Got a tricky question? Receive an answer from students like you! Try us!

Gucci: Fashion Marketing Strategies - Essay Example

Only on StudentShare
Pages 10 (2510 words)


Gucci targets the niche market of individuals who belong to the upper class with high incomes. To set itself apart from the competition, the brand of Gucci is positioned for those individuals who prefer a mixture of heritage, modernity, trendy, creativity and sophistication…

Extract of sample
Gucci: Fashion Marketing Strategies

The utmost important measure which Gucci needs to take is to align its organization under one inspiring mission statement which will steer the workers and the leadership towards one common goal. After the original owners lost control over internal disputes at the cost of effective management of the business, the new management took over but which could not stay for the time long enough to strengthen the management internally. Besides this, Gucci is the only premium brand of the group which is the highest contributor to the profits of the group. Harsh decisions will need to be taken to either discontinue the ones which are not profitable enough or more so add to the costs. The other option which Gucci is has is to club two or more brands together and then promote it accordingly. This would reduce the marketing costs of the brands to a great extent as then more money could be allotted to more profitable ventures.
Gucci’s decision to keep its distribution exclusive to its own stores has given it a good control over its distribution channel. However, unlike Louis Vuitton, one of Gucci’s closest competitors, Gucci is not as exclusively positioned as Louis Vuitton is. Therefore, to increase its revenue, Gucci must either franchise more stores in different locations predominantly in Asia where the markets are growing or follow the format of Louis Vuitton and start having authorized retailers to deal in Gucci as well. This is because Louis Vuitton is gaining a competitive advantage by making itself available to retail carriers of high-end luxury brands whereas, Gucci, despite not having exclusivity as its Unique Selling Point, is not getting the exposure there.
Download paper
Not exactly what you need?

Related Essays

Annie Referral Fashion Promotion
The existing communication channels used by Dior have been thoroughly studied and also additional recommendation to improve the existing channels and introduce newer ways has also been included in the study. It was found that Dior is very restrictive in selecting its communication channels, so as to maintain the luxurious brand image of the company. Conservative communication channels are utilised by all the luxury product companies, but Dior could utilise a few other channels too to increase its brand recognition without hampering its highly sophisticated and luxurious brand image. Table of…
14 pages (3514 words)
Referral fashion promotion: Gucci
The paper deals with the promotional audit and analysis the component of promotional mix which has been used by Gucci to create a brand name in the market. Current communication channel which are used by Gucci has been identified and critically evaluated providing recommendation to Gucci for future growth and opportunity. The paper ends with a reflective statement stating the learning’s from the paper. Contents Executive Summary 2 Overview of the Brand-Gucci 4 Consumer profile 5 Outline of current communication channel 6 Review of competition 9 Critical evaluation of communication channels…
14 pages (3514 words)
Wang Gang Referral Consuming Fashion
They expect entertaining as well as advanced technology information to be offered by the media and are further assumed to be self-centred, demanding, and hard to amalgamate with communities. Furthermore, it has often been observed that their attitude, behaviour and lifestyle are considerably different from other generations in communities (The Financial Times Ltd, 2012). Stating precisely, there are various apparent characteristics deciphered by the Gen Y group. For instance, this group is learnt to be culturally and racially diverse. Additionally, this group is regarded to be highly…
8 pages (2008 words)
Annie Referral consuming fashion
Furthermore, Gen Y can be also be identified as the group of those people who believe in continuous education in order to see themselves as a successful professional in the desired sector, whether corporate or social. Rather, this particular group is learnt to focus more on their professional life and functions (Taylor & Keeter, 2010). Based on these assumptions, the discussion henceforth intends to state the demographic and psychographic characteristics of Gen Y as the niche customer group taking into account the group’s various lifestyle behaviours. It also aims at understanding the…
8 pages (2008 words)
Marketing Principles
It is only when these principles are adhered to, will a business organization be well placed to experience the maximum benefits of marketing. There are four core principles of marketing that will be expounded in this paper. The marketing presumption is that in the absence of these marketing principles effective and complete marketing would essentially be impossible. The success of any business venture is significantly hinged on the comprehension and effective execution of these marketing principles. Main Body In context to marketing endeavours, business organizations would rather revert to…
9 pages (2259 words)
Marketing Principles
The main competitor has however been Pepsi Company. The latter for instance has a market share of about 75% in the Asian market. This is compared to 25% of the coca cola company in the same market. One of the main concerns in the company has been the sharp drop in the consumption of the sugary soft drinks. The drop has been witnessed in the United States, which offers the largest market, and the United Kingdom. The major cause of drop has been health concerns. For instance, majority of people with diabetes cannot drink the normal soft drinks. In addition to that, the increased lifestyle…
11 pages (2761 words)
Marketing principles
Nike's core business is in the research design and marketing on a global scale of shoes, equipment, apparel and related services, with a special focus on athletic apparel as well as athletic footwear. Present in more than 190 nations around the world, Nike utilizes a variety of distribution channels, including the Internet, Nike-owned stores, and retailers, even as the Nike stores are either owned by the company directly or are franchised to others. Aside from athletic gear, Nike is also present in the segment of recreational wear, and there is an overlap in the categories as they pertain to…
8 pages (2008 words)