Gucci operates directly-owned stores to maintain control over its brand and products. The stores are located in expensive, high-street locations to attract affluent consumers. The window displays are provocative and the interior has a free-flow layout for browsing. Sales associates are model-like and smartly dressed in black to assist customers. The distinctive Gucci packaging completes the luxury experience. Gucci also sells online to reach a broader audience. Advertising further enhances the image through creative campaigns, though some have caused controversy.
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Gucci operates directly-owned stores to maintain control over its brand and products. The stores are located in expensive, high-street locations to attract affluent consumers. The window displays are provocative and the interior has a free-flow layout for browsing. Sales associates are model-like and smartly dressed in black to assist customers. The distinctive Gucci packaging completes the luxury experience. Gucci also sells online to reach a broader audience. Advertising further enhances the image through creative campaigns, though some have caused controversy.
Gucci operates directly-owned stores to maintain control over its brand and products. The stores are located in expensive, high-street locations to attract affluent consumers. The window displays are provocative and the interior has a free-flow layout for browsing. Sales associates are model-like and smartly dressed in black to assist customers. The distinctive Gucci packaging completes the luxury experience. Gucci also sells online to reach a broader audience. Advertising further enhances the image through creative campaigns, though some have caused controversy.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
Gucci operates directly-owned stores to maintain control over its brand and products. The stores are located in expensive, high-street locations to attract affluent consumers. The window displays are provocative and the interior has a free-flow layout for browsing. Sales associates are model-like and smartly dressed in black to assist customers. The distinctive Gucci packaging completes the luxury experience. Gucci also sells online to reach a broader audience. Advertising further enhances the image through creative campaigns, though some have caused controversy.
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Locality of gucci store in india
The stores are located on expensive high street locations, thus attracting affluent consumers. The window displays are provocative and the interior has a free flow layout as its visually appealing and allows consumers to browse comfortably. The décor is rich and classic to add to the atmosphere of the store. The salespeople are model like, smartly dressed all in black and ready to assist consumers in any way. Even the security guard is suitably dressed to add to the image. The distinctive Gucci packaging concludes the experience. Gucci has directly operated stores to ensure that they retain control over their products and can build their image around these stores. It is also possible to view and purchase Gucci products online, thus reaching a far greater target audience. Advertising
The image and quality of as the promotion of their perfume ‘Opium’
with a naked image of So status surrounding Gucci gives added value to the products. This is created through advertising, innovative designers and the whole experience of buying Gucci. Gucci uses hot advertising such Dahl. Gucci’s advertisement in Vogue also created disagreement with an image of a woman with the letter ‘G’ imprinted in her pubic hair. Table 1 - Comparison of Gucci, Louis Vuitton and Vertu Gucci Louis Vuitton Vertu Established 1921 1854 2000 Sector Fashion and Design Luxury Goods Luxury Communication Products Men and Women’s Wear, Leather goods, ready-to-wear, Signature Collection Shoes, Jewellery, Watches, shoes, watches, jewellery, Stainless Steel Collection Perfumes, Eyewear, Home goods, textiles, writing instruments Duo Stainless Steel Luggage/Handbags, & accessories. Bordeaux Stainless Steel Baby Wear. Famous for its handbags. Average Pricing €800 (Handbag) $600 – $2,000 (Handbag) €6,000 Typical Florence, Rome, Paris, New Paris, New York, Tokyo, Paris, New York, Hong Kong, Locations York, London, Palm Beach, Dubai, Las Vegas, Los Singapore, London. Tokyo and Hong Kong. Angeles. 300 Store Locations Retail Provocative window displays, Products prominently “Gallery like” feel to store, Environment model like salespeople dressed in displayed. Stores vary in architectural display cases, all black, free flow layout and product stocked. Uses limestone floors, warm rich décor. concessions in department lighting, clean black and stores such as Harrods and white colours and artwork on Selfridges. Very display. Salespeople have contemporary in design and expert product knowledge. feel.
Business Locate on high street, directly Located in high street Located on high street, Strategies operated stores, online locations or exclusive directly operated stores, along purchasing, backward integration shopping malls with other with leading department for watch business and expansion designer brands. stores, fine jewellers, client of brand. Online purchasing in the US suites and online purchasing. only. Have used Uma Partnerships with jewellers. Thurman and Jennifer Lopez in ad campaigns. Swot of india
Strengths : - Strong Brand Name Strong Presence in International Market More control over Distribution Channel Weakness : – Unstable Management/Interest difference between family members can arise Weak Profitability from other brands than GUCCI Weak Financial Base (Decline in Margins, High Debt…) Opportunities : – Enter High possible Markets in Asia, Particularly India and China. Consolidation of other Brands(Build Competitive Advantage in different business segments) Threats : – Take over by PPR who owns a 68% stake in capital of GUCCI Threats of Competitors from medium Brands that have the potential to move to Premium Brands in Future Example – ZARA & GAP
