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In terms of differentiation, we believe that Fresco Armani can build a brand concept of sophistication, high-class, high-quality, and innovativeIt should position itself based on product leadership, which includes quality, leadership, and performance, as well as symbolic-expressive value, which would attract those that are concerned with status and image.
GUCCI Brand Analysis
HIMEL HAWLADERID.082011341SEM.5THSHANTO-MARIAM UNIVERSITY OF CREATIVE TECHNOLOGY<br />
<ul><li> Gucci is an Italian company founded in Florence and
At present, Gucci is operating 450 stores worldwide. </li></li></ul><li>Guccio Gucci<br />Gucci was born in Florence.<br />Guccio Gucci (26 March 1881 – 2 January 1953) was an Italian business man and fashion designer, is the founder of The House of Gucci and son of an Italian merchant from the country’s northern manufacturing region.<br />
brand<br />The Gucci Group in now a multi-brand conglomerate, with a collection of high fashion brands, like:<br />Gucci<br /> Alexander McQueen<br /> Balenciaga<br /> Bédat & Co<br /> Bottega Veneta<br /> Boucheron<br /> Sergio Rossi<br /> Stella McCartney<br /> Yves Saint Laurent<br />Today, it is one of the world’s leading luxury brands, in fact the name Gucci conjures a vibe of exclusivity and prestige, an Italian brand of quality.<br />
customers<br />Europe, Asia Pacific, Australia, Hong Kong, Japan, Singapore, Switzerland and U.S.<br />Why Gucci family slogan is<br />“quality is remembered long after the price is forgotten” ?<br />We think that quality is crucial in giving the customers an idea of the best product available.<br />
leadership<br />Industry: fashion<br />Segment: high fashion<br />A good leader is able to make staff feel involved and part of company success or failure and he must represent people’s feelings.<br />Gucci has created and defined concepts of fashion using charisma and intuition.<br />
location<br />Statutory headquarters: The Netherlands <br />Administrative Centre and Human Resources Department: Florence, Italy<br />
mission<br />To become a group leader in the luxury market at world-wide level through: putting into effect and maintaining.<br />Main goals:<br />- to coordinate a standard and global planning process<br />- to reduce global complexity from the different regions<br />- to improve system accuracy and reduce business risk<br />
competitors<br />In Italy: - Armani <br /> - Versace<br /> - Dolce & Gabbana<br /> - Prada<br /> - Moschino<br />In the world: -Chanel<br /> - Dior<br /> - Burberry<br /> - Ralph Lauren <br /> - …<br />Gucci, Armani and Versace are the most desired designer labels, but are they also the most desired designer clothing? For the great many fashion consumers, that brands are the most common designer labels, but they select different designers labels too, how many would then really choose Gucci, Armani and Versace? If nothing else, this survey probably reveals some disturbing facts about consumer manipulation.<br />
Chanel<br /><ul><li>Chanel is a dominant couture company comes from France.
The most famous products of the company is the leather metal
success and expansion<br />In 1990s, Gucci decided to extend beyond its “mature” style in creating a trendy brand. The vision of the company is that Gucci has become a beautiful symbol of maturity with aristocratic lines, and no longer a boring icon.<br />In few years, the company spent a lot to built new stores and so it came through the global economic bump of 1998. The international expansion permitted brand development.<br />
organization<br />The Company directly operates stores in major markets throughout the world and wholesales products through franchise stores, duty free boutiques and leading department and speciality stores.<br />
WORKERS IN THE COMPANY:<br />Robert Polet -President, Chief Executive Officer <br />CEO Domenico de Sole- President and Chief Executive Officer of the Gucci Group and Chairman of the Group’s Management Board<br />Tom Ford- Creative Director<br />FridaGiannini – Creative Director of Gucci<br />Gucci Group believe that every employee is an ambassador for the Group and its brands. <br />
strategy<br />The strategy of Robert Polet, the new chief executive of the Gucci Group is: - to focus on meeting with employees - to build one business plan- to understand the taste of the people - to consider what their looking for, their ambition and the target.<br />
advertising<br />The company advertises through media, magazines, television, posters, etc.<br />
breakdown of revenue by brand of Gucci Group of PPR in year 2009<br />
Appeal to consumers’ self-concepts and self-worth, prestige, status, image </li></li></ul><li>Tendency of Fashion Industry<br />The luxury brands are seeking more market shares The luxury brands are seeking more market shares in the emerging markets like Russia, China and Middle East.<br />in the emerging markets like Russia, China and Middle East.<br /> (The forecasting growth of the fashion industry in U.S.)<br />The affordable luxury market all over the global is facing a trouble of losing sales on its leading customer group---middle class.<br />
ethics<br />Gucci Group has adopted the Code of Business conduct and Ethics (values and principles) for directors, officers employees of the Company<br />OPERATING PRINCIPLES:<br />Build common understandings<br />Apply our values<br />Be accountable<br />Work as a team<br />Individuals must know the details of all applicable laws, rules and regulations.<br />Individual private interest may not interfere with the interests of the group.<br />Individuals can’t take for themselves personally opportunities in which they could anticipate the Group<br />No one should operate with unethical or illegal business practices.<br />Gucci Group employees must respective their areas of responsibility.<br />Where Code violations are determinated to exist, appropriate corrective and disciplinary actions will be taken.<br />VALUES:<br /><ul><li> Integrity
Inclusiveness</li></li></ul><li>WORLD RECORDS<br />“Genius Jeans”<br />Guinness World Records cites the Gucci “Genius Jeans” as the most expensive jeans in the world. A normal pair of Gucci jeans that had been distressed, ripped and covered with African beads, when they debuted in October 1998 in Milan, were priced at an astonishing $3,134.<br />