1. Lifestyle – Supporting Document
Group-3
Gucci:
Sensory Identity:
Diamante Pattern -Created in the mid 1930s the Gucci Diamante pattern was first
woven onto hemp and used on luggage. What started as an innovative solution to pre-
war leather shortages became the Florentine atelier‟s first iconic print and the
design‟s criss-cross pattern was a precursor to the famous GG logo. Later Gucci was
associated and recognized by this pattern.Subsequently it becomes the integral part
of the brand association and today it is used on a limited edition collection of classic
Gucci handbags, shoes and leather goods.
Unique Horsebit signature logo: Many of Gucci‟s local Italian clients were horse-
riding aristocrats and their call for riding gear led Gucci to develop its unique
Horsebit signature logo in the early 1950s.It was first used on ample saddle stitched
leather Gucci handbags, since then it has been enlarged, minimalised, luxuriously
embossed and branded into leather and velvet, turned into repeat patterns printed
onto silk and transformed into components of Gucci jewellery. The Horsebit later
played a vital role in the marketing of one of fashion‟s most iconic shoes, the Gucci
loafer.

2. Gucci Logo: By the early 1960s Gucci had adopted the celebrated double
interlocking G logo;the double Gs were soon transferred onto the internationally
recognised cotton canvas luggage. The GG monogram solidified the company‟s fame
and the Gucci name was carried around the globe in the much-photographed
company of movie stars, aristocrats and socialites. The GG logo became a status
symbol and hallmark of high glamour, luxury and desirability.
Brand Differentiation:
Bamboo inspired patterns: One of his best known creations was the adding of a
patina to a cane to create the handle of the new Bamboo Bag, whose curvy shape was
inspired by the contours of a saddle. Over time the bamboo handle evolved from its
origins as a solution to shortages and became a signature motif of many incarnations
of Gucci bags. Bamboo inspired patterns have also featured on a variety of products
from headscarves to watchstraps; it has even been skilfully carved into a pair of
golden stiletto heels.
• Flora: After a personal request from the Princess of Monaco Grace Kelly, the now
famous Gucci scarf print Flora was created. Flora was immensely popular amongst
European women, who held it in such regard that they passed this loyalty onto their
daughters. One was Princess Caroline of Monaco who adopted her mother’s scarf
print into her daily wardrobe (Brand Equity).

3. Brand Positioning:
Today the brand is known not just for its exceptional Italian quality and
craftsmanship, but also for its innovative and audacious clothing line.The company
used ever more opulent materials, the finest leathers and suede and exotic animal
skins such as baby crocodile.
In 1990‟s Gucci‟s creative director Dawn Mello
hired a then unknown Tom Ford, Ford imbued
the luxury brand with a sense of adventure and
sensuality that reverberated throughout the
fashion world and inspired a new breed of
celebrity to buy Gucci. From there on Gucci began
to reposition itself from the brand associated with
royalty and tradition to a modern sensuous and
adventurous loving brand.
Ford combined an intelligent commercial
sensibility with a modern feel for fashion. He
became known for bringing a hedonistic sense of
sex into nineties fashions previously dominated
by starkly austere minimalism.Tom Ford
mastered the „about to have sex‟ look at Gucci and
the mussed, smudged, post-sex look.
When Frida Giannini took over the creative directorial role she explored Gucci‟s rich
heritage and its luxurious craftsmanship legacy, fusing past and present, history and
modernity into her designs. Iconic house signature pieces such as Flora, La Pelle
Guccissima, the Jackie O and the Bamboo Gucci bag were re-vamped for the new
millennium. Giannini has given the signature Gucci Horsebit a new lease of life,
adapting Gucci prints from the late 1960s, super magnifying them or enlarging to a
huge scale to use on sinuous dresses or travel totes.
Brand Identity:
Gucci is known for its association with the Royalties and Aristocrats. The brand was
endorsed by US President John F Kennedy‟s wife Jackie O Kennedy, Princess of
Monaco Grace Kelly and many famous film stars. This helped the brand in standing
out from the other Luxurious brand. Because of this association Customers always
sees this brand with high regard and respect.
Chime for change campaign: This campaign was initiated by Gucci for girls and
women empowerment. Gucci use to host charitable shows for providing better
Education, Health and Justice to women.

4. Louis Vuitton:
Sensory Identity:
• LV monogram: LV monogram was designed by Georges to honor his father, Louis
Vuitton. Each symbol in the monogram has meaning. Inspired by his father‟s deeply
religious Catholic roots and his love of Asian art.
Brand Differentiation:
• Bespoke services: Louis Vuitton offers bespoke services, such as the personal
engraving service on hand luggage pieces. By offering consumers the choice to
personalize and customize their wallets, bags and other leather goods, Louis Vuitton
effectively boosts its brand appeal amongst consumers who wish to differentiate their
leather goods to suit their personal tastes.
• Collaborations with prominent artists and designers: Louis Vuitton engages in
numerous collaborations with prominent artists and designers like Takashi
Murakami and Yayoi Kusama to release special edition collections of leather goods.
These special collections feature the artists‟ artwork while introducing a radical twist
in the brand‟s timeless design. These collections allow Louis Vuitton to emphasize
creativity and art, while expanding the brand‟s range of luxury leather goods to
effectively keep up with the evolving trends in the fashion industry.
Takashi Murakami Yayoi Kusama

5. Brand Positioning:
Focus on Creativity: Louis Vuitton also delves into art and architecture. Louis
Vuitton encourages consumers‟ appreciation of art in hopes that consumers will
embody creativity, not only in their personal fashion sense but also in every aspect of
their lives.Louis Vuitton Art Wall allows people from around the world to express
their creative personal fashion styles and serves as “aspirational role models”
• Amalgamation of tradition with modernity in products:
Louis Vuitton Company‟s desired positioning, in giving emphasis
to the contrast between tradition and modernity in the company
philosophy.Because of its long and proud history of high
qualitative craftsmanship, tradition in combination with
modernity and proven innovation, excellence and creativity,
comprises an important part of the brand.
• The statements “For Louis Vuitton, the art of travel is the art of
fine living” shows that the brand also has a verystrong
connection to its heritage even though it was a long time since
the Louis Vuitton brandcomprised exclusively of travel goods.

6. Comparative Point of Parity and Differentiation for Gucci and LV
Points of Parity
• Premium
prices
• High Quality
• Elegant
Designs
• Offer high
quality
designer
apparel,
footwear and
accessories
• Fine
workmanship
Points of
differentiation
Gucci
• Hand
stitched Bags
• Use leather
and other
animal skins
• Sell their
products
through
selective
distribution
channels
• Focus on
Sensuality
and
Adventure
• Traditional
Designs
Louis Vuitton
• Hand stitched
Bags
• Use leather
and other
animal skins
• Sell their
products
through
selective
distribution
channels
• Collaboration
s with
prominent
artists and
designers
• Focus on
Creativity
• Focus on
Heritage
Gucci
Louis
Vuitton

7. Zara:
Sensory Identity:
• Situated in prime locations e.g. fifth avenue, New York.
• Window ads in stores.
• Advertisements in stores: Zara not focused on advertising a lot(0.3% of the revenues
spent on advertisement as compared to industry average of 13-14%
Brand Differentiation
• Freshness of collection
Points of Parity
• Prime retail
locations
• Prime locations
as they place
great emphasis
on the
presentation of
its storefronts
• Having a good
image projection
of its store is
Points of difference
• Understanding
and delivering
customers‟ needs
• Exclusivity
• High Velocity
Fashion

8. Understanding and delivering customers’ needs
• Zara, focuses its attention on understanding the fashion items favoured by its
consumers and delivers designs according to consumers‟ wants and needs.
• Store managers are trained to obtain such valuable information through informal
conversations with customers.
• These valuable feedback are then passed on back to the creative teams.
Exclusivity
• Zara creates the sense of exclusivity in its apparels through minimal production for
each style.
• This creates scarcity and hence desirability especially in the fashion industry.
• Furthermore, this lowers the risk of uncleared stocks that may have to be sold with a
discount.
High Velocity fashion
• Production takes place in small batches
• Shipping directly from central distribution centre twice a week thus eliminating need
of warehouses & maintaining low inventories
• Display of Zara stores changes twice a month thus giving customers fast fashion
• User Profile – A typical Zara customer is one who is young, fashion-conscious and
value-seeking. He or she is keenly attuned to fashion trends and seeks for high
fashion with a reasonable price tag. They also portray a sense of sophistication,
confidence and impressiveness.

9. Perceptual Map for Lifestyle Brands
Prestige/Royalty
10
Modern/ Exclusive 10 0 10 Traditional
10
Versatility/Style