Gucci Study

COMMUNICATION STRATEGY
Presented to Tutor SAROTTO By
HEEJOON NA JIAXUN ZHOU LIMING HE QUNJING WANGN SEUNGHEE CHUNG

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INDEX

1. Identity
1.1 Identity according to History 1.2 Current Identity

P2 P2 P3 P3

2. Customers 3. Communication with customers
3.1 E-communication - Cut & Craft 3.2 Collaboration 3.3 Advertisement & Promotion 3.4 Social Contribution 3.5 History book and Museum 3.6 Shopping experience

P4 P4 P6 P7 P8 P9 P10 P10 P11 P13 P14

4. General evaluation 5. Suggestion 6. Bibliography 7. Supporting material

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1. Identity
1.1 Identity according to History Gucci’s identity changed as time passed. Identity is a column of the company and it is a long term characteristic which is generally influenced by founder’s initial spirit. But in consideration that Gucci’s history is almost 90 years old, and it was directed according various managerial strategies, so it is clear that its identity was relatively various according to time period. In addition, prior to define Gucci’s identity, we have to mention that the desired identity by the company can be different from perceived identity by customers.

(Elite VS Middle VS Accessible)
Time Period Directed by Management result Desired Identity Perceived Identity 1920’s ~ 1970’s
Guccio Gucci Prosperity Middle luxury Middle luxury

1970’ ~ 1980’s
Aldo & Rodolfo Internal conflict Middle luxury Middle luxury

1980’s ~1990’s
Maurizio Adversity Elite luxury Middle luxury

1990’s ~ 2005’s
Tom & Domenico Prosperity Middle luxury Middle luxury

2005’s ~
PPR Adversity Middle luxury Accessible Luxury

From 1920’s to 1970’s Gucci’s identity was coherent to that of customers because the perceived identity was founded by the Gucci’s contemporary activity. It became very famous by launching canvas material bag because at that moment, Italy was under Mussolini’s control thus it was hard to import high quality leather from out of Italy. Instead of persisting in using exclusive material, the