examines the brand management of Gucci‚ as one of today’s most prominent luxury brands. Based on literature it first looks at definitions of luxury and luxury brand equity as an expression of dream value. Then it explores the identity‚ brand building‚ brand architecture‚ brand stretching and strategies Gucci follows in each of its segments. In the light of the latest recession‚ it looks at the response strategies of the brand and sheds light on the communication challenges‚ the brand faces in reconciling
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1881 Guccio Gucci was born to a family of a straw-hat maker in Florence‚ Italy. As a teenager he was an immigrant in London. At the end of the 19th ad the beginning of the 20th centuries London attracted a lot of creative and progressive people because it was one of the biggest megacities with urban infrastucture‚ industrialization and population over one million. Gucci was impressed with the luxurious luggage he saw urbane guests bring with them. 1921 Guccio establishes his own store ‚ that
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Successful Brand Leadership Made by Annus Dorottya Introduction: The House of Gucci‚ better known simply as Gucci‚ is an Italian fashion and leather goods label‚ part of he Gucci Group‚ which is owned by French company Pinault-Printemps-Redoute (PPR). Gucci was founded by Guccio Gucci inFlorence in 1921. Gucci generated circa €2.2 billion worldwide of revenue in 2008 according to BusinessWeek magazine and climbed to 41st position in the magazine’s annual 2009 "Top Global 100 Brands" chart created
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GUCCI Dr. Nan McIssac MKT/571 The retailer of my choice will be Gucci. I am in love with everything about Gucci and what it represents. Gucci was founded by Guccio Gucci in Florence‚ Italy in 1921. Gucci is an Italian fashion label which produces clothing‚ watches‚ jewelry‚ shoes and leather goods. In 2010 Gucci launched it’s very first children’s clothing line. It is the biggest selling Italian brand and it is exquisite. It should not be surprising as to
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Gucci was founded by Guccio Gucci in the early 1920s. As an immigrant in Paris and then London‚ Guccio made a living working in luxurious hotels and was impressed with the affluent luggage he saw the guests carrying. Inspired particularly by the elevated lifestyle he witnessed in the Savoy Hotel in London‚ on his return to Italy he decided to merge this refined style of living with the exclusive skills of his native craftsmen. Specifically he utilised the skills of local Tuscan artisans. He began
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YouTube Launch Strategy: a snapshot of Gucci Guilty Posted by thebea10 on Thursday‚ October 7‚ 2010 · Leave a Comment Luxury brands have engaged the digital environment by vividly conveying story and style via websites adorned with captivating imagery and rich media. Although cocooned by the exclusivity of brand domains‚ these companies are beginning to incorporate the social web into their communications mix – as you can’t be coveted if there is no one to covet you! Why not go to where the people
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In 1921‚ Guccio Gucci opened a leather goods company and small luggage store in his native Florence. Though his vision for the brand was inspired by London‚ and the refined aesthetic of English nobility he had witnessed while working in the Savoy Hotel‚ his goal on returning to Italy was to ally this classy sensibility with the unique skills of his native Italy. Specifically‚ with the master craftsmanship of local Tuscan artisans. Within a few years‚ the label enjoyed such success the sophisticated
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predictions Is Gucci good at strategy? ! " When Tom Ford was in charge‚ the business was more design-focused & control was centralised - there were disputes between Tom & De Sol regarding managerial control " With the appointment of Robert Polet‚ control became decentralised and each brand was given direct control over its label & appointed relatively unknown designers # very controversial move " PPR bought back the 20% stake that LVMH owned‚ acquired more brands and entered into franchising
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GUCCI HANDBAGS Gucci Handbags Gucci handbags are some of the most desired and most attractive handbags available in the market. Synonymous with elegance and quality‚ the price of Gucci handbags‚ from the bamboo-handled handbag which catapulted the Gucci brand into international fame in the 1940s (and still used today) to the sleek new collection for 2005‚ varies from an affordable $100.00 to as high as $3‚000.00. The newest line of Gucci Handbags was launched in the latter part of 2004
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and Professor Alan Harrison‚ Cranfield School of Management‚ UK Case date: 2005 Gucci Group: a brief overview Gucci Group‚ with consolidated sales over 3.2bn‚ is a world-leading‚ multi-brand company in the fashion business. In addition to the core Gucci brand‚ the Group incorporated other leading brands such as Yves Saint Laurent‚ Sergio Rossi‚ Boucheron‚ Bottega Veneta and Balenciaga together with designer brands such as Alexander McQueen and Stella McCartney (exhibit 1). Leather goods‚ and in
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