INTRODUCTION – Gucci
Gucci is an Italian brand acquired by French company Kering in 1999. It was founded by Guccio Gucci in 1921 in the beautiful city Florence. Guccio Gucci drew inspiration from horse saddle straps and opened his first store dedicated to luxury leather goods for horseback riding. He matched contrasting colours in his collections, giving rise to the iconic green-red-green stripe. In the 1970s, the fashion house entered into the Far East market, opening boutiques in Tokyo and Hong Kong and expanded into Ready-To-Wear as well. . In October 1995, Gucci went public and in 1997 acquired a watch license, renaming it Gucci Timepieces. Over the recent years, the Italian label has moved away from its sensual minimalistic look to an …show more content…
Patrizio di Marco. Using market intelligence based on the current sales trends, customer preferences, and competitor performance in Italy, Gucci defines the guidelines for buying, product assortment, merchandising, marketing and communications strategies that cater to local preferences and customs.
1. Gucci has a total of 14 stores in Italy, all situated in the expensive high end streets of prime cities to attract affluent customers for example, Firenze Duomo, Milano Rinascente, Venezia San Marco and Piazza San Marco, Capri. The window displays are provocative with a rich and classic décor to add to the atmosphere of the store. Gucci has DOS to ensure that they retain control over their services as well as products and can build their image around the stores. Sales people are the most important touch point with customers who conveys to them the meaning of the Gucci brand. Every year Gucci organizes “The annual Global Store Manager Meeting” gathering all store managers of Italy and transmitting to them an understanding of the DNA of the Gucci brand and all that it entails to best equip them to further educate the
Gucci is an Italian brand acquired by French company Kering in 1999. It was founded by Guccio Gucci in 1921 in the beautiful city Florence. Guccio Gucci drew inspiration from horse saddle straps and opened his first store dedicated to luxury leather goods for horseback riding. He matched contrasting colours in his collections, giving rise to the iconic green-red-green stripe. In the 1970s, the fashion house entered into the Far East market, opening boutiques in Tokyo and Hong Kong and expanded into Ready-To-Wear as well. . In October 1995, Gucci went public and in 1997 acquired a watch license, renaming it Gucci Timepieces. Over the recent years, the Italian label has moved away from its sensual minimalistic look to an …show more content…
Patrizio di Marco. Using market intelligence based on the current sales trends, customer preferences, and competitor performance in Italy, Gucci defines the guidelines for buying, product assortment, merchandising, marketing and communications strategies that cater to local preferences and customs.
1. Gucci has a total of 14 stores in Italy, all situated in the expensive high end streets of prime cities to attract affluent customers for example, Firenze Duomo, Milano Rinascente, Venezia San Marco and Piazza San Marco, Capri. The window displays are provocative with a rich and classic décor to add to the atmosphere of the store. Gucci has DOS to ensure that they retain control over their services as well as products and can build their image around the stores. Sales people are the most important touch point with customers who conveys to them the meaning of the Gucci brand. Every year Gucci organizes “The annual Global Store Manager Meeting” gathering all store managers of Italy and transmitting to them an understanding of the DNA of the Gucci brand and all that it entails to best equip them to further educate the