Origin Country Branding

A) Compare and contrast origin country branding: In Florence, Gucci was marketed to, “target customers that were defined as wealthy, Hollywood stars, or tourists to Europe or the US.” (Congress). This proved to be successful, due to Gucci’s success in its home country it was able to later expand to international markets. In the US the marketing strategy is similar and caters to the wealthiest of consumers. Gucci’s products are still made in Italy and maintain the quality that is so sought after as a result. “Gucci is world-renowned for its impeccable Italian craftsman and its unique blend of luxury heritage and fashion authority.” (Gucci). In 2010, Gucci’s markets were expanding to India and China as a result of their growing economies, “People …show more content…
Customization: Gucci has a fairly standardized line of products and designs. While you can order some products in multiple colors, they do not offer customizations options. Such a choice is smart for Gucci because the manufacturers are certain of the product they are making and can ensure the highest quality possible for consumers. This helps ensure that the brand meaning stays strong and their product lines are uniform regardless of geographic location. Should Gucci offer customization options in the future, offering a lower priced basic product might be a smart option. Then as design elements are added the price would be adjusted based on options chosen. However, this might reflect negatively on the brand because Gucci is known for high priced fashionable pieces and if the price was too low to start with it could mess with the brand …show more content…
These may include deciding which locations it makes sense to market the product to. It would not be a logical decision for Gucci to market their product in developing countries where consumer lack the resources to purchase their products. Yet another obstacle would be that different cultures and geographies view different body types as “beautiful”. Recently a Gucci model was said to be “unhealthily thin” by a British regulator says The New York Times. “The decision by the advertising authority, an independent industry regulatory group, barred Gucci from using the image in advertisements in Britain.” (The New York Times). Gucci has defended the ad, claiming that it was merely the way the model was posed. “The ASA told the Italian fashion company to make sure it used responsible images of models in its future ad campaigns.” (The Guardian). While this models looks may be completely acceptable in one geographic location, it has clearly caused some discussion in