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Referral fashion promotion Gucci

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The paper deals with the promotional audit and analysis the component of promotional mix which has been used by Gucci to create a brand name in the market. Current communication channel which are used by Gucci has been identified and critically evaluated providing recommendation to Gucci for future growth and opportunity. The paper ends with a reflective statement stating the learning’s from the paper. Contents Executive Summary 2 Overview of the Brand-Gucci 4 Consumer profile 5 Outline of current communication channel 6 Review of competition 9 Critical evaluation of communication channels 11 Recommendations 13 Reflective Statement 14 Reference 17 Overview of the Brand-Gucci Gucci which was founded in 1921 in Florence, one of the leading luxury fashion brands. The brand manufactures designs and also distributes highly desirable goods like shoes, silk, timepiece, leather goods such as hand bags, luggage, small leather goods and also fine jewellery. Fragrance and the eyewear are distributed under the license of global leader in the eyewear and fragrance sector. Guccio Gucci had opened small leather good company and within few years the brand started to enjoy the success. With time Gucci became a public limited company in 1982 and was managed by son of Guccio Gucci. Gucci was re launched with a mix of innovation and tradition. The creative director of the brand infused the luxury brand with sense of provocation and daring that resonated the brand with the fashion world and also with the celebrities. Gucci received a global success and is known to be the most desirable luxury brand globally. Since 1921 to 2010, Gucci continues to strengthen the values and setting it apart from the competitors through which the brand is able to differentiate its products based on innovation, positioning, modernity, craftsmanship, and heritage along with sophistication (Gucci, n.d). The company first fragrance was launched in 1974, Gucci 1 and since then a series of fragrance has been launched including Gucci 3 and L’Arte di Gucci. The latest fragrance introduced being Flora in 20012 (Fragrantica, 2011). Gucci has different categories of fragrance both more men and women. The division of Gucci group with various other brands a have been highlighted in figure 1. Figure 1: Gucci Group Division (Source: PPR, 2012) Consumer profile Gucci is one of the well known luxury brands and among other product. the fragrance sector of Gucci is highly in demand by the customers and is one of the competitive market in the luxury sector. Gucci has targeted the fashion world along with the celebrities to purchase its perfumes. Gucci perfume ranges from both for men and women. Its latest campaign is based on Flora garden collection, a bouquet of scents which is inspired by the blooms of Gucci Flora pattern. Therefore the consumers purchasing the product are high class people belonging to the fashion world and the celebrities who can easily afford the brand’s product and create a reputation of class in the society. But with time it is not only the high class of the society who prefers the brand or are able to afford it, consumers are even ready to get little luxury. Consumers are more willing to pay a premium price on perfumes which tends to deliver luxury (Dickler, 2011). The latest campaign is a celebration of Gucci women personality. Abbey Lee Kershaw was the celebrity used to endorse the brand and it