Customer Experience in the Fashion Industry: A Case Study of Gucci

Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Discuss what the brand is and its position in market..................................................................1
Key customers by frequency of usage and by key demographics..............................................2
Attitude of customers which they use in order to define the brand and customer services........3
Statements which customers use in order to identify the about their beliefs and organisational
culture underpins these statements..............................................................................................3
Audit for the manifestations of customer of brand which they carried out................................4
Critically assess these against theories and models....................................................................6
Recommendations for the improvement of customer experience...............................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer experience is the product regarding the interaction among the company and
customer over the duration of relationship. For this, the interaction is classified among three
sections which is the journey of customer, brand touchpoints to interact with customer and the
environment of customer experience (Lemon and Verhoef, 2016). For this, positive customer
experience is important in order to achieve success and growth for business because if customers
are happy they tends to become loyal and help in boosting revenues. To carry forward this report,
Gucci is considered which is a luxury brand of fashion based in Florence, Italy. Its product lines
include shoes, handbags, accessories and so on. Gucci was founded by Guccio Gucci in 1921 and
under the direction of Aldo Gucci, it became the well known brand in world. The report is going
to cover the brand itself and how it offer the services to their customers in order to deliver best
experience.
MAIN BODY
Discuss what the brand is and its position in market
Gucci was developed in 1921 by Guccio Gucci in Tuscany and the whole Gucci family
was ousted from the capital of company by 1993. Moreover, in 2019 Gucci operated in around
487 stores for 17,157 employees and also tends to generate 9.628 billion in sales. Along with
this, Gucci is the subsidiary of French luxury group Kering. After the crisis in 1980s, brand also
tends to revived with the challenging props and became an iconic “Geek-Chic” brand. Away
with this, Gucci claims its its origins which are rooted to the merchant city of Florence and also
tends to enhance experience and luxurious travelling lifestyles.
Boston Consultancy Group (BCG) Matrix:
Putting Gucci as the stars with the high industry tends to deal with proper development
rate and high relative piece of the effective position of make up and handbags are set as the
DOGS. In terms of this, the BCG matrix recommends to Gucci to put more in stars and also
stripping their make up and handbags. Considering this, the turnover also prominently
diminished due to the auctioning of brands and suspending exercises. Moreover, in 1921 Guccio
Gucci bought his shop where he sold his imported leather luggage and also opened a small
workshop to have his own leather goods that are made by local craftsman. Furthermore,
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