Luxury Marketing Strategies

This presentation explores luxury brand marketing strategies, market research and trends, fashion and luxury trends, consumer trends and lifestyle, and more. It discusses the current brand strategy of Gucci, the causes of fashion and luxury trends, and the competitive environment. It also suggests the need for social media and CSR strategies for Gucci. The presentation concludes that implementing these strategies can help in communicating with customers and promoting products.

Luxury Marketing
Strategies

Table of Content
• Brand overview
• Current brand strategy
• Market Research and trends
• Fashion and luxury trends
• Causes of fashion and luxury trend
• Consumer trend and lifestyle
• Retail and distribution trends
• Competitive Environment
• Positioning map
• Rational & strategy
• Conclusion
• References

Brand overview
Luxury Brand Marketing Strategies mainly aim to giving rise to values that are of highest possible extent
for the brand and also elevate its various elements. Gucci is one of the oldest brands from Italy offering
primarily fashion and leather products. Headquartered in Tuscany. the brand was founded by Guccio Gucci
in the year 1921.

Current brand strategy

Market Research and trends
• PESTEL of Gucci

Fashion and luxury trends
In fashion industry trends are changing day by day
which increase customers expectation from
companies. Some of the main fashion and luxury
trends are given:
•Focusing on male millennials
•Age breakdown of luxury buyers
•Influence customers through social media

Causes of fashion and luxury trend
There are various which increasing fashion and luxury trends around the world as well as it also
encouraging customers to spend more on it, form of the main reasons which cause fashion and luxury
trends are: -
•Availability of personalize luxury goods
•Impacted by social media or celebrity influencer
•Incumbents follow start- ups online

Consumer trend and lifestyle
In fashion and luxury industry customers trends and lifestyle plays an essential role because they demand
products accordingly, from which major factors which influence customers trends and lifestyle are
mentioned:-
•Seasonal change
•Technological change
•Mobile obsessed
•Change in fashion

Retail and distribution trends
A company can adopt numbers of channels for retailing and distributing their products and services at local,
national and international level. This factor impact highly on the sales and profit of a company, some of the
major retail and distribution trends of fashion as well as luxury industry are given below:-
•Omni Channel Internet
•Hyper personalized

Competitive Environment

Positioning map
Positioning map is consider as a graphical device
which used to study or analyze position of a
specific company at the particular industry or
sector. Through it company able to understand
about market segmentation in proper way which
help in developing decision for leading potential
market. Gucci is consider as luxury company in
fashion industry, its products are of high quality and
high price.

Rational & strategy
• Need for Social Media strategy -
Gucci needs to incorporate the use of social media strategy aggressively in order to build a powerful
presence in the digital world by posting regularly and being consistent. A social media strategy will not
only help Gucci towards achieving the goals but also support the broader goals and objectives that the
company has set for the long term and target the audience accordingly.

Cont.…
• Need for CSR strategies -
Having carefully planned CSR strategies will create a value for the environment as well as among the
people of the society. It help Gucci differentiate from its competitors and brands already existing in the
market. This will in turn improve the customers' loyalty towards the brand as they are generally attracted
towards the brands that are more sustainable.

Conclusion
The Presentation concludes that opting for strategies like CSR and social media activities can help in
communicating with the customers and connect with people in the untapped segments. This not only helps
creating a brand image but also in the promotion of the products that the companies manufacture and sell
worldwide.

References
• Chandon, J. L., Laurent, G. and Valette-Florence, P., 2016. Pursuing the concept of luxury: Introduction
to the JBR Special Issue on “Luxury Marketing from Tradition to Innovation”. Journal of Business
Research. 69(1). pp.299-303.
• Ko, E., Phau, I. and Aiello, G., 2016. Luxury brand strategies and customer experiences: Contributions to
theory and practice. Journal of Business Research. 69(12). pp.5749-5752.

Thank You