OVERVIEW MACROENVIRONMENT OF GUCCI HANDBANGS.
Added on 2022-02-16
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MACROENVIRONMENT OF
GUCCI HANDBANGS
GUCCI HANDBANGS
1.0 INTRODUCTION AND COMPANY OVERVIEW
Every business is affected by macro environmental forces. Gucci is an Italian company
founded in 1921 by Gucci. Its headquarters are in Florence, Tuscany. It is Italy's best-
selling fashion brand and one of the country's oldest. Gucci began as a bag
manufacturer, like many traditional fashion firms do, producing luxury travel goods for
Italy's aristocratic and upper classes. Initially, the firm focused on leather products such
as bags and shoes, as well as silk goods and premium knitwear. Gucci incorporated
luxury accessories such as sunglasses, jewelry, and watches to their product line in the
mid-1960s. Gucci's iconic emblem was created by Aldo Gucci, one of Guccio's sons.
Guccio Gucci is represented by the two G's in a memorable and timeless fashion.
Gucci Company's objective is to become the global leader in the luxury industry. The
brand places a premium on craftsmanship and describes itself as cool and responsible.
Gucci currently manufactures apparel, bags, accessories, shoes, fragrances, and
cosmetics. Gucci bags, such as the Gucci Bamboo, are iconic. In 1947, the first Gucci
Bamboo handbag debuted. Craftsman of Gucci use bamboo to create strong handle for
the handbag when materials were in short supply due to the impact of World War II.
(Roberta Lister,2019)
Every business is affected by macro environmental forces. Gucci is an Italian company
founded in 1921 by Gucci. Its headquarters are in Florence, Tuscany. It is Italy's best-
selling fashion brand and one of the country's oldest. Gucci began as a bag
manufacturer, like many traditional fashion firms do, producing luxury travel goods for
Italy's aristocratic and upper classes. Initially, the firm focused on leather products such
as bags and shoes, as well as silk goods and premium knitwear. Gucci incorporated
luxury accessories such as sunglasses, jewelry, and watches to their product line in the
mid-1960s. Gucci's iconic emblem was created by Aldo Gucci, one of Guccio's sons.
Guccio Gucci is represented by the two G's in a memorable and timeless fashion.
Gucci Company's objective is to become the global leader in the luxury industry. The
brand places a premium on craftsmanship and describes itself as cool and responsible.
Gucci currently manufactures apparel, bags, accessories, shoes, fragrances, and
cosmetics. Gucci bags, such as the Gucci Bamboo, are iconic. In 1947, the first Gucci
Bamboo handbag debuted. Craftsman of Gucci use bamboo to create strong handle for
the handbag when materials were in short supply due to the impact of World War II.
(Roberta Lister,2019)
2.0 MACROENVIRONMENT
There are a few of factors in the macro environment that affect the Gucci Bamboo
handbag decision as in the demographic factor.This factor refers to the study of human
populations, which encompasses factors such as size, density, age, gender, location, and
so on. Gucci Company showed us that they use demographic environment as a basis as
the Gucci handbag seems to aim more on female. This is proved at the official website
of Gucci as there are more choices for women’s bags compared to men’s bags. There
are handle bags, tote bags, shoulder bags, belt bags, pouch and backpack in the
women’s bags category. Each type of bags is crafted and designed with various types
of shape, colours and sizes to meet the customers’ needs in Malaysia. For example,
there are bags come out in round shape, bucket shape and there is medium size, mini
size of bags for different 5 types of female customers. Gucci Bamboo handbag focused
more on female because female like to shop and they are usually better shoppers than
male. Women are willing to invest time and energy to do comparison and research of
products which made them to be shrewd consumers compared to men. In other words,
women are more selective consumers and more likely to buy products that satisfy all
their requirements.(Michael Lewis,2014)
Furthermore, one of the Gucci Company's selections that is influenced by the
demographic context is their distribution. Gucci handbags outlets are more common in
Malaysia's urban areas, such as Kuala Lumpur and Johor.Gucci handbags can be found
in prosperous areas and malls such as The Gardens Mall, Pavilion Mall, Suria KLCC
mall in Kuala Lumpur's downtown, and Johor Premium Outlets at Johor Bahru. People
that live in these areas are typically wealthy and able to afford luxury items such as
Gucci bags. Malaysia's capital, Kuala Lumpur, has a population of 1.8 million people
and is the country's largest metropolis. Malaysia's most populous areas are Kuala
Lumpur and Klang, followed by Kampung Baru Subang and Johor Bahru. The
development of big cities draws not only locals but also foreigners to visit on a yearly
basis since they have improved infrastructure and facilities, top-notch entertainment,
and cultural diversity. MasterCard ranks Kuala Lumpur as the third most visited Asia-
Pacific city in 2018, with 13.8 million overnight visitors. Gucci stores that are
strategically positioned benefit. Most of these places have public transit that can save
customers' time and money, which has resulted in Gucci handbags having a high
number of shoppers owing to the convenience and accessibility to visit their stores and
make a purchase.
There are a few of factors in the macro environment that affect the Gucci Bamboo
handbag decision as in the demographic factor.This factor refers to the study of human
populations, which encompasses factors such as size, density, age, gender, location, and
so on. Gucci Company showed us that they use demographic environment as a basis as
the Gucci handbag seems to aim more on female. This is proved at the official website
of Gucci as there are more choices for women’s bags compared to men’s bags. There
are handle bags, tote bags, shoulder bags, belt bags, pouch and backpack in the
women’s bags category. Each type of bags is crafted and designed with various types
of shape, colours and sizes to meet the customers’ needs in Malaysia. For example,
there are bags come out in round shape, bucket shape and there is medium size, mini
size of bags for different 5 types of female customers. Gucci Bamboo handbag focused
more on female because female like to shop and they are usually better shoppers than
male. Women are willing to invest time and energy to do comparison and research of
products which made them to be shrewd consumers compared to men. In other words,
women are more selective consumers and more likely to buy products that satisfy all
their requirements.(Michael Lewis,2014)
Furthermore, one of the Gucci Company's selections that is influenced by the
demographic context is their distribution. Gucci handbags outlets are more common in
Malaysia's urban areas, such as Kuala Lumpur and Johor.Gucci handbags can be found
in prosperous areas and malls such as The Gardens Mall, Pavilion Mall, Suria KLCC
mall in Kuala Lumpur's downtown, and Johor Premium Outlets at Johor Bahru. People
that live in these areas are typically wealthy and able to afford luxury items such as
Gucci bags. Malaysia's capital, Kuala Lumpur, has a population of 1.8 million people
and is the country's largest metropolis. Malaysia's most populous areas are Kuala
Lumpur and Klang, followed by Kampung Baru Subang and Johor Bahru. The
development of big cities draws not only locals but also foreigners to visit on a yearly
basis since they have improved infrastructure and facilities, top-notch entertainment,
and cultural diversity. MasterCard ranks Kuala Lumpur as the third most visited Asia-
Pacific city in 2018, with 13.8 million overnight visitors. Gucci stores that are
strategically positioned benefit. Most of these places have public transit that can save
customers' time and money, which has resulted in Gucci handbags having a high
number of shoppers owing to the convenience and accessibility to visit their stores and
make a purchase.
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