This report analyzes Gucci's retail operations and strategies, examining its history, position in the UK fashion retail market, and key influencing factors. It includes a SWOT analysis, Porter's Five Forces analysis, and recommendations for future growth.
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RETAIL THEORY AND PRACTICE
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INTRODUCTION Retail theory and practices consider effective functions and operations that assists to save time and ensure that customers can easily locate desired merchandise and return home at higher satisfaction level (Moraes, Carrigan and McGrath, 2017). Present study based on the Gucci which is luxury brand of fashion and leather goods. They provide several kinds of goods in different areas of location to concentrate on the development of effective operations and functions. For gaining insight information of the present report, it covers introduction to retail business and company. Furthermore, it analysis relevant changes in UK fashion retail to concentrate on more significant advantages. At last, suggestion has been discussed with tactics that used by the organisation to accomplish desired level of results. MAIN BODY Introduction to retail In order to develop more significant advantages, retail process consider selling and distribution of goods and services with using different channels. In this regard, main motive of the business to to earn more profits.Retailers satisfy demand with using supply chain to accomplish goals and objectives. In simple term, it implies first hand transactions with customers so that goods and services can be deliver on appropriate time at affordable price. It creates impact positively on economy with involve high annual sales and employment. There are different kinds of retail activities successfully develop from which fashion retailing is one of the famous way inwhich design and manufactured different kinds of products with selling purpose (Syntetos, Babai and Nikolopoulos, 2016).In addition to this, several marketers are also needed to concentrate on assessment and define fashion to produce and fulfil needs as per customers requirements. Introduction to the company Gucci is Italian fashion brand which was founded on 1921 and operate successfully in the industry. Brand is also started to produce luxury travel goods for Italy's wealthy upper classes as well as equestrian equipments. From 1980, the chosen company is known as global contender and notable fashion label. Therefore,they serve with initial public offering and develop more profitability in successful manner to build to acquire license and renamed it Gucci Timepieces. Headquarter of the company exists in Florence. From 2016, the company has focused on internet 1
presence which is continuouslydeveloped their performances with several persons in 2017 with more than 115% increase in growth so that earned media value is one of the greatest advantage to look upon more revenue generation. Growth of the company can be linked with its success so that digital marketing strategies allowedwhich develop more digital technology and develop store experience with integrate results(Marcella and Rowley, 2015). Furthermore, Gucci also focused on online shopping experience that assists to create digitaltechnologydevelopmentthatassiststomeetwithrichtargetswithsocialmedia promotion. As a result,it can be stated that company has actively participated behind different scene. With the help of additional information, it can be stated that pattern and styles of each products design assists to allowed tocustomer to maintain their relationship with different consideration of the organisation.Social media has strong presence of digital online activities so that they are heavily active across the different social media platforms with brand name. There are different tools used such as Facebook, Twitter, Google+, etc. The company has wide size in the world because they operate in different countries with their innovative functions and operations. Key relevant changes within the UK fashion retail Gucci is known as the strongest and famous brand in clothing, shoes and accessories. In UK, there are several key relevant changes has been implemented that create impact on the company. They are as follows:Political factors: Political factor create major impact on the Gucci. Government has change their rules and regulations that create impact on the chosen business. The company faces some negative effects because of strong laws and regulations in the country.However,positiveimpactonthecompanyisregulatedwithintroducing advertisement strategy with government support (Baker and Saren, 2016).Economic factors: Gucci face challenge in the market due to economic factors such as skimmed prices and customer looking for insurance before purchase. Issues are not highlighted when the company operate at international market. Gross domestic products and living standards generally develop with positive effect on economic growth.Social factors: Gucci also trying to provide the best luxury products in the country as per customerdemandandrequirements.However,changesinthemarkettrendsand customers needs requires more material and used of products. Social campaigns and 2
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media coverage and media coverage influence production in the chosen business. The company has positive impact on lifestyle of people, improvement in living standards as well.Technological factors: In the country, there are different technical elements create major impact on the results and outcomes. Advancements in technology create major impact on eachbusinessonthebasisofhugeconsideration.Theyprovideeasymeansof communication to cover market areas. In this way, high value can be capture in niche market that assists to create advance results in the country. For example, Facebook, Twitter, Snapchat, Pinterest, etc.Legalfactors: The chosen business strictly consider their rules and regulations with law to sell products and services with brand development process. In this way, unique products and services will be continuously develop to gain more effective information. Limited liability is one of the important factor which need to be focused by the organisation to focus on the relevant and effective performances (PESTLE Analysis of GUCCI,2018). Environmentalfactors: Environmental factors are also created impact on Gucci to target rightactivistanddescribemanufacturingincludingnaturalresources.Therefore, Protection of people also successfully develop to nourish them as well. Furthermore, the chosen business also create successful plan to eliminate all hazards by 2020. Relevant changes within the micro environment In order to consider micro environment analysis, it can be stated that porter five forces is leading in global brand in the luxury goods market. It can be successfully applied in the market to develop more significant advantages. It includes following elements that can create significant impact on the business:Bargaining power of suppliers (Low): In the UK market, there are several suppliers exists those have diverse distribution channels so that there is low bargaining power of suppliers (Clegg, Kornberger and Pitsis, 2015). In this consideration, it can be stated that it create positive impact on the Gucci to take several advantages in positive consideration. Furthermore,when critical production is also similar it is easier to develop mix and match input to reduce bargaining power of supplierswhich impact positive on the company. 3
Bargaining power of buyers (Moderate): Gucci is successful brand in the country which consider less sensitive to prices and increase inelastic demand. Therefore, it impacts positive on the results to focus on the desired results at workplace.Furthermore, when consumers using products they need to pay appropriate attention for one product with attention for one product which impact positive on Gucci.When customers possess less choice, they need to focus on their choice availability. Hence, limited buyer choice create positive impact on the chosen business to attain more effective results (Gardetti and Torres, 2017).Existing rivalry (High): In the UK market, industries are growing revenue quickly so that it is less likely to compete with large industries so that itassists to focus on growing business performances as well. It creates positive effect the chosen business. With this regard, less growth of the company create negative impact on overall functioning and outcomes.For instance, Zara, Baggit, etc. brands create competitive rivalry among existing businesses in the country. When country has low exit barriers,weak businesses are leaving market that increase more development of the businesses(Syntetos, Babai and Nikolopoulos, 2016).Threat of substitute (Low): In UK, there are less number of substitute products for Gucci. As a result, customers are not easily find other products and services availability that can fulfil needs easily. Hence, limited substitute of the products create positive impact on the chosen business. As a result, it considers more effective advantages to produce positive results at workplace. Threat of new competitors (Moderate):Furthermore, in the UK market weak network distribution also create negative impact on customers. As a result, more expensive results need to be implement in all around work and easily attract customers as well.Therefore, expenses of building strong distribution network create positive impact on the Gucci. There is high and more requirements of money to produce more products and services in the country (Subramanian and Gunasekaran, 2015). As a result, threat of new competitors continuously increasing which create negative impact on the results and outcomes. Suggest and discuss strategies with tactics that used in Gucci In order to consider successful results, it can be stated that Gucci using different strategies and tactics that can be help to suggest effective work performances at workplace. 4
SWOT analysisStrength: Gucci has strong brand image and equity which is important for more business development.Furthermore,thecompanyhasfullycontrolledontheirdistribution channels. As a result, it impacts positive on the company's outcomes. Strong value chain of the chosen business also assists to maintain positive relationship with customers, retailers and suppliers. There are more than 250 employees work those are operated in stores of Gucci to produce more desired results. Excellent advertisement activities also assists to focus on the make themselves as top and largest brand of the country which is beneficial to concentrate on profit earning activities (Armstrong, Niinimäki and Lang, 2015).Weakness: One of the greatest weakness of company is they need to invest huge amount of money to protect and maintain their brand image. Furthermore, the company also facing issue of largeamount ofmoney has been reduced so that brand successfully develop in all over the world.Opportunities: The chosen business has opportunity to emerging their market in luxury items in different countries such as China, India, etc. Creating competitive advantages in different business segments means that company has opportunity to develop brand performances (Marcella and Rowley, 2015). In order to target youth segment, the company also establish their functions and operations with stylish design. Furthermore, thechosenbusinessalsoprovidesnewtechnologythatassiststocreatemore opportunities to perform several practices in the country. In new market, it has been seen that firm can enable to maintain loyal customers with great services in the country. As a result, other value oriented propositions can be successfully develop in the market. New environment policies also assists to create opportunities that increase paying level in a particular field for all players in the industry (Carter and Yeo, 2016). It represents great opportunities for Gucci that drive the latest technology and gain more market share in the new product category. Threats: However,Gucci have opportunities to attain competitive results with having limited market share growth in the country. Products substitution easily available in the market so that it also create impact on the results and performances of the business. Being a global brand, there are several threats exists such as vulnerable to global price 5
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fluctuations, recession, etc. (Pedersen, Gwozdz and Hvass, 2018). The selected business also face issues and lawsuits in different areas of the world so thatit create impact on overall work and effective functioning of the business. Regarding products and services, regular services must be given to increase innovative results over the years. There are numerous products available to take right response. Strategies and tactics that can be used by GucciMaintain strong fashion brand with strong brand image: In order to develop more significant advantages, it can be stated that Gucci need to maintain strong fashion brand with positive brand image (Clegg, Kornberger and Pitsis, 2015). Therefore, it assists to focus on the effective distribution channels that helps to provide different outlets at a particular time.Makespositivepartnershipwithleadingagencies:Furthermore,Guccineedto concentrate on partnership activities that assists to lead and takes initiative and most important part of CSR. As a result, it increases several benefits to focus on the more creativity and effectiveness that ascertained desired results of outcomes (Caniato, Caridi and Spina, 2014). On the basis of fashion brand performances, it can be stated that the chosen business can easily concentrate on strong presence in international areas. Strongpresenceininternationalmarket:Inadditiontothis,anotherstrategy successfully develop to consider string presence in international market. With the help of global expansion, Gucci can easily develop their value and performances that create strong presence to maintained diversification strategy. With the help of huge number of portfolio brand, the chosen enterprise will able to gain more successful results at workplace. Therefore, it expands more creativity at workplace (Moraes, Carrigan and McGrath, 2017). Recommendations Gucci is a luxury brand that known by millions of people across the world. It is highly competitive industry so that it is important to maintain attention towards different types of products and services. With great number of luxury shoppers, the chosen business using social media that increasing more profits and revenue in the company (Leigh and Blakely, 2016). Following are certain recommendations can be provide in the chosen business to increase their brand performances: 6
Implement successful social media platform: Gucci need to focus on the social media activities that assists to increase positive results to attain more desired level results. In this context, different tools and activities such as Facebook, Instagram, etc. must be implement in business to gain more desired level of results at workplace (Shanks and Tilley, 2016). Furthermore, it also assists to increase brand performances of the company with these tools.Focus on more advertisement: Furthermore, the chosen business need to focus on more advertisement activities. This is because, it assists to increase significant advantages to look overall performances at workplace. With this regard, internet tools must be used by Gucci to focus on the creativity and effectiveness (Baker and Saren, 2016). As a result, it assists to attract more customers in the business. Implement brand development strategies: Moreover, Gucci need to focus on brand development strategies such as attaining competitive advantages which is useful to maintain creativity at workplace. With the help of these tools and activities, chosen business able to communicate several advantages in the whole country (Ko, Phau and Aiello, 2016). CONCLUSION From the above report, it can be concluded that fashion retail industry continuously growing to produce desired level of results at workplace. In this consideration, it can be stated thatGuccioperatingmoresignificantadvantageswithcompetingseveralfashionrelated businesses. As a result, it contains more profitability and effectiveness to attain desired level of results. Furthermore, it summarised about PESTLE analysis and its positive and negative impact on the business. Its impact can be successfully analysis so that they can produce more systematic work performances in the business. Political create positively impact to attain more creativity and effectiveness to gain more growth and development at workplace. Moreover, it articulated about Porter five forces model which contain competitive advantages in the business to focus on the goals and objectives of the business. At last, strategies and tactics has been developed which shows recommendations to produce appropriate working at workplace. 7
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