Gucci's Luxury Marketing Strategies: A Comprehensive Analysis

This report provides a detailed analysis of Gucci's luxury marketing strategies. It begins with an overview of the brand, followed by an examination of its current marketing strategies. The report delves into market research and trends, including fashion and luxury trends, consumer behavior, and retail and distribution trends. A competitive environment analysis is presented, along with a positioning map. The study then explores rationales for strategic decisions, including the need for social media and CSR strategies. The report concludes by emphasizing the importance of these strategies for brand building and product promotion. References from academic journals are included, providing a comprehensive overview of the subject.

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.