Branding and Positioning - Gucci

BSc Branding & Positioning

Minor assessment Academic

Year 2017/2018

Course: Branding and Positioning

Module Leader: John Wyse

Name: Abhishek Varma

In the world of high end fashion brands Gucci is one of the most prominent one. Gucci is popular for its craftsmanship and high quality products. The words one associates with the brand after hearing Gucci are trendy, high end fashion, luxury lifestyle, glamour, classy, craftsmanship, quality, leather which together make the brand association cloud of Gucci. Some of these are the major components one associates with the brand. These components also play an important role in the segmented roles of the company’s business approaches

Gucci monogram, the GG monogram of the brand is widely known in the fashion sphere. The monogram adds up to the unique style and individuality element of the brand. Gucci with its elite level of equity, utilizes the GG monogram in most of its products specially scarf, bags, sunglasses and shoes as a fashion statement which is well adapted and followed as a trend which has been adopted by many of its followers.

Italian , although Gucci is owned by the French group “Kering” lately, the customers still associate the brand as an Italian brand. Gucci tells a story which is Italian, the brand is able to express its Italian heritage and roots by the means of its fashion element, predominantly its colours and styles as well as from its advertising. The immense involvement of Italian heritage aids Gucci to maintain its imagery of a high end fashion brand.

Quality and price, Lately Gucci’s target market apart from high income customers are more than moderate and moderate income customers. With one of its key phrase “quality is remembered long after the price is forgotten”, the brand expresses its specialization in producing high quality products as well as creates a sense of need in the market for the customers to buy Gucci product even if the price is not desirable for the customers.

Luxury Lifestyle, Gucci holds its position of luxury in the sphere of luxury lifestyle. The brand is associated to the customers with its unique identity of being fashionable, stylish and luxurious. The brand is able to make its customers feel a part of the exclusive Gucci family by its positioning as a luxury lifestyle brand.

Leather, Gucci is immensely known for its qualitative specialization in leather goods. Gucci products are made in Italy which add up to its image of skilful, genuine quality and high fashion .The company generates a dominating part of its income from leather products. According to Kering’s website 55% of the total of revenue in 2016 was generated by leather products which equal to 2407.9 billion Euros.

Craftsmanship, Gucci products specially bags, shoes, belts, wallets are known for their optimum craftsmanship and play a significant role in adding value to the image of the brand. Moreover the “Made in Italy” tag adds a benchmark of its skilful tailoring and the quality it delivers.