Time Line

1921 Guccio opens his first stores in Florence on Via Vigna Nuova and then Via del Parione.

40’sProduction of leather goods resumes after World War II. Aldo Gucci introduces the pigskin, which becomes a signature house material. The first bamboo-handled bag, inspired by the shape of a saddle, produced in this period

50’sRodolfo opens the first Milan store, Around this time, the green-red-green web becomes a hallmark of the company. Gucci becomes a pioneer of Italian design in the U.S. when Aldo opens the first American store.The Gucci loafer with metal horsebit is created

60’sStores open in London and Palm Beach.The bag that Jacqueline Kennedy is seen with is renamed the Jackie. Around this time, the GG logo is applied to canvas and used for products.The Flora scarf print is designed for Princess Grace of Monaco.

70’sContinues global expansion the aspirations of Aldo, to the Far East. Stores open in Tokyo and Hong Kong.The first fragrance launches.

90’sReady-to-wear parades for the first time at the Florentine fashion shows.The Anglo-Arabian holding company Investcorp purchases 50 percent of Gucci shares.

90’sTom Ford is appointed creative director..It is ultimately saved when white knight François Pinault of strategic investment firm PPR starts amassing a portfolio of luxury brands.2000’sFrida Giannini is appointed creative director of women’s at 2005.A year later, she adds the role of creative director for men’s wear.

Slogan

The price is forgotten long after the quality remains

Aldo Gucci

VisionWe empower an ensemble of powerful complementary brands to reach their full global growth potential.To achieve this vision, we  constantly push ourselves against the limits, in the most imaginative and sustainable manner.

Mission The ambition is to help people express, fulfil and enjoy themselves through our products.

ValuesThe Group has built a balanced collection of complementary consumer brands that enjoy powerful equity. They have global recognition, are deep rooted and true to their distinctive values.

Internal Analysis

GUCCI

BagWomen ready to

wear

Men ready to wear Kids Profum Watches Internal Analysis

New bambooLeather bag

1590 €

New jackieLeather bag

1800 €

JackieOriginal GG canvas bag

890 €

Gucci 1973Leather

handle bag 1700 €

StirrupZebra print

calf hair handle bag

2590 €

Product icons

Internal Analysis

Gucci collection spring summer 2013Women ready to wear

Flare pant 695 €

Tunic with

flounce sleeves1250 €

Print silk

pant 1150 €

Dahlia print silk

pant 1150 €

Dahlia print

georgette tunic top

995 €

Dahlia print silk

coat 1795 €

Grey animalier print tank 275 €Legging 650 €

Python miniskirt850 €

Jacquard python jacket

2900 euro Knit tank

595 €

Black silk

crepe shirt 750 €

Flora georgette dress 990 €

Blue jean jacket 1150 euro

Horsebit print 70 s shirt 595 €

Gaucho pant 650 €

Primula silk gown with neckline2900 €

Tiger flower print pant950 €

Georgette top 1100 €

Internal Analysis

Jacket 1520

€

Cotton skinny formal

pant 330 €

Polo 550 €

Yellow 1953 pant

520 €

Print silk Blouson 1190 €

White riding

sport pant420 €

Cardigan 735 €

Poli in seta blu

635 €

White pant 1953395 €

Denim jacket 890 €

Cotton knit 450 €

Mini infinity

flora print shorts 450 €

Bomber blu

890 €

Jeans bianco 295 €

Wool crew neck

sweater 420 €

Seersucker sport short

380 €

Gucci collection spring summer 2013

Men ready to wear

Internal Analysis

KIDS

Gucci collection spring summer 2013

Beige cotton canvas

jacket 490 € T-shirt grey light 80 €

Stretch denim

regular fit pant 165 € Baseball hat

85 €

Blue extra fine cotton

cardigan 195 €

Shirt light blue 135 €

White stretch denim

regular fit pant 165 € Papillon 65 €

Red washed gabardine

jacket 260 €Polo short

sleeve130 € Blue Striped

stretch cotton short

165 € Suede driver with 145 €

Blue striped stretch

Cotton jacket 275 €

Crest shirt 170 €

Pant 170 € Papillon 65 €

White silk dress 545 €Gold leather sandal 160 €

White cotton muslin with flora print

250 €Gold leather sandal with flora infinity insole 195 €

Long sleeve cardigan

165 €T-shirt 95 € Vintage rose print short

195 €

Black leather biker jacket

1450 € Imperial blue

silk sleeveless

dress 290 €

Internal Analysis

Women shoes

Men shoes

High heel sandal 750 €

Elizabeth pink tan leather high Heel pump

450 €

Collection 1953 horsebit loafer

for women 410 €

Betty high heel

bootie 695 €

Tall flat boot 895 €

New hollywoodHorsebit middle

Heel 395 €

1953 horsebit loafer 1953

collection for men 450 €

Black leather lace up 490 €

Soft leather driver 315 €

Hi top lace up

Sneaker 345 €

Lace up web detail

295 €

Horsebit mocassin 395 €

Internal Analysis

Internal Analysis

Fragrance for women and men

Gucci guiltyFiori

orientali50 ml Eau de toilette spray 71 €

Gucci premiere

50 ml eau de parfum spray83 €

Flora by gucci 50 ml

eau de toilette spray68 €

Flora by gucci

Fraganza floreale 50

ml eau de

toilette spray68 €

Gucci guilty pour

homme 90 ml

eau de toilette spray 81 €

Gucci guilty balck

50 mleau de toilette spray71 €

Gucci by gucci sport pour home 90ml eau de toilette

spray77 €

Gucci by gucci pour

homme 90ml eau de toilette

spray77 €

Women

Men

Internal Analysis

Watches and jewellery

Bamboo collection

watch with black dial

750 €

Twirl collection

small version 780 €

Gucci coupe

collection large

version 1980 €

Diamantissima hoopsEarrings

750 €

Horsebit Necklace 5570 €

Bamboo thin

bracelet 2850 €

Women

Men

MILAN LONDON TOYKO

NEWYORK SHANGHAI

Gucci flagship stores

Gucci now has 425 shops all over the world. It has also using franchise method for new shops and opening department stores. It’s today possible to find Gucci from East Asia to West America

Internal Analysis

Gucci advertising “sassaiola fiorentina”,

8 April 1922

Vogue USA 15 November

1946

Gucci advertising(Harper’s Bazzar )

USA oct.1967

Gucci Foto shooting

70 ° s

Gucci advertising

s/s 1989

Gucci advertising

A / w 1990 – 1991

Vogue Paris,

dic .2004

Vogue Japan Mar.2006

Gucci advertising Diamante

2010

Vogue UK May. 2000

ADVERDISING HISTORY

Internal Analysis

ADVERDISING CAMPAIGN Gucci ready to wear

2010

2011

Internal Analysis

ADVERDISING CAMPAIGN Gucci Profum

Flora by Gucci Gucci Guilty Gucci by Gucci

Internal Analysis

ADVERDISING CAMPAIGN Gucci forever now

FOREVER NOW Le Icone : il Morsetto Dalla tradizione equestre il simbolo del mocassino Gucci

FOREVER NOW CELEBRATING 90 YEARS OF TRADITION AND INNOVATION

FOREVER NOW Le Icone: flora raccontano una tradizione di eterna femminilità

FOREVER NOW Le Icone: il nastro verde e rosso

Internal Analysis

Online CommunicazioneGucci digital flagship

Internal Analysis

Followers 681,187

Online CommunicazioneGucci Twitter and

Pinterest

11,419 Followers

Internal Analysis

Online CommunicazioneGucci official Youtube

Gucci Fashion shows

Gucci Campaigns

Gucci Events

Gucci Craft

Gucci Forever Now

Gucci Special Projects

Gucci Kids

Gucci Outreach

Gucci Eyewear

Gucci Fragrances

Gucci Timepieces & Jewelry

500 by Gucci

Internal Analysis

Online CommunicazioneGucci Facebook and Tumblr

10,370,468 likes

Internal Analysis

Digital CommunicazioneGucci style

Internal Analysis

Gucci Museo

Internal Analysis

CollaborationGucci with Fiat 500

Internal Analysis

Aquariva Gucci

Internal Analysis

Income

3,638.8 million

Internal Analysis

Target

Women ready to wear :Russia Men ready to wear :Asia Bag : Russia , China, American, Brazil Wallet and small leather : Japan

Special target

Internal Analysis

SWOT Analysis

STRENGTHS WEAKNESS

OPPORTUNITIES THREATS

1. Strong Brand Image 2. Control its distribution Channels effectively3. Strong chain value with suppliers and retailers4. Directly operated stores5. Has a huge product portfolio like apparel, clothing, wallets, watches etc6. Gucci has partnered with UNICEF as a part of CSR initiative7. Associations with automobile companies like Ford, General Motors, Fiat added brand value

1. Emerging luxury markets in emerging economies like lussia ,brazil ,India and China2.Creating competitive advantage in different business segments(ex: sponsor talent young designer )3.To target the youth segment which stylish designs

1.Has to invest huge money in order to protect and maintain its brand image2.Diversified product range, hence has a risk of brand dilution

1.Extremely competitive segment2.Product substitution is easily available

External Analysis

Competition

Tradition

Luxury

Innovation

Price

The Prada brand was created in 1913 by Mr. Mario Prada and has since become one of the most prestigious and widely-recognized brands in the fashion and luxury goods industries. the Prada brand represents the best of Italian culture and tradition.

External Analysis

In 1925, Edoardo and Adele Fendi opened a small bag shop with a fur workshop in Rome on Via del Plebiscito. And so the Fendi story began, made of entrepreneurship and creativity, craftsmanship and technology.

External Analysis

Louis Vuitton Malletier, commonly referred to as Louis Vuitton or shortened to LV, is a French fashion house founded in 1854 by Louis Vuitton. The label's LV monogram appears on most of its products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website. For six consecutive years (2006–2012) Louis Vuitton has been named the world's most valuable luxury brand. Its 2012 valuation is 25.9 billion USD.

External Analysis

Christian Dior was a French fashion designer, best known as the founder of one of the world's top fashion houses, also called Christian Dior.

External Analysis

Conclusions of the analysis

Next step :1.Continue to keep strong brand image

2.Crea quality strategy for keep high income 3.Reduce product range , so as not to excess inventory

commodities

Student Jingcan Hu

Tutor Annamaria Tartaglia

Brand management

Giuseppe Di SommaVisual media

Fashion Communication a.a. 2012 . 2013

Project