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Transcript of Gucci CBBE
The logo is 'the most recognisable fashion logo ever created' (Famous Logos, n.d.)
The 'Made in Italy' slogan directly relates to the country of origin
Italy is a leading country in art, fashion, and design
Gucci is all about Italian design
Gucci was cited as having the most expensive pair of jeans "Genius Jeans" in existence. Sold for $3,134 !
Personalization: Kit out Rolls Royce's with Gucci interior
The key functional benefits are quality and design
Top end price range
Made to measure clothing line
Same day delivery in New York
Complimentary gifts with every purchase
Corporate Social Responsibility : 'Chime for Change'
Gucci founded a community to promote education, health and justice for women around the globe.
Duality in brand positioning pairing modernity and heritage
Strategic alliances with celebrities as Brand Ambassadors - sign of prestige
Gucci combines heritage, modernity, and prestige
Gucci: Key Facts & Figures
Loyal customers created blogs to converse with fellow enthusiasts to discuss Gucci products and
Founded in Florence, Italy by Gucio Gucci in 1921
High end fashion apparel and accessories
Annual revenue of 4.2 bln Euros (Business Week, 2009)
278 stores worldwide
38th top brand (Interbrand, 2013)
Guinness World Records (1998)
Brand energizes customers
Customer-Based Brand Equity Analysis
What should Gucci do in order to become the top brand in the luxury goods industry?
... focus on Resonance
Gucci is the most coveted and aspirational luxury brand in the world today.
Social media sites
Thank you. Presented by Sebastien Turnbull-Cooke & Robert Mitkov