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Answer of Question# 1: About The Brand: History

Gucci is an iconic Italian luxury brand known for its high-quality leather goods and fashion products. It started in the early 1900s crafting leather accessories and is now a global fashion house owned by Kering. Gucci preserves its heritage while incorporating modern styles and offers various product categories from leather goods and shoes to ready-to-wear and beauty. The brand's unique selling proposition is exquisite Italian craftsmanship and attention to design. Gucci aims to reinvent a modern approach to fashion while maintaining its influential legacy.

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156 views5 pages

Answer of Question# 1: About The Brand: History

Gucci is an iconic Italian luxury brand known for its high-quality leather goods and fashion products. It started in the early 1900s crafting leather accessories and is now a global fashion house owned by Kering. Gucci preserves its heritage while incorporating modern styles and offers various product categories from leather goods and shoes to ready-to-wear and beauty. The brand's unique selling proposition is exquisite Italian craftsmanship and attention to design. Gucci aims to reinvent a modern approach to fashion while maintaining its influential legacy.

Uploaded by

Shokry Amin
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Answer of Question# 1

About the brand: History


 Gucci is an Italian luxury brand. It is one of the most
influential luxury brands in the world. Initially, it
started with fine leather crafted accessories –
handbags, shoes (famous for loafers), and knitwear
and silks with an iconic unique pattern that can still
be seen today.

In 1999, 42% stake of the Gucci group was


purchased for $3 billion by the French Pinault-
Printemps-Redoute (PPR), now known as Kering
Group. Gucci is a company that is known to preserve
its heritage while incorporating modern styles in its
range. It has become one of the world’s most Founder of Gucci
successful manufacturers of high-end leather goods,
clothing, and other fashion products.-
toughnickel.com

Gucci today offers various product categories – leather


goods, shoes, ready-to-wear, watches and jewelry, and
beauty products. The unique selling proposition (USP) of
Gucci is its exquisite Italian craftsmanship, providing
customers with high-quality products and great attention to
the design of its products.

“Influential, innovative and progressive, Gucci is


reinventing a wholly modern approach to fashion”.
Gucci.com
CBBE Model of Gucci:

6-Resonance

4-Judgment 5-Feeling

2-Performance 3-Imagery

1-Salience

Brand Identiy:
1- Salience: Broad and deep awareness, high
recognition and moderate recall
heritage brand,active on social
media
Brand Meaning:
2- Perormance: high quality, Modern,
duarable and luxucios
products,high prices
3- imagery:Association with
italian,Heritage,tradition,
emphasize luxury
Brand Response:
4- Judjement
Overpriced, valuble products
5- feeling
Heritage,tradition, emphasize
luxury
Brand Relationship:
6- Resonance: fashion show, high loyalty of
customers ,More social media interaction,
florence-based call center provide expertise
of GG shops, customer engaged. -
vogebusiness.com
Components of Brand Equity:

Brand awareness:

Brand Knowledge:

Perceived Quality:

- Reliabulity

- Tangibilty

- Responsiveness

- Assurance

- Empathy

Brand Image:

Brand Loyalty:
Staging retro Branding of Gucci:

- Allow for rediscovery

- Connect with timeless customers values

- Stay true but contemporize:

Gucci is revisiting 1960s handbags and other classics


in its latest collection, mixing them with up-to-the-
minute sneakers and logoed skateboards

- Build community

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