HISTORY OF GUCCI

INTRODUCTION
Founded in 1921 by Guccio Gucci in Florence, Italy.
In 1897, Guccio Gucci went to London and started working in
the Savoy hotel as a porter.
In 1921, he opened the first Gucci boutique in Florence on Via
della Vigna Nuova
Synonymous with luxury with an almost uninterrupted
continuity.
Known for luxury fashion items including handbags, ready-
to-wear, and accessories.
Renowned for Italian craftsmanship, attention to detail, and
innovation in fashion and design.
Operates 538 stores worldwide with over 20,000 employees.

Source https://www.gucci.com/us/en/nst/history-of-gucci Page 02

FIRST GUCCI STORE
BRAND VALUES
 PEOPLE:
01
We champion inclusivity,
diversity and equality, so
that everyone in our global
community can be their
authentic, unique and
diverse selves.

02
PLANET:
We are reducing our impacts
“UNIFYING THE PRINCIPLES WE UPHOLD and creating sustainable
AND THE ACTIONS WE PURSUE TO TREAT supply chains to help protect
OUR WORLD AND EACH OTHER BETTER, and restore nature for the
FOR OUR COLLECTIVE FUTURE.” future.
LOGO DESIGN
GUCCI has not really changed its logo in the past 103 years but it uses a lot of variations in the design.
They introduced the new logo of iconic interlocking Gs in 1992..
GUCCI’s double-G logo is unique, simple, memorable and timeless that had been impeccably placed which become an iconic symbol in the
fashion world, contributing to the brand’s success and desirability.
The logo is primarily monochrome but adapts to various color schemes, notably green, gold and red, used in products like bags and shoes
High-luxurious

ARCHITECTURAL
stores.

Modern Architecture
with gold and

DESIGN
elegant aesthetics.

Gucci stores are

designed to exude
elegance,
sophistication, and
exclusivity, creating
a unique shopping
environment that
reflects the brand's
prestigious
reputation in the
fashion industry.
FLAGSHIP STORES
MILAN NEW YORK SYDNEY
 SOUND DESIGN

With the help of sound, GUCCI wanted to make the frame deeper and expand the frame of the
image, emphasize the sophistication and attention of the brand to details.
Gucci used Jellu audio in order to show that sound design can be self-sufficient to create
emotions in the viewers eyes
WATCHES READY-TO-WEAR HANDBAGS FRAGRANCES FOOTWEAR

PRODUCTS

BEAUTY ACCESSORIES JEWELLERY HOME DECOR

 ICONIC PRODUCTS

OPHIDIA JUMBO BAG GG MARMONT BELT GG MARMONT HANDBAG

HORSEBIT LOAFERS INTERLOCKING G TECHNICAL JERSEY ZIPPER JACKET

GG WOOL JACQUARD SCARF

INTERLOCKING G TECHNICAL JERSEY ZIPPER PANTS

KEY INSPIRATION
Equestrian background
 TARGET CONSUMERS
Primary Target New Target Secondary Target
Age: 25-45 years old (Millennials & Gen Z)
Age: 18-24 years old (Gen Z) Age: 45-65 years old (Gen X & Baby Boomers)
Income: Affluent (high disposable
Income: Rising disposable income. Income: Established and affluent
income)

Gender: Primarily Female (with a growing Gender: More balanced focus on male Gender: Primarily Female (with a growing interest

male audience) and female audiences. from men)

 MISSION
The company`s mission is to become the leader in luxury market
at worldwide level.
 Gucci’s heritage of timeless
luxury and craftsmanship is
elevated within the House’s
vision of a modern, responsible
and circular luxury for the future.

VISION
By its very virtue, luxury has circularity
already built-in, retaining the quality and
longevity of its products to foster their
preservation and their rediscovery, again
and again.

GUCCI
CORPORATE VALUES
Inclusivity and Diversity

Quality and Craftsmanship

Integrity and Transparency

Innovation and Digitalization

Creativity and Innovation

Sustainability and Responsibility

 BRAND IDENTITY
Gucci's success lies in its ability to craft a brand identity that transcends fashion seasons. Gucci has mastered the art of
creating a visual language that speaks to its audience, making the brand instantly recognizable.
 PHYSICAL PERSONALITY
sophicated, cool, creative, audacious, authentic,
floral, red, green and leather innovative, distinctive

RELATIONSHIP CULTURE
confident, influential, proximity, Italy, art, renaissance
interactivity, personalization

REFLECT MEANTALISATION
‘I am different and i assume it’
youth ,openness, free ,singular ,vintage but modern
KEY COMPETITORS
 BRAND
POSITIONING

EDITION
 Threat of New
Entrants
High brand loyalty and
heritage in the luxury market
act as a barrier to entry.
OTHER SUBSTITUTES ARE
CREATING CHEAP AND FAKE
PRODUCT OF GUCCI

Bargaining Power
Threat of
Substitutes of Customers
(HIGH) (HIGH)
Gucci mainly faces substitution from brands like
Prada, Chanel, Christian Dior, Louis Vuitton. The
brand faces substitutes from cheap and fake
knock-offs where the logo of Gucci is added to the
Five Forces CUSTOMER ARE EAILY SWITCH
THEIR CHOICE. IT DEPEND ON THE
RELEVANCE OF DISTRIBUTORS
item with a bit of tweak to the logo design

Competitive
Bargaining Power Rivalry
of Suppliers
MODERATE
( HIGH)
Gucci uses a variety of raw material
suppliers, reducing dependence on any
CHANNEL, HERMÈS, LOUIS
single one.
MANUFACTURING OF GUCCI IS BASE IN
VITTON,PRADA IN EACH
ITALY,MILAN. THE SUPPLIERS CAN INCRESE
THE LABOR OR PRODUCT WHICH CAN TOSS PRODUCT LINE
THE LUXURY ESSENCE
 SUSTAINABLE PRACTICES
People
Promoting diversity
Providing inclusive and caring working environment
Protecting heritage, craftsmanship and future talent
Ensuring social and environmental standards in supply chain
NO. JAN 203
 SUSTAINABLE PRACTICES
Planet
Reducing our total environmental footprint by 40%
Decreasing our greenhouse gas emissions by 50%
Developing new eco-friendly sustainable sourcing, raw materials
Switching to renewable energy
Reducing waste, supporting the conservation and restoration of vital

NO. JAN 203 ecosystems.

PACKAGING
Paper and cardboard from responsibly
managed forests
Paste-dyed paper to reduce ink usage
2010 100% recycled polyester handles
No glue usage
No plastic coating
100% organic cotton ribbons
Recycled polystyrene hangers

100% Recyclable packaging

2020
E-commerce packaging
 COMMUNICATIOINS
SOCIAL MEDIA

Gucci is extensively active on

social media platforms
including instagram,
facebook, tiktok, etc. where
they showcase their
products and campaigns.

Celebrity endorsements and collaborations

Collaborations with
celebrities, high profile
influencers, designers
and artists.
COMMUNICATIOINS Storytelling through campaigns

Digital Platforms

Virtual try on
3D Visualization

Story telling through

campaigns like gucci
guilty, gucci bloom,
gucci garden
 REVENUE & SALES
In 2023, Gucci generated a remarkable €9.9 billion in revenue (Kering Annual Report).
Asia-Pacific has emerged as the leader, contributing a significant 39% to their total revenue share.(source: Statista)
According to Kering's Annual Report, a staggering 91% of their revenue comes from directly operated stores.
Leather goods takes the lead in for their most sold product, contributing a significant 53% to their overall revenue.
This aligns with Gucci's heritage of exquisite craftsmanship in leather products.(source: Statista)

Asia- Pacific Western Europe North America Japan

Gucci Saint Laurent Bottega Veneta Other houses* Rest of the World
12,000.0 40 Other
Watches & Jewelry
7%
5%
10,000.0

30
8,000.0
Ready- to- wear
15%

6,000.0
20

4,000.0 Leather Goods

53%

2,000.0 10

0.0 Shoes
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 20%

0
 Critical Analysis
CAPTURING THE MILLENNIAL DIGITAL DOMINATION: EARLY E-COMMERCE ADOPTION
MINDSET
Gucci recognized the shift to online The brand seamlessly integrates
Gucci's fashion embraces online and in-store experiences
contemporary aesthetics, attracting shopping and established a strong
younger demographics who crave digital presence. for a cohesive shopping journey.
individuality. They actively engage with their Investing in a user-friendly
audience through strategic social website, mobile app, and
They leverage digital platforms features like "find-in-store"
and influencer partnerships to media campaigns, creating a sense of
community. enhances the customer
create buzz and a sense of
aspiration. experience.

GUCCI'S ARCHITECTURAL Creative Visionary at the Helm Sustainability Efforts:

DESIGN
brand's commitment in Creative Director Alessandro Environmental and Social Focus:
blending their Italian heritage Michele's focus on storytelling and Recognizing the growing importance of
with global cultural influences, pushing boundaries resonates with sustainability, Gucci implements eco-
creating unique experiences younger consumers.
Partnering with celebrities and artists conscious practices throughout their
that celebrate both like Harry Styles, Rihanna, and supply chain
tradition and innovation GucciGhost generates excitement
and expands their reach.
 RECOMMENDATIONS
The new creative director(Sabato De Sarno's) can reinterpret

Gucci's legacy through a fresh lens, creating a new chapter for the

brand while staying true to its core essence.

Gucci have stared telling their brand story on their social media

platforms very recently under the direction of their new creative

director, they should concentrate more on this aspect and allocate

more resources to develop it.

Partner with a renowned organization like the Ellen MacArthur

Foundation, known for their expertise in circular economy

principles.

Develop a unique take-back program for pre-owned Gucci items.

and they can recycle these products.

 NEW CONCEPT SUGGESTION
Concept: A luxurious and spacious tote bag constructed from a unique material called ReKnit, a blend of repurposed
cashmere and innovative bio-polymers. Innovation through customizations.

Contessa Cashmere Tote

 CONFIDENCE
CRAFTSMANSHIP
ELEGANCE

STYLISH
THANK YOU!
Kanchan sadashiv gundal
Nishi Jethalal patel
Sravani chintalapudi
Kunica Agarwal
Asmitha Thoppukkal Azkar
Anjali Rajendrakumar Shenoi