Italian fashion brand, Gucci, is regarded as the world’s biggest-selling and most recognisable Italian brand. Founded in 1921 in Florence by Guccio Gucci, the brand is widely known for its high-quality, luxury products, which include clothes, shoes, handbags, sunglasses and other accessories.
Creating products for women, men and children, Gucci is today considered a brand of luxury and innovation, rather than tradition or affordability and is today valued at $6.4 billion.
Read on to find out what branding lessons we can learn from one of the world’s leading luxury brands:
Expand your Target Audience
Gucci’s primary target market has always been high income, high status, middle-aged businessmen and women. However in the late 1980s/early 1990s, the brand went on to incorporate a ‘trendy’ brand in addition to its more mature line, designed to appeal to a younger audience.
The purpose of the campaign was to reignite international interest in this brand and prevent it from becoming associated with one specific generation. As a result of the campaign, Gucci went on to accelerate its international appeal and reach out to an even wider audience. It is now regarded as a brand that has successfully matured with aristocratic lines – instead of becoming boring.
Care about your Customers
Today, Gucci operates in 450 stores across the globe including franchise stores, duty free boutiques, leading department stores and speciality stores. In addition to repositioning its brand to appeal to a wider audience, Gucci also tailored its lines of products to ensure they perfectly matched the tastes of their customers. To do this, the brand performed in-depth market research about its client base in order to establish their ambitions, tastes and needs. As such, they were able to create products that matched the exact needs of their clients.
Adopt a Range of Marketing Techniques
Gucci is also unafraid to embrace technological changes and has been seen across a range of marketing platforms including social media, online advertising, organic search engine and offline promotion. As any successful business will tell you, it has never been more important to keep up with the ever-changing marketing stratosphere while also remembering that traditional approaches remain effective.
Focus on Brand Positioning & Strategic Orientation
Gucci is also renowned for its very strong brand image that focuses on sophistication, high-class, high-quality and innovation. As a product leader, it is a strategically orientated brand that successfully appeals to its customers’ self-worth, prestige, status and image.
Code of Business Conduct
Finally, Gucci is committed to maintaining a consistent brand strategy that focuses on exclusivity, appeal, prestige and quality. Despite adopting modern marketing techniques such as social media marketing and online marketing, the brand still remains committed to its values.
To learn more about the brand strategy and brand management services available at 8 Ways Media, please visit our branding services page.
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