Zernikova Anastasiya
Makhoedova Tatyana
Ovsepyan Shogik
BRAND INTRODUCTION
Gucci, created by Guccio Gucci in Florence,
Italy in 1920, was initially committed to
making leather products, accessories and
handbags.
THE GUCCI HISTORY
When Guccio Gucci was a young man, he left
his native Florence, Italy and headed to
London to work at the Savoy Hotel. There he
watched the English elite come and go in
their finery and, more importantly for the
young Gucci, carrying their elegant luggage
made in the classic, sophisticated aesthetic
of the British nobility.
THE GUCCI
GUCCI AS A PRODUCT
 Expensive;
the products
below are
between £800
to £2,500
 GG logo
 Good quality
leather and
materials
GUCCI AS A PERSON
 Modern
 Socially
active
 Italian
heritage
 Luxury
lifestyle
IDENTITY
GUCCI AS AN ORGANISATION
 Most valuable Italian
brand
 The company generates
$10.8 billion world-wide
(Forbes, 2020 ranking)
 Gucci is a part Gucci's
of thebrand positioning as per
INTERBRAND world's most valuable
Kering Group
brands ranking 2020
 Publicly traded
 Global
GUCCI AS A SYMBOL
CONSUMER SEGMENTATION
TARGET MARKET
DEMOGRAPHICS
PSYCHOGRAPHICS
PEOPLE
TOM FORD
An important period in Gucci
advertising was during Tom
Ford’s era as creative
director from 1994 to 2004.
FRIDA GIANNINI
Gucci under Frida Giannini
took a drastic turn, as the
house’s advertising
campaigns was redefined
through a shift in overt
sexuality to a more
understated sensuality.
ALESSANDRO MICHELE
Under Alessandro Michele,
Gucci’s aesthetics has
drastically changed. This
began by the Pre-Fall
2015 collection.
GUCCI PRINT ADS AND CAMPAIGNS THROUGH THE YEARS
1920s to
1960s
1970s
1980s
1990 to 1994 (Pre-Seasonal
Campaign Tom Ford)
Frida Giannini Era as Gucci Creative
Director
Alessandro Michele as Gucci Creative
Director
PROMOTION
1. ONLINE PROMOTION
Red Book is an ecommerce platform
for lifestyle and
consumption
decision, where
users can share
experience in
overseas shopping
as well as
makeup, skin
care, sports,
tourism, a
Facebook,
furniture,
top
social
travel,
hotels
App
of photo
and restaurants.
sharing,
has
a login user
number of
2.45 billion
each month
and an active
user number
of 1.62
million each
Red book
Weibo
Tik-tok
Facebook
Instagram
Weibo, with
over 300
million users
in total, is an
influential
domestic
platform with a
huge number of
active users.
After
Gucci
registeringan
an
registered
account in
official
TikWeibo,
Gucci
Tok account on
has accumulated
April
29,
1.97
million
2020. Two
fans.
months later,
the number of
its fans rose
to 646,000 and
there were
3.986 million
"likes" in
response to
2. OFFLINE PROMOTION
CORPORATE CULTURE
A
positive
corporate
culture
of
the
Gucci
company
helps
achieve
higher
organizational
effectiveness,
because
people there feel part of
a positive environment.
The
benefits
include
increased
productivity,
employee
engagement,
financial performance and
customer satisfaction.
“We believe that the best workplace is a
happy workplace; this is why we
continuously invest in a strong corporate
Gucci’s corporate culture
value
We are
respectful
1
2
3
Gucci’s
corporate
values
4
5
6
We are
changemakers
We are
trustworthy
We are
responsible
We are daring
We are
inclusive
80% of employees at Gucci America Inc say it
is a great place to work compared to 59% of
employees at a typical U.S.-based company.
Certification
SMM
THANK YOU FOR YOUR
ATTENTION