Gucci - Global Luxury Goods The essay analysis Gucci as a global provider of luxury goods from a marketing point of view.

International Marketing

Global Luxury Goods

Prepared by:

Tamás Halasy

July 7, 2003

MBA 1

2002/2003

Word count: 2,389

Table of contents

TABLE OF CONTENTS2

GUCCIS mart FORMULA3

MARKETING COMMUNICATIONS3

Advertising4

Direct Marketing4

PR4

IMAGE4

GROWTH MARKETS5

STANDARDIZATION OF THE MARKETING OF LUXURY GOODS6

GENERALIZATIONS RELATING TO THE GLOBAL LUXURY GOODS INDUSTRY7

SOURCES8

Gucci

Gucci is a global retailer of luxury, high quality fashion items: handbags, small leather goods and luggage, shoes, ties and scarves, RTW, watches and different personal items such as key chains, money clips, pens, etc.

Gucci makes its products on tap(predicate) to the public through 4 main distribution conduct:

·Directly operated stores;

·Franchise stores;

·Duty-free boutiques;

·Department stores.

Guccis Marketing Formula

Gucci has follow an international marketing outline of communicating a legitimate image to its customers around the world. To uphold the consistency, Gucci has centralized marketing trading operations to Florence, which provides all creative material, and controls all aspects of marketing.

The main marketing strategy of Gucci is designed to maintain a high profile and concordant visibility. This involves constant marketing of its products and image, which keeps the company constantly unmistakable to customers and the fashion world. To achieve this, Gucci has started increasing communications expenditure in the last 3 years, and is planning on continuing the development of its marketing budget.

Guccis products and marketing methods are not tailored accord to national needs or customs. It aims at reaching the growing global market segment of the well-to-do and newly rich, among which groups a homogenization of taste for luxury products has been detected. This group is a true example of the emergent phenomena of the global marketplace, where needs and perceive benefits are common from the USA to Europe to Japan. This global market segments price elasticity is low, meaning that they are not stirred by...

I think this essay was well written and I truly enjoyed reading all the facts about the Gucci industry.

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