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
