Ch. 16 - Advertising, Public Relations and Sales Promotion

Gucci's goal is to reach customers between the ages of 16 and 60, which means advertising in Vogue, Architectural Digest, Conde Nast Traveler, The New York Times Magazine, Vanity Fair and GQ. Gucci also advertise in all the major life-style and travel magazines

Alex Paige is Gucci's public relation coordinator. Alex spends his days communicating Gucci’s brand. In addition, his responsibility is to make sure all PR bases are covered, and he splits his time responding to Gucci’s international offices, distributing industry news around the office, coordinating sample send-outs to stylists and publications, and managing the general expense budgets for his team.

Gucci sales promotion varies, you can download coupons online and receive a discount, get 20, 30 or 40% off products on holidays, and buy items when they're out of season.  Lastly, you can go to the Gucci's outlet and purchase items at retail price.

Ch. 14 - Marketing Channels and Retailing



Gucci launched its US e-commerce site in 2002.  In addition, the site operates in 17 countries in 8 different languages, while ecommerce is offered in 12 countries. With over 2,000 skus available online the gucci.com site is considered one of the benchmarks of the fashion industry.  Furthermore, Gucci has been successful in attracting new customers is because of the attention paid to the internet. Through the site, Facebook, Twitter and the Gucci App, the brand reaches a growing digitally customer base.

The Gucci Official page on Facebook has over 900,000 fans and is growing steadily. At the end of 2014, the Gucci App, which is updated every two months, counts more than 600,000 downloads and over 1,100,000 updates.

 

 

 

 

 

 

Ch. 6 - Consumer Decision Making

Gucci understands the importance of keeping their customers happy. Therefore, their decision making is paramount. The logo and icons for which Gucci is recognized all over the world continues to expand because of the in-store surveys and high demand from customers.

 

 In addition, each item tell a story, and the customers loves the wonderful narratives behind them. First, it's the iconic bamboo handle of the Gucci’s Bamboo bag that was first introduced in 1947. Second, it is the Gucci’s signature interlocked G belts. Last but not least, is the Gucci’s men and women sneakers collection, that can be worn at a formal affair, or at a sports event.

 

 Keeping in mind of the customer, you can purchase all these items on Gucci's website, globally and internationally. Furthermore, it can also be said that their decision making over the years promoting its business activities, on social media, fashion shows, and endorsements helps create awareness of its products to its customers.

Ch. 5 - Developing a Global Vision

Gucci, Louis Vuitton, Hermes, Chanel and Prada are in close competition. Therefore, Gucci emphasis in the Chinese market is crucial because China is ranked number 2 in buying power. “The future of the world will be profoundly shaped by China’s rush toward consumerism,” says Karl Gerth, an expert on Chinese consumption at the University of California, San Diego.

Interestedly enough, Gucci is faced with consumer issues in major urban city like Shanghai and Beijing, because those customer can afford the luxury brand, whereas, the secondary cities still sees Gucci has a novelty.

Rather than building new stores, Gucci’s new approach is offering entry level leather goods and accessories, in its new locations, than gradually introducing ready-to-wear and other accessories as consumer tastes grows. This way, Chinese consumers at different stages of luxury spending are able to acquire well-suited products from the same brand.