Ch. 11- Developing and Managing Products

The image and aura of prestige surrounding Gucci gives added value to the products.  This is created through advertising, innovative designers and the whole experience of buying Gucci.

 

Gucci achieves this in many ways. The stores are located on expensive high street locations, thus attracting affluent consumers.  The window displays are provocative and the interior has a free flow layout as its visually appealing and allows consumers to browse comfortably.  The décor is rich and classic to add to the atmosphere of the store. Even the security guard is suitably dressed to add to the image. 

 

The distinctive Gucci packaging concludes the experience. Gucci has directly operated stores to ensure that they retain control over their products and can build their image around these stores.  About 70% of sales are done in Gucci stores alone. It is also possible to view and purchase Gucci products online, thus reaching a far greater target audience.