Ch. 7 - Business Marketing

As Gucci has been in operation over the decades, it has experienced dramatic changes, they have had to overcome in order to sustain their competitive edge and to remain as a popular luxury brand

The Gucci Empire now consists of eleven leading brands and varies the channels of distribution for each. 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.  The salespeople are model like, smartly dressed all in black and ready to assist consumers in any way.  Even the security guard is suitably dressed to add to the image