report gucci

Content 1. About 2. Gucci Story 3. Timeline 4. Brand aim 5. Mission & Strategy 6. Brand Identity 7. Gucci Logo 8. Typography 9. Gucci Colours 10. Packaging 11. Brand Image 12. Target Market 13. Key People 14. Gucci Equilibrium 15. Chime For Change 16. Gucci Garden 17. Products & Product Range 18. Visual Merchandising 19. Refrences



About Founded - 1921 Country/Teritory - Italy Ceo - Marco Bizzarri Employees - 2,400 Headquaters - Florence Parent Company - Kering Gucci is one the most renowned and imaginative design. Gucci inuential luxury brands in the world operates in Europe, the United today, a genuine global reference States of America, Asia, the for fashion and accessories, and a Middle East, Australia. It has benchmark for modern, innovative 500+ directly operated stores, business. Founded in Florence in a directly operated online store 1921, the House is renowned for that works in 28 markets. Gucci eclectic and contemporary creations is the 2019 world’s fastest- that represent the pinnacle of Italian growing luxury brand, with a craftsmanship and are unsurpassed brand valuation of $15.9 billion, in quality, attention to detail and according to Interbrand.



The Gucci Story As an immigrant hotel worker in heir glamour to Florence, Paris and later London, young turning Gucci’s merchandise Guccio Gucci (1881–1953) was into international status symbols. impressed with the luxurious Movie stars like Grace Kelly, luggage he saw urbane guests bring Peter Sellers, and Audrey with them at the Savoy Hotel. Hepburn posed in Gucci’s Upon returning to his birthplace of clothing, accessories, and footwear Florence, a city distinguished for for lifestyle magazines around high-quality materials and skilled the world, contributing to the artisans, he established a shop in company’s growing reputation. 1920 that sold fine leather goods In 1947 the immediately with classic styling. recognizable Gucci icon, the Together with three of his sons, leather bag with bamboo handle, Aldo Gucci (1905–1990), Vasco was created. During the 1950s the Gucci (1907–1975), and Rodolfo trademark red stripped webbing Gucci (1912–1983), Gucci was introduced, taken from its expanded the company to include original form place on a saddle stores in Milan and Rome as well girth. This became an emblem as additional shops in Florence. much as the leather moccasin with Aldo and Rodolfo Gucci further the leather bit. expanded the company’s horizons Guccio Gucci created many of his in 1953 by establishing offices in classics early during the 1950s; New York City. Film stars and products such as luggage, ties, jet-set travelers to Italy during the shoes, and the famous handbags 1950s and 1960s brought sporting the bamboo handle.

Gucci Timeline 1921: Foundation of Gucci. by the Italian Craftsman Guccio Gucci The company logo “GG” are the initials of Guccio Gucci. 1921: Guccio Gucci, 40 years old, started the Gucci company as a small leather saddlery shop on 7 via della Vigna Nuova in Florence The first clients during the 1920s were Italien horsemen. 1938: Opening of a second Gucci store on via Condotti in Rome. 1951: Opening of a 3rd store via Montenapoleone in Milan 1955: Gucci name is registered as a trademark. 1959: Gucci Boutique in Rome moves to via Condotti. 1960: Gucci New York store moves to 5th Avenue, St Regis Hotel. 1961: Ppening of the Gucci store in London, opening of the Gucci store in Palm Beach. 1961: The US fashion icons Jackie Kennedy and Aimee de Heeren buy Gucci bags. 1963: Opening of the first Paris Gucci store on rue Saint Honore. 1966: Rodolfo Gucci designs for Flora silk print scarf for Princess Grace of Monaco. 1968: September Gucci opens a shoe boutique in the St Regis Hotel in New York. 1968: October, extension of the original Gucci store in Florence. 1975: Launch of the first Gucci perfume, Gucci N° 1. 1980: Tensions within the family, Paolo Gucci gets fired. 1981: Launch of the Gucci Acessory Collection. 1982: Gucci shares became listed on the stockmarked. 1984: The lawyer Domenico De Sole becomes president of Gucci America.

1985: Gucci products enter the permanent Moma collection. 1986: Internal Gucci family fights result in an IRS investigation on the company and Aldo Gucci has to go to prison for one year. 1989: Investcorp owns 50% of the stocks. 1989: Dawn Mello from Bergdorf Goodman become head stylist (until 1994). 1990: Aldo Gucci dies as a result of the stress in the battles with his son. A young Texan designer, Tom Ford is hired. 1991: Gucci headquarters move from Florence to Milan. 1993: Maurizio Gucci sells them his remaining 50% shares for $ 170 million ending the Gucci family ownership of the Gucci company. 1994: Tom Ford is appointed creative director of the company 1999 to 2000: The Jackie bag relaunches in many colors and variations, triggering a huge and sustained response. It opens the era of the Gucci “It” bag. 2005: Frida Giannini was appointed as the creative director for women’s ready-to-wear and accessories, previously joining Gucci in 2002. In 2006, she also became the creative director for men’s ready-to-wear and the entire Gucci label 2007: The first TV ad campaign runs. It is for the Gucci by Gucci fragrance and is directed by David Lynch. 2014:Creative Director Frida Giannini and CEO Patrizio di Marco were to step down from Gucci. Marco Bizzarri was appointed CEO of the brand. 2014: Creative Director Frida Giannini and CEO Patrizio di Marco were to step down from Gucci. Marco Bizzarri was appointed CEO of the brand. 2017: Gucci launches home decor collection through Instagram 2018: Gucci launched online operations in New Zealand 2019: With 550 locations worldwide and growing, Gucci ranks among the top brands in the world and in the fashion industry. Under the leadership of creative director Michele, the brand is rising in popularity and aims to be the top luxury brand by the end of the year.

Brand Aim To re-invent a wholly modern approach to fashion, to be influential, innovative and progressive while representing the pinnacle of Italian craftsmanship with unsurpassed attention to detail and quality. Committing to a culture of purpose, taking responsibility and encouraging respect, inclusivity, and empowerment, to create the necessary conditions for a progressive approach to sustainability.

Mission & Strategy Gucci works with a holistic, yet realistic approach. They state that it is their duty to use their position as a luxury brand to pioneer and promote sustainability.Their business model is designed to provide customers with the highest quality products, which are made in Italy in a responsible manner. Together they are committed to raise awareness and creating a culture of responsiveness within the Gucci system by promoting a Social and Environmental Responsibility Policy that values the following aspects: • Business ethics • Respect for human rights • Respect for workers’ rights and equal opportunities • Respect for and protection of workers’ health and safety • Respect for and enhancement of professional skills • Valuing diversity (culture, gender, disability) • Cooperation and solidarity promotion • Respect for and protection of the environment and biodiversity • Respect for stakeholders • Supplier involvement Corporate Social Responsibility is one of Gucci’s core values and is at the base of the brand’s identity. The philosophy of “Sustainable Value” is at the heart of their management policies and corporate conduct, they have implemented a process to integrate social, environmental, ethical, human rights and consumer concerns into their business operations.

Brand Identity Gucci has a very strong brand identity, they communicate a perception of high-quality craftsmanship along with innovative and bold design. The brand’s personality is reflected in its customers; eclectic, contemporary and romantic. They also very clearly depict their country of origin; Italy amongst their identity, evoking feelings amongst customers that Gucci products represent the pinnacle of Italian craftsmanship. Because of this strong identity, their relationship with their customers is highly personal. When a customer looks in the mirror and sees Gucci the brand is reflected back in themselves, the stereotypical consumer will feel influential, innovative and progressive- much like the brand itself.



Gucci Logo Gucci has a notoriously recognizable initials in a very artistic and loveable identity worldwide. The andsmart way. When Alessandro brand takes pride in its high-quality MicheleJoined Gucci as their craftsmanship and unparalleled, creative director, he breathed new innovative design, possessing itself life into the retro monogram, making a robust identity. Just by looking at it an “ode to joy”. something as simple as the brand’s Even CEO Marco Bizzarri monochromatic logo, we can notice mentioned “ The logo is not over, a sense of grandeur and authenticity. but it needs to find ways to evolve. It has become synonymous with It requires a playful, spontaneous luxury and sophistication. Aldo approach you need to treat it in a Gucci, one of Guccio’s three sons, lively way.” joined The House of Gucci in 1933 In-swinging the fashion pendulum and he was the one who designed towards flamboyance. the actual logo that we can see Michele has also re-embraced the today. The original famous double logo, resurrecting the neglected G logo of Gucci employs the two double G motif of Gucci’s 1980s interlockings, bold “Gs” of the heyday and reinterpreting it for a father’s – Guccio Gucci’s modern audience.



Typography Large images and geometric typography create a sense of elegance, modernity and luxury. The use of Futura in body copy perfectly complements Granjon in the logo, both are wide, open, approachable and understated. The use of Times on item descriptions enhances the luxury feel but is a free and unoriginal choice with hairline strokes that don’t hold up well at the small sizes us.



Gucci Colours Guccio Gucci’s strict attention to Other popular colors and motifs Italian craftsmanship branded red within the Gucci brand were used to and green woven stripe. The red and express edge and intensity. Decisions green stripe represents the pride of to include a splash of color, a the company from its roots. It has new design, or an animal gave the sparked ideas throughout each era products a unique quality. Gucci and provides consistency in the Gucci will not ever disappoint because of name. Red and green made itself their ability to morph and surprise an unstoppable branding tool. The their fans – without going off-brand. esteemed design displays a single red When you see a Gucci product, you stripe squeezed between two dark know exactly what it is. This can be green ones. Gucci designers either attributed to the beloved red and stitch or sew each woven red and green stripe, the GG print, Gucci green into its products to show the text logos, and a seemingly effortless mastery of the brand. touch of flair with their expressive motifs and colors



Gucci Packaging When presentation is everything. comes from an endangered forest. All orders arrive enclosed in our This makes Gucci’s packaging 100% signature Gucci packaging–complete recyclable and therefore 100% better with a Gucci note card to write a for the world.The luxury brand has special message.Gone are the plastic also cut down on excess packaging laminated surfaces so common in altogether. Shoes are now packed fashion bags and paper. in one flannel instead of two and They have been replaced with the gift boxes are only given out when subtle luminosity of beater dyed requested. In addition to this, Gucci paper, characterized by the de-bossed has replaced all of its mannequins GG logo made famous in the 1960s. with a new eco-friendly version, Cotton ribbons replace polyester designed by Frida Giannini, made and the paper itself is sourced only with shockproof polystyrene – a from certified forests. The Forest long-lasting and 100% recyclable raw Stewardship Council can certify that material – fully made in Italy and no paper that is used by Gucci finished with water-based paints.



Brand Image Currently, through selective marketing and distribution, the brand is perceived by its consumers as ‘playful, modern, embracing, edgy and romantic’. Drawing from the matrix, it is evident that the customer still link Gucci to its traditional designs, but as mentioned, with the new ‘styled finish’. This type of expressionism through bold designs (ie. graffiti and slogans) have attracted the relevant generations (Generation X and Generation Y/millennials), laying the ground for establishing loyal relationships with the brand (Syfret, 2017). Further, Gucci’s involvement with UNICEF, and promoting diversity, sexuality and gender identity (WWD, 2017) has profiled them as a ‘voice of self- expression’; helping them obtain and maintain their position as market leaders.

Target Market Customers of Gucci eventually were from the age group of 15- 45 who had an inclination towards fashionable wear & accessories but with their increasing range of clothing line like the launch of kids collection, changes the focus of target from age. Customers of Gucci are from upper middle income and upper-income social groups. Gucci’s goal is to create as wide- ranging a reflection of existing and potential trends as possible, playing to as many potential consumers as possible. Not just boundary-pushing millennials, but also conservative fans of the brand for dec

Key People Creative Director of Gucci Alessandro Michele was announced his new job by the British Fashion as Gucci’s new creative director Council, which awarded Michele in January 2015. With the strong the 2015 International Designer support of Marco Bizzarri, the label’s Award at the British Fashion president and chief executive, Michele Awards. In 2016, he was awarded the was given free reign to bring his International Award by the CFDA idiosyncratic sense of vintage style “for his creative contribution to the to the Italian fashion house, leading international fashion stage”, and was to a period of impressive growth at the British GQ Designer of the Year the house. In March 2017, the house Award Responsible for all of Gucci’s reported an “exceptional [financial] collections, product categories and performance across the board,” with a the company’s global brand image, record first quarter revenue increase Michele’s unique understanding and of 51 percent — its strongest in 20 appreciation of the historical codes years, and is now aiming for a €10 of the house, combined with his billion revenue threshold. contemporary sensibility, has created His highly original vision was a compelling new narrative for the recognised less than a year into brand. Under Michele’s direction, his new job by the British Fashion the brand has also relaunched Gucci Council, Beauty.

Alessandro Michele

Ceo of Gucci Marco Bizzarri is Gucci’s president and an astute business brain, Bizzarri and chief executive. After he took has played an increasingly integral up the role in January 2015, one his role at Kering over the past decade. first strategic decisions was appointing Before his Gucci appointment, Alessandro Michele as creative Bizzarri served as the chief executive director of the Italian fashion house. of Kering’s Luxury Couture & Leather Under Bizzarri’s leadership, Michele’s Goods division. In 2016 he won the new vision for Gucci has focused on inaugural International Business establishing a more contemporary Leader accolade at the British Fashion attitude for the house — which was Council ’s relaunched The Fashion met with immediate critical acclaim. Awards. That same evening, Gucci In 2018, the house reported an secured a second win with Michele “exceptional [financial] performance taking home the International across the board,” with a first half Accessories Designer award. In 2017 revenue increase of 44 percent, and he was awarded the International unveiled a plan to hit the €10 billion Business Leader Award at the Fashion revenue threshold in the coming years. Awards, and in December 2017 Highly respected throughout the Bizzarri was awarded the Chevalier de industry as both a manager of talent la Légion d’Honneur.

Marco Bizzari

Gucci Equillibrium Gucci launches Gucci Equilibrium, more about Gucci’s aim to guarantee a sustainable programme, and the traceability of 100 percent of its portal connecting people, planet raw materials by 2025 - a tall order for and purpose. The launch is part of any brand. People, the second pillar, Gucci’s wider 10-year plan to embed sees Gucci recognizing the value of its a comprehensive sustainability employees and working to enhance strategy into its brand, one which the lives of the individuals who make will be governed by a Culture of its products by supporting local Purpose. In turn, this Culture of communities. For example, Gucci is Purpose dictates Gucci’s operations committed to fighting gender inequality on a daily basis, which are held in through its Chimes for Change for place by three pillars that include Girls’ and Women’s Empowerment the environment, people and new campaign. At the same time, Gucci models of sustainable innovation. also underlines its use of technical Under the first pillar, Environment innovation to improve efficiency in its Gucci highlights its commitment to production and logistics under its third reduce its environmental impacts pillar, New Models. For example, its by setting targets to develop a new newly opened Gucci ArtLab offers a standard in luxury.For example, on start-up environment for innovation, this platform readers can learn more craftsmanship, and experimentation. about Gucci’s aim to guarantee



Chime For Change CHIME FOR CHANGE is a global have led the campaign with its campaign founded by Gucci in 2013 coalition of partner organizations. to convene, unite and strengthen Founding Partners include the Kering the voices speaking out for gender Foundation, Hearst Magazines, equality. To date, the campaign has Facebook, and the Bill & Melinda raised nearly $16 million to support Gates Foundation. projects and advocacy in 89 CHIME FOR CHANGE aims to countries. Through the funding inspire participation in a collective of 430 projects with 156 partners, community, bringing people together CHIME FOR CHANGE’s support across borders and generations in the has directly benefited more than fight for equality. 570,000 girls and women globally It’s most recent phase titled and reached more than 3 million “To Gather Together” acts as the family and community members. commencement of two great entities CHIME FOR CHANGE Co- joining forces while also calling for the Founders Salma Hayek Pinault and global community to unite in support Beyoncé Knowles-Carter for gender equality.



Gucci Garden Divided into a series of themed natural history museums and explore rooms, the Gucci Garden Galleria Alessandro Michele’s curiosity for narrates the House’s new vision while animals and gardens—a vital part of celebrating the archives including the new Gucci narrative. The sensory old advertising campaigns, artisans’ journey ends with ‘Ephemera’, an images, retro objects. The journey environment where the gaze of the inside the exhibition space that present composes landscapes of spans across two floors begins inside objects, videos, and memorabilia ‘Guccification’, the room where the that retrace the history of the House. Double G motif features in many The Gucci Garden Galleria also forms up until its transgressive state includes a small, red-velvet tented created by artist Trouble Andrew for cinema auditorium, featuring a Gucci Ghost and the latest ways of preview of Zeus Machine/Phoenix, writing the House’s name—Guccy, a short film by the ZAPRUDER Guccify, and Guccification—found filmmakers group. The Gucci Eye is by Alessandro Michele through tags the designated symbol of the Gucci on Instagram. ‘Paraphernalia’ is a Garden, a hypnotic territory that room dedicated to signature codes alters the state of consciousness and and symbols that define Gucci’s perception. A place full of magnetism, identity while ‘Cosmorama’ reveals dispersed in the gallery rooms, the historical jet-set customer of Gucci Osteria da Massimo Bottura—the new and the evolution of the Crest. restaurant by the three-Michelin-star The gallery continues on the second chef and the boutique. The visitor floor with ‘De Rerum Natura’, two can choose whether to let themselves rooms that recall natural history go inside, drifting around, or look museums, carefully and take in the surrounds.



Products & Product Range Gucci is one of the topmost luxury denims, leather and fur, skirts, tops fashion brands well known globally. and shirts, pants and shorts, sweaters Gucci has a diverse product portfolio and cardigans, sweatshirts, T-shirts in its marketing mix with great length, and suits for men. Gucci has a range width, and depth. Gucci product line of fancy shoes for women like pumps, ranges from handbags, shoes, ready sandals, ballerinas, moccasins and to wear products, jewelry, watches, loafers, slides and mules, boots and and other accessories. It has products wedges. For men, they offer lace- for men, women, and children. ups, boots, sneakers, sandals, loafers. It has great length in each of the Some of the loafers are made from product categories. In handbags, it precious skin. Gucci offer accessories has totes, shoulder bags, backpacks, like sunglasses, belts, scarves, luggage clutches, crossbody bags etc. Each bags, wallet, hats, gloves, etc. Gucci bag has a different variety of colors also has beauty products ranging from to choose from. Gucci has duffle fragrances to nail paints, eye and bags, briefcases, portfolios, totes, and face makeup. In the children section, backpacks for men. In their ready to one can find clothes and shoes for wear segment they have jackets and newborn and grownups of age 12.



Women

Ready-To-Wear

Accessories •Wallets •Belts and Watches

•Scarves & Silks •Jewellery

Shoes •Pumps, Sandals, Slippers, Ballet Flats

• Sneakers, Loafers

Handbags

• Exotic Animal skin bags, Tote bags, Backpacks, side bags

Men

Ready-To-Wear

Handbags

• psychedelic print, Brief cases, Duffle Bgs

Shoes

• Loafers, Boots, Driving shoes, Sneakers

Accessories