Gucci: Staying relevant in luxury over a century

• المؤلفون الرئيسيون: KUMAR, Nirmalya, MITTAL, Sheetal
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2021
• الموضوعات: Luxury brands; Brand positioning; Marketing strategy; Digital marketing; Consumer motivations; Social networks; Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/cases_coll_all/350; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-21-BATCH%20%5BPDF-Pic%5D/SMU-21-0005%20%5BGucci%5D/SMU-21-0005%20%5BGucci%5D.pdf?CT=1623115554385&OR=ItemsView

This case describes the journey of Gucci, a hundred-year-old luxury fashion brand, and how over the years it has reinvented its designs and marketing strategy to grow its market dominance world-wide. In 2015, Gucci’s dismal performance over two successive years led the fashion house to rejig its top...