Fashion Starts From You

Topics: Gucci, Leather, Hermès Pages: 13 (1287 words) Published: December 4, 2014
“Fashion starts from you”

It is truly said that fashion always starts from us (people) it is a temporary phase of materialistic life, which is highlighted and adopted by the consumers as a style or trend. From the production to runways and to the final consumers it goes through several processes, which are know as product development process.

Executive Summary

Ever since Guccio Gucci founded the house in Florence in 1921, the brand has been a destination for the world’s most discerning men and women. Gucci represents the best of Made in Italy with its distinctive combination of richness, high artistry and contemporary glamour. Today, the House’s commitment to excellence continues under the vision of Creative Director Frida Giannini, who has enriched its legacy with an exacting offering of handbags, shoes, and critically acclaimed fashion collections, as well as children’s clothing, small leather goods, jewelry, fragrances, and other timeless lifestyle items. As Gucci readies for the next ninety years, the House looks to the next level of corporate responsibility. From sustainability to philanthropy, Gucci is committed to its role in the global community. It voluntarily obtained SA8000 certifications that seek to progressively reduce its environmental footprint and is also actively involved in philanthropic initiatives that support both women's rights and arts preservation. Gucci also collaborates with the Kering Corporate Foundation to combat violence against women.

Market Evaluation
Louis Vuitton has captured the high-end market of fashion industry followed by Hermes and Gucci, according to the 2013 survey. All these brands are known for their exclusivity but due to the reason that Louis Vuitton never goes on sale thus maintaining its reputation, it is at the top. Hermes has sales but only on few small items and Gucci has wide range of sales in summer and winter season. Louis Vuitton and Hermes uses similar tactics as Gucci, they have a pretty good pricing strategy, which consists on high markups and limited availability. This causes consumers to buy this product quickly, and it definitely benefits the company. Other competitors are Emporio Armani, Hugo Boss, Prada and Fendi, Dolce and Gabanna, Giorgio Armani, Versace.

Distinction
Louis Vuitton
Hermes
Gucci
Avg. price of handbags
1000£ to 2500£
2000£ to 3500£
700£ to 1800£
Quality or material
Coated canvas with cowhide leather
Lizard, crocodile leather
Rubber, high quality leather
Sales
9.21 billion $
4.66 billion$
3.1 billion$
Specialize in
Luggage
Women handbags and belts
Bags, shoes and luggage
Targeted age
21 - 45
21 - 35
18 – 35

Gucci is highly flexible brand it changes its product according to the consumer needs and changing fashion. With the spring season Gucci has introduced a floral trend with the flower printed products so it goes on with the season. It is necessary for the brand to convey a personality that the customer can relate to, or wishes to aspire to. Gucci rely on the imagery of their products to appeal to the high-end market. The prestigious pricing of their products creates a high quality image and positions the goods in the mind of the consumer as a status symbol. The success of Gucci can be attributed to quality of service, brand image, retail environment, management structure, yet above all their ability to combine these factors to create an exclusive experience. The trend for A/W 14/15 would be leather as it has always been in throughout the fashion season. It has its own distinctive quality. It has been one of the main materials used by Gucci in production of products. As Gucci excels in leather products it will be the best suited trend for the A/W 14/15 season.

Consumer Profiling
The new target of consumers would be middle age high class from 21 – 50 years, stylish, elegant high social status, high income, independent or married that look for goods that will enhance...
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