Gucci: Staying relevant in luxury over a century

Gucci: Staying relevant in luxury over a century

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...

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Bibliographic Details
Main Authors: KUMAR, Nirmalya, MITTAL, Sheetal
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2021
Subjects:
Luxury brands
Brand positioning
Marketing strategy
Digital marketing
Consumer motivations
Social networks
Marketing
Online Access: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
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Institution: Singapore Management University
Language: English

Internet

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

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