Gucci: Staying relevant in luxury over a century

• 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
• Institution: Singapore Management University

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...