GUCCI BRAND REPORT

ISABELLA BURZYNSKI

CONTENTS

1. The Gucci Story 2. Brand Equity & Visual Identity

3. Marketing Mix 4. ADIA model 5.Consumer Segmentation

6.Competitor Analysis with brand Positioning

7. Micro & Macro Economic Factor Analysis

8. SWOT Analysis 9. Recommendations 10. Bibliography

THE GUCCI STORY Gucci was named the ‘hottest brand’ of 2017 according to a Business of Fashion article. Since the beginning Gucci has been transformed into one of the biggest brand in the world.

The brand was founded by Guccio Gucci in Florence selling luxury leather bags to wealthy horsemen in Italy. Transitioning through the eras the company branched out into more leather goods like handbags and accessories, then went onto fashion handbags in the 1950’s, they became synonymous with celebrities and wealthy clients around the world including Jacqueline Kennedy in the 60’s. The GG logo became familiar to people as it was added to canvas, bags, small leather goods and luggage.

The green-red-green stripe also became Gucci hallmark. In the 1970s Gucci opened their first store dedicated to clothing which began its place in the luxury fashion industry. In 1990, American designer Tom Ford was hired to oversee women’s Ready-To-Wear.

The Gucci family ended involvement with the brand in 1993, It became ‘Tom Ford’s’ Gucci. In the 90s Ford put the brand back at the forefront of fashion. Gucci became sexy and sophisticated. On and off the catwalk, in advertising and campaigns Ford used seduction as a way to sell its products and it worked; sales were boosted massively. Ford exited dramatically in 2004 leaving Frida Giannini as creative director for women’s Ready-to-Wear. Giannini’s Gucci ‘proposed real clothes with a functional chic and, of course, a hefty dose of the essential house glamour’ says WWD article. Giannini brought back the Italian traditions that Gucci began with.

Gucci today is very different to its previous years. Creative director Alessandro Michele has changed Gucci’s image immensely. Gucci’s profits have increased 49% and is worth $12.7 billion as of May 2017. Gucci has become a worldwide phenomenon. Michele’s collections are fun, bright, exciting and bring a ‘genderless’ approach to Gucci. Social media has helped this, people all over Instagram, Tumblr and other platforms are dressing head-to-toe in Gucci outfits. Gucci has become a craze. Its story is definitely an interesting one.

GUCCIO GUCCI Gucci was founded in Florence, Italy in 1921 by Guccio Gucci. As a teenager Guccio went to London where he worked as a porter at the Savoy Hotel in London. During this time Gucci became inspired by the smart luggage wealthy hotel visitors would bring. His father was also a leather goods maker which is where Gucci got a lot of his interest and talent from. Guccio Gucci was in charge of the company with the help of his three sons Aldo, Rodolfo and Vasco. He died in 1953 leaving the company to all three sons who shared areas of the company.

THE GUCCI STORY

GUCCI BRAND EQUITY & VISUAL IDENTITY

BRAND ESSENCE VALUES

Brand Tradition Florentine Heritage Italian Craftsmanship Sophistication Contemporary Modern Glamour Redefining Modern Luxury Socially Responsible

PERSONALITY Eclectic Contemporary Romantic

TONE of VOICE Italian Sophisticated Honest Intriguing

TARGET AUDIENCE Young Fashion conscious individuals Socially Active

BRAND IDENTITY Gucci has an iconic brand identity. Its GG interlocking gold logo and their horse bite loafers are recognisable to consumers as products like the GG logo belt are instant reminders that someone is wearing a Gucci product. They have a strong brand identity which is backed up by the high quality, trendy and Italian craftsmanship factors.

VALUE PROPOSITION I think Gucci consumers tend to feel accomplished and have a satisfying feeling when wearing Gucci this is linked to the fact that the consumer is wealthy enough to spend large sums of money for the items. There are functional benefits of Gucci clothing, most of their pieces are of excellent quality which means they are timeless, the bonus factor is that they are also incredibly trendy, so wearers of Gucci feel ultimate benefits of their Gucci products.

BRAND POSITION Gucci fits under luxury designer postiton. It is associated with the wealthy and fashion conscious. Similar to brands like Balenciaga and Dior.

EXECUTION Gucci is communicated in various ways, they have used social media especially Instagram as a platform to share their campaigns and new products. They created Guccigram, an individual website which shares artwork done by artists of their own take on Gucci imagery. ‘Gucci Places’ has also helped to communicate Gucci all over the world. It is a section on their website described as ‘dedicated to those seeking the unexpected in travel and experiences, unveiling new Gucci places’. Their ‘Gucci places’ travelled from Chatsworth House in Derbyshire in the UK to Waltz store in Tokyo, Japan.

CONSISTENCY OVER TIME Gucci have kept their GG logo and their font the same since the 1960s, allowing consistency in their products, making them timeless pieces able to wear for a long time. However, over the years they’ve had several different creative directors who have used their personal ideas to structure Gucci especially in the ad campaigns. In the Tom Ford era of the 90’s sexy, sensual campaigns caused Gucci’s brand identity to be synonymous with sex appeal.

People who wore Gucci were sexy and confident. Today’s Gucci is more quirky and funky than ever before, Alessandro Michele takes on a genderless approach with trendy, colourful collections which is in complete contrast to previous collections and campaigns.

followers has increased from 4 million in 2016 to 20million in 2017.

BRAND SYSTEM

BRAND INVESTMENT

Gucci prints ‘Made in Italy’ on all their products as Giannini said that “the soul of Gucci is in the Made in Italy label. Florentine culture, Tuscan craftsmanship, they are so much a part of what Gucci is about”.

However, there are rumours and theories that not all parts of Gucci products are made in Italy. Gucci does not share much information about where and how their products are made however some believe that some companies like Gucci ‘bypass the “provenance” laws requiring labels that tell where goods are produced they have over 90% of the product manufactured in China then send to Italy to attach the final pieces like the bamboo handle. It is hard to know the exact truth but this could be true.

Gucci have continued to invest into the brand. Recently the expanded their store in Florence into a museum and restaurant for shoppers to visit.

BRAND LEVERAGE Throughout the years Gucci has added on many extensions from make up and skincare to décor and childrenswear. Brand extensions allow the brand to widen their selling market to existing or new customers. A Gucci consumer who consistently buys the newest bamboo-handled handbag may want to try Gucci make up as they are loyal, consistent buyers

TRACKING BRAND EQUITY Gucci is part of the Unicef community, since 2005 they have contributed over US$20 billion focusing on ‘Schools for Africa’. They also created ‘Chime for Change’ in 2013, a global campaign to help raise awareness for girls and women around the world. Their brand awareness comes from Gucci using Instagram, social media, magazines and billboards, there Instagram is their main source for showing new campaigns and celebrities wearing Gucci, their

BRAND RESPONSIBILITY Along with changing views on sustainability recent years have brought, Gucci decided in 2017 that they were going Fur free in 2018, as Alessandro Michele said that real fur is no longer ‘modern’. It is Gucci’s responsibility to do this to transition along with their consumers changing views.

GUCCI AS A PRODUCT - Expensive; the products below are between £800 to £2,500 - GG logo - Good quality leather and materials

GUCCI AS A PERSON - Modern - Socially active - Italian heritage - Luxury lifestyle - Sophisticated - Trendy - Fashionista

GUCCI AS AN ORGANISATION

- Most valuable Italian brand - Brand value $12.7 - - Gucci is a part of the Kering Group - Saw a 47% increase in profits in 2017 - Publicly traded - Global

GUCCI AS A SYMBOL

MARKETING MIX

BCG MATRIX

I have separated products on offer at Gucci using the Boston Consulting Group Matrix. The stars are the products that produce high market share and a high market growth. At Gucci these products are their iconic leather goods as they are excellent products with high growth and high market share, they need constant advertising which Gucci does through campaigns. The cash cows are their ready to wear, eyewear, jewellery and watches as I think they are Gucci’s market leaders, they are popular with customers and are strong market leaders. The question marks I think is decor and beauty, I think they need more promotion. The dogs in my opinion is the childrenswear, as I think only wealthy customers would spend a large amount on children’s clothing. Childrenswear could be ‘eating’ into profits therefore I think it needs less clothing options or to be eliminated.

PRODUCT

Gucci has high income consumers who buy good quality products, in stores Gucci serves all its exclusive products with the help of professional salespersons of which is sold in very attractive packaging.

Its CORE PRODUCT is that the Gucci logo is added onto most products which adds value to the product this is Gucci’s UNIQUE SELLING POINT. Gucci products are well made with the highest of quality, they have the Italian craftsmanship factor which also adds to the quality of products. The ACTUAL PRODUCT is the hardwearing and timelessness of products, they are trendy and up to date fashion pieces that probably won’t ever be unfashionable. The AUGMENTED PRODUCT is the ‘do it yourself’ personalisation service in Gucci stores which allows customers to decorate their own products further with more embellishments. With any purchase from Gucci, customers are entitled to 2 years warranty covering any faulty items or damages.

PRICE

Gucci products have premium pricing because of its product quality is very superior. Customers feel happy and distinguished to be associated with such a premium brand. The brand name is associated with an image of high quality and the prestigious pricing makes the product a status symbol. Gucci does not compromise with the standards of quality therefore major cost cutting is not possible.

PLACE

Gucci is sold in 520 directly operated stores around the world. They have 30 stores in departments stores across the world including, Barneys and Harvey Nichols. They are also available to buy online at www.gucci.com, Farfetch and Net-a-Porter. They have a wide range of places and sites available for customers to buy Gucci products this is a form of Omni-channel shopping as Gucci has made their products available to buy anywhere.

PROMOTION

Gucci over the years have used top photographers like Petra Collins and Glen Luchford. Recently for their spring 2018 campaign, they have taken an alternative approach to their campaigns where they have used art. Using digitally created images they share a mixture of Italian artistry with a modern twist, the images are so brilliant that it takes a closer look to see that they are paintings.

Artwork by Ignasi Monreal @ignasimonreal

ADIA MODEL At Gucci they have strong customer awareness, most people have heard of Gucci.

Those that are aware of Gucci fit into the Stage 1 of the Adia model known as awareness. In today’s society, influencers and bloggers are important to brand’s as they can help the awareness stage. Something they wear can be seen by millions of followers the brand might not have themselves therefore more people are reached.

Celebrities are also used to spread awareness actress Dakota Johnson is seen at every event and even day to day life wearing Gucci.

Michele has picked her for exposure people who admire Johnson see she is wearing Gucci and are now aware of the brand.

Step 2 is interest at Gucci many of their campaigns are cool and fresh, appealing to the young and share the idea that if you wear Gucci, you will look like it. This increases peoples interest be a part of it.

Step 3 is desire, influencers and bloggers wear trendy, luxury products like Gucci which causes those that follow them to aspire to dress like that.

Step 4 is action, it’s the closing of the sale, after everything else the person becomes a customer to that brand for Gucci it maybe someone who is very loyal or someone who has saved up to afford a Gucci bag.

CONSUMER SEGMENTATION

TARGET MARKET

Gucci’s target market is middle and high-class consumers around the ages of 20-50. Who buy for their products for the Italian heritage, luxury and timeless pieces.

DEMOGRAPHICS

Gucci’s demographics has changed a lot in recent years. Since Alessandro Michele became creative director Gucci’s demographics has shifted towards more universal consumers.

Everyone who is fashion conscious are wanting to wear the latest Gucci item. Even those who can’t afford them are saving up to buy the Gucci logo t-shirt. The age range has slipped to the 20s to 40s. In a lot of Gucci campaigns there is diversity with age and race however I think fashion conscious millennials are the most likely to purchase from Gucci.

GEOGRAPHIC

Gucci has 147 stores in Europe, 267 stores in South East Asia, 79 stores in US and 33 stores in the Middle East, so Gucci products are accessible in most developed countries, with makes sense as these countries are able to afford Gucci products.

PSYCHOGRAPHICS

People who buy from Gucci tend to be well educated who have high incomes. They tend to be very on trend and are incredibly fashion conscious. They like to look good as it makes them feel good.

SOCIAL

Gucci has become socially desirable, all products when worn increase your social acceptance. Today Gucci’s consumers are more of a variety, when Alessandro Michele became creative director a more androgynous, nerdy and preppy style was created keeping up with the times of more androgynous style throughout fashion today, consumers are more than ever varied.

MASLOW’S HIERARCHY OF NEEDS

Gucci consumers buy products as it is an esteem need as it gives them respect and a sense of accomplishment that they have the ability to buy Gucci. They fit in to Self Actualisation needs as there is a sense of fulfilment, personal growth and development when they have purchased Gucci.

VISUAL CUSTOMER PROFILE

For my visual customer profile for Gucci I picked out images that link to the ultimate Gucci consumer. When finding images, I was thinking of the expensive, luxurious life of trendy, fashion conscious individuals who like to spend their money on clothes and travelling. These people are very up to date with fashion and take on the genderless theme circling the fashion industry today.

EMERGING MARKETS ‘For the first time, more than half of apparel and footwear sales will originate in 2018 outside of Europe and North America, and the beneficiaries will be emerging market countries not only Asia – Pacific but also Latin America and other regions’.

(Imran Amed and Achim Berg for BOF’s The State of Fashion 2018) Countries such as China, Brazil, India and Mexico are all emerging countries and have growing purchasing power. Gucci has over 300 stores in these areas and are continuing to grow there. They have also started to direct their ad campaigns towards more diverse cultures like the Chinese culture. The images shown on this page are of their latest eyewear collection, they have used the Chinese actress Ni Ni to model which appeals to the Chinese market more as they know who she is. Gucci has also recently celebrated the Chinese Year of the Dog through a campaign using models of different ages and races, which shares the idea that Gucci is universal, anyone can wear it.

Chinese consumers play a large role in the growth luxury spending worldwide. They account for 31% of global purchases and are the largest portion, followed by 24% Americans and 18% Europeans as reported by a McKinsey& Company 2011 research.

Consumers today and in the future are becoming more likely to spend their money on experiences, like holidays and city visits instead of materialistic possessions.

I think this is true however, I think consumers are still spending money on clothing items they don’t really need, due to the fast fashion system.

It’s changing though as people are becoming more aware of the affects buying conspicuously.

There are shifts in people saving up for a more expensive product as the quality will be better therefore the item will be longer-wearing. The Business of fashion State of Fashion booklet 2018 predicts that consumers are more likely to spend less and save up for more timeless pieces or experiences.

Social media has affected the way people shop especially influencers and bloggers, these people like to share everything they do from what they buy to where they’re flying to next, I think that people are more likely to buy something because they’ve seen someone they admire wearing it. Also, the idea that we are more connected now, people and influencers are allowed to voice their opinions about brands they love and don’t, if there are bad reviews they can really affect sales for a brand.

‘Many consumers today expect seamless functionality and immediate support at all times. Farfetch and Gucci, offered delivery in selected cities from the store to a customer’s home in 90 minutes or less’. (The State of Fashion 2018)

VISUAL CONSUMER PROFILE For this visual consumer profile, I picked out images that I thought linked to the emerging consumers I described previously. I got images of holiday destinations to reference that people are more likely to spend money on experiences. The image of the woman on her phone is used to show that people are still incredibly socially active, they shop, read and browse social media on their phone.

COMPETITOR ANALYSIS WITH BRAND POSTITIONING

BRAND COMPETITOR POSITIONING MAP HIGH PRICE

Low Acessibilty

High Acessiblity

LOW PRICE Gucci’s main competitors are Balenciaga, Dior, and Prada. I think these brands are the most similar to Gucci as they have the similar product offer and they are popular fashion brands with similar target consumers. Balenciaga and Gucci have been rivals this past year. Balenciaga’s prices are slightly lower than Gucci however they still offer similar aspects. Balenciaga has its titled logo printed onto most bags and clothing whilst Gucci uses its GG logo.

This is both their unique selling point. I think Chanel and Louis Vuitton are higher up in terms of price and exclusivity even though LV sells similar luxury leather goods.

MICRO & MACRO - ECONOMIC FACTOR ANALYSIS POLITICAL > In the UK, Brexit will have an effect on the way Gucci imports and

exports their goods like increase on taxes could mean Gucci may have to rethink the way they transport goods to UK. > Increasing inflation means Gucci will have to increase prices meaning less people will have the money to afford Gucci products.

ECONOMICAL > Import and export/international trade agreements if they were to change Gucci could face problems with importing their products around the world, reducing profits. Tax prices could rise effecting how much Gucci can afford to produce. > Consumers have rising debt which causes them to be more careful with spending, less spending on luxury products. > Property prices are increasing causing fewer people the ability to afford luxury items.

SOCIAL > Cultural diversity; more diverse models on campaigns and fashion shows to keep up with changing views on diversity. > Brand values; Keeping up with traditions and values of Gucci to keep consumer loyalty.

TECHNOLOGICAL > Gucci has already done this with Farfetch, but omni-channel retail, giving the consumer the chance to buy seamlessly, the ability to purchase goods whenever and wherever. > Stores are becoming increasingly harder to keep open due to the internet. Gucci opened up a restaurant along with a museum next to their Florence store which allowed shoppers to spend more time and have a shopping experience at Gucci.

ENVIRONMENTAL > As more people become aware of the effects of producing clothes Gucci will have to think about raw materials and the effects of sourcing them will have on the environment. > Gucci may have to think about more sustainable fashion, keeping products timeless and tough wearing, that will last a lifetime. > Gucci could think of new ways to ensure their stores are sustainable; using solar panels to fuel lights and heating.

LEGAL > Counterfeit products can have an effect on Gucci’s profits, they may need to take legal action to help prevent them. > High street stores like Forever 21 and Zara have been known to illegally copying ideas from luxury designers like Gucci. Gucci needs to tackle this problem carefully as it could affect profits.

P E S T E L

‘FUR JUST ISN’T MODERN ANYMORE’

- Michele Alessandro

SWOT ANALYSIS

STRENGTHS

Brand Equity Highest quality of products Strong presence in the international market Product line and depth Various CSR activities; unicef, Chime for Change Good distribution; 500+ stores in the world directly operated Good brand image

WEAKNESSES

-Too many products, hard to produce and maintain profits if some product aren’t selling.

Continuous updating of products, there is not always guaranteed good sales, some years something might sell better than the other and vice versa.

Trademark infringements and counterfeiting, Gucci suffers from a lot of counterfeiting due to their high prices of products. Also, high street stores illegally copying products.

Invest a lot of money in order to maintain brand image.

OPPORTUNITIES

Branch out into a swimwear/beachwear line Develop their fur free to even more sustainable fashion.

Look into the emerging markets of India, China, Brazil and Mexico.

THREATS

Competition from other brands such as Balenciaga.

Due to being a global brand, Gucci is vulnerable to global price fluctuations or recession, could have a major effect on the brand and profits.

RECOMMENDATIONS I think that Gucci could branch out into a swimwear line, capturing the Italian beach lifestyle with product offer of sunglasses, hats, bikinis, all in ones, swim shorts and beach towels. Consumers of Gucci are shifting towards more experiences and travelling therefore I think that giving them products to take to these places is a bonus. They previously done this vintage Gucci swimsuit that model Hailey Baldwin is wearing, they could really expand on this and create some really cool swimwear/beachwear. I also think Gucci should focus more on their beauty including make up and skincare as the beauty industry has grown over the past few years.

I think they should promote their beauty side more. They could create an Instagram dedicated to Gucci Beauty sharing tips and tutorials on how to use Gucci make up/skincare.

REFERENCE/BIBLIOGRAPHY Alfred Tong (2013) – Sixty Years of the Gucci Loafer http://www.telegraph.co.uk/men/fashion-and-style/10421130/Sixty-years-of-the-Gucci-loafer.html BOF Team (2018) – Gucci or Balenciaga: Which Was The Hottest Fashion Brand in 2017? https://www.businessoffashion.com/articles/sponsored-feature/the-hottest-brands-in-2017-gucci-vs-balenciaga Emily Farra (2017) – The Humane Society’s Fashion Policy Leaders Tells Us Why Gucci’s Fur-free Decision Changes Everything https://www.vogue.com/article/humane-society-pj-smith-interview-gucci-fur-free Forbes: The World’s Most Valuable Brands https://www.forbes.com/companies/gucci/ GucciGram http://digital.gucci.com/gucci-gram/p/34 Hitesh Bhasin (Dec 31 2017) – Marketing mix of Gucci – Gucci Marketing Mix https://www.marketing91.com/marketing-mix-of-gucci/ Isabella Silvers (5th April 2016) – Why Gucci Is the Ultimate In Gender Neutral Fashion http://www.instyle.co.uk/fashion/trends/gucci-gender-neutral Ira Solomatina (2016) – Why Tom Fords Tenure at Gucci was so Memorable. http://www.sleek-mag.com/2016/08/31/why-tom-fords-tenure-at-gucci-was-so-memorable/ Maria Stella Perno (2016) – Gucci: The Evolution of a Model, From Frida Giannini to Alessandro Michele. http://wwd.com/fashion-news/fashion-features/gucci-evolution-model-frida-giannini-alessandro-michele-10318083/ Mariana Silva – Buck (15th March 2016) https://www.linkedin.com/pulse/emerging-markets-luxury-market-growth-countries-mariana-silva-buck Suzy Menkes (12th Jan 2018) - Is Gucci’s Fine Dining A New Step In Luxury Fashion? http://www.vogue.co.uk/article/gucci-garden-restaurant WWD Staff (23rd Feb 2011) – Gucci: A History Lesson http://wwd.com/fashion-news/designer-luxury/history-lesson-3512770/

IMAGE REFERENCES

Front Cover https://www.gucci.com/dk/en_gb/st/stories/advertising-campaign/article/agenda_2016_issue05_fall_winter_adv_campaign Page 1 Left http://mode-haute-couture.tumblr.com/image/155847579122 Page 1 Right Both Images came from http://wwd.com/fashion-news/designer-luxury/history-lesson-3512770/ Page 2 Left http://wwd.com/fashion-news/designer-luxury/history-lesson-3512770/ http://astreamofhandbags.com/organized-designer-handbags-shopping/ https://www.google.co.uk/search?q=2ff2c3c6eaa55dca782ce90287d52b2f.jpg&tbm=isch&source=iu&ictx=1&fir=kNaP04RgnDoGXM%253A%252CP6kXNgHjXOV0mM%252C_&usg=__3GUMiHLVtTZAMfi1gA6fY7sWdh4%3D&sa=X&ved=0ahUKEwjOzcirtaDZAhWpAsAKHVmqA8AQ9QEIKzAA#imgrc=kNaP04RgnDoGXM: https://www.pinterest.co.uk/pin/432416001697756566/ https://www.gucci.com/int/en/pr/women/womens-shoes/womens-moccasins-loafers/gucci-jordaan-leather-loafer-p-404069BLM001000?position=32&listName=PGEU4Cols&categoryPath=Women/Womens-Shoes/Womens-Moccasins-Loafers Page 2 Right https://www.gucci.com/it/en_gb/pr/women/handbags/womens-shoulder-bags/jackie-original-gg-shoulder-bag-p277520F4CYG9791 Fur Free Image Screenshot, décor images from @gucci Instagram http://www.thefashionlaw.com/home/tom-ford-rumored-to-be-a-prospective-gucci-replacement Page 3 Left https://www.vogue.com/fashion-shows/fall-2017-ready-to-wear/gucci/slideshow/details#3 Page 3 Right http://emerylena.com/projects/the-gentlewoman-ii Fur free and Gucci art Ad Campaign Images screenshotted from @gucci Instagram https://www.vogue.com/fashion-shows/resort-2018/gucci/slideshow/collection#32 https://i.pinimg.com/originals/3b/e6/75/3be6755fdba7dbdc2890f76c9d55ae4f.jpg https://www.purseblog.com/gucci/gucci-bamboo-bags-an-iconic-history/ Page 4 Left http://www.dazeddigital.com/fashion/article/34853/1/gucci-goes-sci-fi-for-aw17-pyramid-show-anti-modern https://www.vogue.com/fashion-shows/fall-2017-ready-to-wear/gucci/slideshow/atmosphere#36 Page 4 Right http://mode-haute-couture.tumblr.com/image/155847579122 https://www.google.co.uk/search?q=2ff2c3c6eaa55dca782ce90287d52b2f.jpg&tbm=isch&source=iu&ictx=1&fir=kNaP04RgnDoGXM%253A%252CP6kXNgHjXOV0mM%252C_&usg=__3GUMiHLVtTZAMfi1gA6fY7sWdh4%3D&sa=X&ved=0ahUKEwjOzcirtaDZAhWpAsAKHVmqA8AQ9QEIKzAA#imgrc=kNaP04RgnDoGXM: https://www.pinterest.co.uk/pin/432416001697756566/ Page 5 Left https://www.gucci.com/us/en/st/stories/advertising-campaign/article/spring_summer_2017_advertising_campaign Art Ad Campaign screeshotted from @Gucci Instagram

Page 6 Left http://thezoereport.com/fashion/trends/win-gifting-season/?crlt.pid=camp.YtpsU5GvY3fz Page 7 Left & Right Images screenshotted from @Gucci Instagram Page 8 Left https://www.vogue.com/article/kim-kardashian-west-rihanna-best-celebrity-style-trends-spring-2017-fashion-week?crlt. pid=camp.u6pAUvYQiy7K&mbid=social_pinterest Page 8 Right http://www.marieclaire.co.uk/news/fashion-news/gucci-dogs-fave-collab-date-574416 Page 9 Left & Right Images found on Pinterest when typed in ‘Gucci Street wear’ Page 10 Left & Right https://www.yoogiscloset.com/gucci/guide http://www.luxuryhousesearch.com/closet_ideas https://www.pinterest.co.uk/pin/182818066104153602/ Page 11 Left & Right https://www.gucci.com/us/en/st/stories/advertising-campaign/article/fall-winter-2017-nini-eyewear-campaign Page 12 Left & Right http://www.sampluszach.com/to-do/ http://brandchannel.com/2017/04/13/farfetch-071417/ https://www.google.co.uk/search?q=218904-675x450-Businesswoman-using-cell-phone.jpg&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjolL_ZvqDZAhUiJcAKHQ2AAecQ_AUICigB&biw=1280&bih=703#imgrc=gf9ffBfOiNdAmM: https://www.pinterest.co.uk/pin/AW5nG2NcMbdREpfolUPddBLO7k4qyb0RLFX4tJcM_niAtRu65gCqRfs/ Page 13 Left https://www.gucci.com/us/en/st/stories/article/spring_summer_2017_advertising_campaign?utm_source=pinterest_ us&utm_campaign=Spring-Summer-2017-Dec-Jan&utm_medium=social&utm_content=ss17_adv_campaign_stories Page 14 Left http://www.crfashionbook.com/fashion/g9158074/gucci-spring-2017-campaign/

Page 15 Left & Right https://www.gucci.com/us/en/st/stories Page 16 Left Image of model Hailey Baldwin screenshotted from her Instagram @haileybaldwin Image of Gucci make up screenshotted from @Gucci Instagram