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JANUARY 2018 VOLUME 01

GUCCI

A C A S E S T U D Y A N D B R A N D A N A LY S I S


PRESIDENT AND PUBLISHER

C R E AT I V E D I R E C T O R

Rossy fitrika info@stylesmagazine.com

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EDITOR

ART DIRECTOR

Azul rahman info@stylesmagazine.com

Erick tohir info@stylesmagazine.com

WEB DIRECTOR

DESIGN

Jhony Andrean info@stylesmagazine.com

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A D V E R T I S I N G A S I S TA N T

First Surname info@stylesmagazine.com

Firmansyah Reza info@stylesmagazine.com

PUBLISHING DIRECTOR

SALES ENQURIES

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MARKETING DIRECTORS

SUBSCRIPTIONS

REPROGRAPHICS

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ALL RIGHTS RESERVED

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EDITOR’S LETTER ABOUT GUCCI Influential, innovative and progressive, Gucci is reinventing a wholly modern approach to fashion. Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses. Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail. Gucci is part of the Kering Group, a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands.

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TABLE OF CONTENT

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EDITORIAL SECTION

EDITORIAL SECTION

History

How It Started

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EDITORIAL SECTION

EDITORIAL SECTION

Company Trademark

Case Study

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ABOUT GUCCI

GUCCIO GUCCI • Born in Florence, Guccio Gucci was an Italian business man and fashion designer. • His father was an Italian merchant from the country’s northern manufacturing region. • He worked as a waiter, dishwasher and concierge. •

In London, he worked at the prestigious Savoy Hotel as a lift attendant, and it was during this time that he observed the style and elegance of many wealthy and famous people. In particular, he took note of the beautiful luggage styles.

• At the age of 40 he returned to Florence with a great appreciation of fashion and style. • The first Gucci shop was founded in Florence in 1921 and went on to revolutionize the leather goods industry with a collection of high quality goods. • Many of his designs were inspired by horseracing and leather craftsmanship.

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HISTORY • The House of Gucci is an Italian fashion brand founded in 1921 Florence by designer Guccio Gucci (where the GG logo comes from). • It is part of the Gucci Group, which is owned by French company PPR. • Considered to be one of the worlds more recognizable luxury brands ( ranking number 38 in top 100 global brands) • Gucci is know for the high-quality leather products and hand-made shoes. • Gucci accelerated internationalization in 1989 and targets a young generation. • They have over 450 boutique stores worldwide - Brand Value : 12.4 billion USD (2015) - Revenue Value : 4.3 billion USD (2016) • 1990s Gucci decided to extend beyond its “mature” style in creating a trendy Brand. • The brand reinvented itself with a more Eclectic, contemporary, romantic vision. • Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail. • Gucci is part of the Kering Group, a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands.

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GUCCI LOGO •

It’s a design that as an aesthetic appeal that goes beyond the significance of the two capital G’s.

• Two G’s remain an important tribute to the man who started it all. • The Gucci logo is often displayed in gold, a nod to the luxury, sophistication and extravagance of the Gucci brand. • The logo font was made specifically and exclusivity for

SLOGAN “Quality is remembered long after the price is forgotten.”-We think that the Quality is crucial in giving the customers and idea if the best product available. • Guccy • Guccification • Guccify Yourself

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COMPETITORS • Louis Vuitton • Versace • Balmain • Dolce & Gabbana • Prada • Armani • Chanel • Dior

PRODUCTS • Clothing (Women, Man and Kids) • Shoes • Handbags • Luggage • Jewelry • Beauty • Sunglasses

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C OR E VALUE • Provides exclusive, regal, timeless products • Craftsmanship, quality and innovation • Pay close attention to pricing, presentation, distribution and packaging • Exceptional and personal customer service • What there clients to feeling confident and unique. • Internal Pride (oneself) • Actively participate in promoting sustainable fashion. • Bring about positive influence to the society.

TAR GET CU ST OM E R

• Age: 26-40 • Target group is the affluent middle to upper classes with High income and status • As of 2015 they started to target the younger generation, with resulted in their most profitable quarter in 20 years. • The Gucci consumer is hip and above all, is an individual who invests in fashion as either a treat or a lifestyle.

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SECTION 04

MARCO BIZZARRI -CEOMarco Bizzarri was named CEO of Gucci in January 2015. His first move was to name a 12-year Gucci member of the creative team, Alessandro Michele, creative director of the brand, who successfully managed to renew the brand’s proposition and popularity with a «geek chic» approach. Credited for the quick turnaround of Gucci’s profitability, Marco Bizzarri stopped the brand’s markdown policy, favored cross-gendered collections and unified fashion shows. He banned the use of fur by the Brand ans prepared a sustainability plan. Gucci also amplified its digital strategy to grow its customerbase on social networks.

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ALESSANDRO MICHELE I TA L I A N FA S H I O N D E S I G N E R A N D C R E AT I V E DIREC TOR FOR GUCCI SINCE 2015. • Studied in Rome in Accademia di Costume e di Moda in Rome. • In his early career he worked with Karl Lagerfeld and Fendi. • Tom Ford recruited him to move to Gucci’s London based design office. • In 2006 he has named Leather Foods Design director. • In 2011 was promoted to Associate to the Creative Director Frida Giannini. • The brand has reinvented its self with a modern approach to fashion and luxury under his directions •

2015 International Designer Award at the British Fashion Awards

MICHELE ST YLE Michele is the best advertisement for his version of luxury, which looks more like an explosion in the best vintage shop ever than ruthlessly edited elitism.

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GUCCI GAR DEN

The House debuts the Gucci Garden inside the historic Palazzo della Mercanzia in Florence, which houses the Gucci Museo (charting its 90 year history) Divided into a series of themed rooms, the Gucci Garden Galleria narrates the House’s new vision while celebrating the archives including old advertising campaigns, artisans’ images, retro objects Conceived by creative director Alessandro Michele, the newly designed space features: A store with one-of-a-kind items Gucci Osteria da Massimo Bottura (a restaurant by three-Michelin-star chef) Gucci Garden Galleria exhibition rooms curated by critic Maria Luisa Frisa

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IN-STORE EXPERIENCE Gucci has applied the best prac-

A style that invites customers to

tices that are currently available to

feel welcome and relaxed, the archi-

offer a completely immersive to their

tecture and interior design are dis-

in-store shoppers:

creet. Soft elements such as velvet armchairs compensate for tougher

• Use Natural User Interfaces

surfaces and industrial elements,

• Involve the Customer

such as rivets. The use of beautiful

• Transport Customers to a Dif-

and idiosyncratic materials, but also

ferent World • Pamper Customers • Embrace Technology Gucci stores are being redesigned, by Alessandro Michele, with this new concept. The first one was the flagship store in Milan.

through the decided use of free space. The store is the combination of the traditional and the modern, the industrial and the romantic, in accordance with the elegant and contemporary eclecticism that characterizes the new Gucci collections.

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GUCCI PACKAGING

2010 they introduction of Gucci`s 100% recyclable packaging. Cotton ribbons replace polyester and the paper itself is sourced only from certified forests. The luxury brand has also cut down on excess packaging altogether. Shoes are now packed in one flannel instead of two and gift boxes are only given out when requested. Colors: Gold, white, black and sometimes brown. For the Gucci garden they added a new design to go with the theme.

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CRUISE 2018 STYLE Inspiration

70s

• Mediterranean

• accented Renaissance revival gowns

• Greek and Roman cultures

• capes

Style

• windowpane checked tweed tailoring

• Ancient classic theme

• quilted outdoor coats

gilded wreaths

Embroidery and glitter

tiaras implanted with silver lyres

• Glittery GG logo-printed tights and socks

• Extravagance

• Wolf-head prints and patches

• Leopard-spot turbans

• Glittery slogans reading Guccy, Guccification, and Guccify Yourself

• Head scarves • Woolly bandeaux • Nerdy tinted spectacles • Glittery-framed sunglasses • Piled-up almost-medieval hairpieces • Pearls ‘60s • psychedelic prints

Playfulness and conscious self-parody (over exaggeration of Gucci itself) • Major mixing and matching of prints and styles • Oddness • Strangeness (even exhibited in the models) • Carpe diem (“Nothing’s sure about tomorrow.” Lorenzo de’ Medici in “A Song For Bacchus.”

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CASE STUDY Anatomy of the window displays Tartan Window Capsule collection for Chinese New Year celebrating the year of the dog Background • Installed tartan backdrop • Focuses your eye on display • Contrasts with the merchandise, making the product stand out • Creates interest and provides mood • Attached graphic on background that’s highlighted ny lighting element Mid Ground • Asymmetrical balance • Used prop to showcase merchandise Foreground • Decals added on glass promoting the displayed capsule collection • Product located close to glass

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CASE STUDY Gucci Cruise LED light Gucci Cruise 2018 Background • Semi open to create human animation • Use a transparent panel • Showcases interior Mid Ground • Asymmetrical • Use mannequins and props to show merchandise • Use side panels on wall to create mood Foreground • Small, framed merchandise details and price

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CASE STUDY Pink Gucci Cruise Background • No background • Allows you to see interior displays Mid Ground • Asymmetrical • Grouped merchandise • Used prop and mannequin to display merchandise Foreground • Just glass

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INSPIRATION BOARD

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