Brandbook includes; The Brand, Vision, Mission, Values, Tone of Sound, Collections, The New Generation, Swot Analysis, The Challenge Julia Oude Wesselink
THE NEW GUCCI
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Gucci, is an Italian French-owned iconic fashion and leather goods label. It was founded by Guccio Gucci in Florence in 1906. Gucci is considered one of the most famous, prestigious, and easily recognizable fashion brands in the world. After all these years Gucci is speaking a new language, eclectic, contamporary and romantic. Redefining luxury for the 21st century. Crossing and exploring the boundaries of oneself and the world around us. Always in a balance between the past and the contemporary. The most beautiful chaos. Gucciâ€™s new hyper-eccentric aesthetic of more is more, represents a new definition of luxury that is more aligned to the ethos of a new generation, itâ€™s about an attitude not a silhouette; an experience not an era. Alessandro Michele merges relics of the past and the future, offering traditional Italian craftmanship, quality and attention for detail.
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VISION LUXURY ISN’ T DEFINED BY THINGS,
IT ’ S THE EXPERIENCE AND THE WORLD YOU CREATE TO BECOME UT TERLY AND COMPLETLY YOURSELF 5
M I SS I O N CHALLENGING 21ST CENTURY LUXURY
BY PUSHING THE BOUNDARIES OF THE PAST, GENDER AND YOUR IMAGINATION
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VA L U E S
CENTRAL VALUES Progressive, Contemporary, Narrative
FUNCTIONAL VALUES Craftmanship, Durable, Innovative
EXPRESSIVE VALUES Eclectic, Whimsical, Romantic
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TONE OF SOUND
The sun descending in the west, The evening star does shine; The birds are silent in their nest. And I must seek for mine. The moon, like a flower In heaven’s high bower, With silent delight Sits and smiles on the night. - William Blake, read by Florence Welch for Gucci s/s 2016
The new Gucci speaks in a narrative way, Calm and familiar. The poetic easthetic translates into the sound of gucci. This personal approach results into the feeling as if alessandro michele speaks directly to you. Transparent and approachable. His way of communications is very different to the old tone of voice. Alessandro’s goal is to inspire you, not to inform you. The new Gucci is well aware of the fact that
music is important for their new generation of customers. Collaborations with musicians as Florence Welch, Jared Leto, Lykke Li and ASAP Rocky have been succesfull. Campaign and show music is very carefully choosen to fit the right atmosphere. Their new campaigns make use of experimental music as well as familiar 80’s rock with a new twist. This all results into a more credible brand experience.
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COLLEC Every object in the every collection is offered up as a small atlas of emotions, a treasure chest of aesthetic
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references, a sentimental cartography in which patterns, extraordinary craftmanship and rarefied materials are interwoven. -Allesandro Michele in A magazine
Gucci’s collections have disparate colours, clashing textures, and a mishmash of jarring prints, collided with a frenzied amalgamation of different cultures, styles, geographies and eras to create pure fashion alchemy. Michele’s work is a garden inhabited by signs, symbols and archetypes conjuring and invoking remote worlds. from retro to the far east influences michele’s collections are a bazaar of chaos, but it works better than ever.
T H E N E W G E N E R AT I O N
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Gucci’s new generation is more millenial like, younger, different and more fashion forward than their traditional target audience. Social media addicts with an appetite for the now and new. They’re between 22 and 40 years old, working or studying in the creative field. Mostly female and intersted in art, fashion, interior and design. A luxury consumer who doesn’t want to be fittted into a box, but wants to explore
and cross boundaries of gender, age and love. They have disruptive mindset; freethinking and individualistic. A fashion forward thinker with a big imagination. They share Michele’s romantic ethos of freedom; free to express, free to show who they are through the way they dress. They are confident, unconventional and highly interested in the world around them. They are independent and well educated.
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STRENGHTS • Brand equity – Gucci has a strong brand equity • Gucci has a distinctive style – Design wise as well as visual • Highest quality products –Gucci products are of the highest quality and the most luxurious items in the market. • Strong presence in international market – Gucci has about 500 stores across many countries. Its major presence is in UK, US and Japan as well as in other emerging countries. • Keeps Diversifying – With the arrival of Alessandro Michele Gucci has managed to create an even stronger brand image, consistent yet divers.
W E A K N E SS E S •
Continous updation is required – After Gucci’s tunaround people’s expectations are high and these expectations have to be met on order to keep up their brand image.
• They are foccusing on a total new target group and tent to loose their traditional audience because of this.
OPPORTUNITIES • Emerging markets – Emerging markets like China and India are hotspots for brands like Gucci and they can benefit from this as a premium brand • Their new target group is more band conscious than ever and as a brand with a big market share they can profit from this
T H R E AT S • Competition is a major threat for Gucci. Brands such as Dior, Ralph Lauren, Burberry are some of the brands which form a great threat for Gucci.
THE CHALLENGE Gucci is reinventing their DNA, with a new approach to experience and luxury. Gucci started using the concept of â€˜experimental marketingâ€™. As a brand that always wants to be on top of the latest and be innovative with their creativity, they should consider using a wide range of sources to achieve a more immersive brand experience. The Gucci customer is seeking for more experience in the brand. It is more than just the clothing. Not a lot of brands think about the full package, but offering this makes the experience more complete and intense, it has to touch all our senses. This implies the inclusion of all the five senses (vision, sound, smell, touch, taste), in which sound is mostly forgotten, but really important.
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Julia Oude Wesselink