3. INTRODUCTION
• Most valuable and premium Global Italian Brand dealing in
leather goods, shoes, ready to wear, jewelry and watches.
• Ranked 38 in Top 100 Global Brands
• Designs, manufactures and distributes highly desirable
products
• 380 directly operated stores worldwide
• Brand value stands at USD 9.4 Billion in 2012 as compared to
the average brand value of the luxury market .i.e. USD 7.8
Billion
(Interbrand, 2012)
9. Targeting
• Loves shopping, partying &
reading Vogue
• Is ambitious & confident
• Is fun, friendly & fashionable
• Belongs to the high income
group
Hazel
26-40 years
15. BRAND
KNOWLEDGE
BRAND
AWARENESS
BRAND
IMAGE
BRAND
RECALL
BRAND
RECOGNITION
TYPES
OF
BRAND
ASSOCIATIONS
FAVOURABIL
ITY
STRENGTH
UNIQUENESS
ATTRIBUTES
BENEFITS
ATTITUDES
NON
PRODUCT
RELATED
PRODUCT
RELATED
FUNCTIONAL
EXPERIENTIAL
PRICE
USER
IMAGERY
BRAND
PERSONALITY
FEELINGs
&
EXPERIENCES
SYMBOLIC
16. BRAND
KNOWLEDGE
BRAND
AWARENESS
BRAND
IMAGE
BRAND
RECALL
BRAND
RECOGNITION
TYPES
OF
BRAND
ASSOCIATNS
FAVOURABIL
ITY
STRENGTH
UNIQUENESS
ATTRIBUTES
BENEFITS
ATTITUDES
NON
PRODUCT
RELATED
PRODUCT
RELATED
FUNCTIONAL
EXPERIENTIAL
PRICE
USER
IMAGERY
BRAND
PERSONALIT
Y
FEELINGS
&
EXPERIENCES
SYMBOLIC
17. ATTRIBUTE
S
NON
PRODUCT
RELATED
PRODUCT
RELATED
PRICE
USER
IMAGERY
BRAND
PERSONALITY
FEELINGS
&
EXPERIENCES
Value
based
pricing
strategy
Bold,
glamorous
&
sexy
Excitement,
competence
&
SophisOcaOon
Social
approval,
self
respect
• Good
quality
• Comfort
• Trendy
• Colors
• CustomizaOon
opOons
18. BRAND
KNOWLEDGE
BRAND
AWARENESS
BRAND
IMAGE
BRAND
RECALL
BRAND
RECOGNITION
TYPES
OF
BRAND
ASSOCIATIONS
FAVOURABIL
ITY
STRENGTH
UNIQUENESS
ATTRIBUTES
BENEFITS
ATTITUDES
NON
PRODUCT
RELATED
PRODUCT
RELATED
FUNCTIONAL
EXPERIENTIAL
PRICE
USER
IMAGERY
BRAND
PERSONALIT
Y
FEELINGS
&
EXPERIENCES
SYMBOLIC
19. BENEFITS
FUNCTIONAL
EXPERIENTIAL
SYMBOLIC
ATTITUDES
Quality,
comfort
&
support
Feeling
confident
&
unique
Internal
Pride
• High
quality
• Unique
design
• Market
Credibility
• Superior
Image
&
performance
20. BRAND
KNOWLEDGE
BRAND
AWARENESS
BRAND
IMAGE
BRAND
RECALL
BRAND
RECOGNITION
TYPES
OF
BRAND
ASSOCIATION
FAVOURABILITY
STRENGTH
UNIQUENESS
ATTRIBUTES
BENEFITS
ATTITUDES
NON
PRODUCT
RELATED
PRODUCT
RELATED
FUNCTIONAL
EXPERIENTIAL
PRICE
USER
IMAGERY
BRAND
PERSONALIT
Y
FEELINSG
&
EXPERIENCES
SYMBOLIC
24. SALIENCE
PERFORMANCE
IMAGERY
JUDGMENTS
FEELINGS
RESONANCE
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
What about you?
RELATIONSHIP
What about you
and me?
Deep, broad
brand awareness
Points of Parity
and Difference
Positive
accessible
reactions
Intense, active
loyalty
25. PERFORMANCE
IMAGERY
JUDGMENTS
FEELINGS
RESONANCE
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
What about you?
RELATIONSHIP
What about you
and me?
Deep, broad
brand awareness
Points of Parity
and Difference
Positive
accessible
reactions
Intense, active
loyalty
Luxury
retail
clothing
segment
Comfort
and
Support
26. SALIENCE
IMAGERY
JUDGMENTS
FEELINGS
RESONANCE
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
What about you?
RELATIONSHIP
What about you
and me?
Deep, broad
brand awareness
Points of Parity
and Difference
Positive
accessible
reactions
Intense, active
loyalty
• Reliable
• Durable
• Stylish
• Price
27. SALIENCE
PERFORMANCE
JUDGMENTS
FEELINGS
RESONANCE
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
What about you?
RELATIONSHIP
What about you
and me?
Deep, broad
brand awareness
Points of Parity
and Difference
Positive
accessible
reactions
Intense, active
loyalty
Fashionable,
Trendy
Spirited,
Classy
28. SALIENCE
PERFORMANCE
IMAGERY
FEELINGS
RESONANCE
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
What about you?
RELATIONSHIP
What about you
and me?
Deep, broad
brand awareness
Points of Parity
and Difference
Positive
accessible
reactions
Intense, active
loyalty
Credible
ConsideraOon
Superiority
29. SALIENCE
PERFORMANCE
IMAGERY
JUDGMENTS
RESONANCE
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
What about you?
RELATIONSHIP
What about you
and me?
Deep, broad
brand awareness
Points of Parity
and Difference
Positive
accessible
reactions
Intense, active
loyalty
Excitement
Social
approval
Self
respect
30. SALIENCE
PERFORMANCE
IMAGERY
JUDGMENTS
FEELINGS
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
What about you?
RELATIONSHIP
What about you
and me?
Deep, broad
brand awareness
Points of Parity
and Difference
Positive
accessible
reactions
Intense, active
loyalty
Community
Engagement
Behavioral
loyalty
AWtudinal
aVachment
49. Opportunities Challenges
USA & Europe
• None of our competitors
(eg: Burberry, Armani)
have tapped into lingerie
line
• No effect on the Fashion
Industry during
recession
• Gucci has been
successful in the niche
segment
• Strong existing competition:
Victoria Secret, La Senza &
local premium brands
• ‘Gucci Goddess’ might be given
secondary preference being a
new brand
• Europe has their own beloved
luxury lingerie lines
• Eg: Aubade in France, Irma La
Douce in Germany etc
50. Challenges
China & Japan
Opportunities
• Single largest market for
lingerie – Over 650
million women
• High preference for
luxury brands
• Customers prefer
customization
• Brand conscious
• Chinese and Japanese
consumers are a lot
more conservative
compared to
Europeans
51. Challenges
Middle East
Opportunities
• Growing retail market
worth $171m in 2010
• Limited competitor
presence - Victoria Secret
has only 6 stores over
Middle East
• Increasing strong demand
despite the credit crunch
for luxury premium
quality products
• Sole competitor -
Canadian brand - La Vie
en Rose; has over 55
stores
• Advertising restrictions
