4. Part of Kering since 1999
Marco Bizzarri is CEO since 2014
Alessandro Michele designer since 2015
his style is «romantic and exuberant»
Leather goods represent more than 50% of
turnover.
Gucci Today
7. Personnality
Sophisticated, cool,
creative, audacious,
authentic, innovative,
distinctive
Reflect
Youth, Openness, Free
Singular, vintage but
modern
Relationship
confident, influential,
proximity, interactivity,
personalization
Physical
floral, green and red, leather
Culture
Italy,Art, Renaissance, Know-how
Mentalisation
"I am different and I
assume it".
Brand Identity
17. Launched in 2002, relaunched in October
Lot of interactivity and content, mostly gifs and videos. Different views while looking at a product.
Load time is not perfect
Easy to shop: Search tab, Different categories, Filter by size or color, Quick View, Sizing guide, Estimated shipping
dates, possibility to nearest store where the product is available
Customer Service: Contact us, FAQ, No live chat, Store locator with geo localisation and map, Free returns, gift
wrapping
Website
23. Web Advertising
No banner
Not much Web advertising without on the web site because the main strategy of the brand is on Social Media.
but on the Web site they create short movies to promote the collection and they created « the Agenda »
46. Post frequency: Average 1-5 per week
#GucciGift 967 Tweets last 7 days (21/11) - 613 People participated
#GucciCruise18 - 995 Tweets - 702 People
Video perfectly integrated
Twitter
48. Audit Digital
GENIUS 140+
Digital competence is a point of competitive differenciation.
Creatively engineered messaging reaches on a variety of devices.
49. Objectives
Create a short-term, unexpected,
instagrammable and memorable experience.
Engagement
Keep up from our core target consumers, the
millenials.
51. Click & Collect
Introduce the Snap Click & Collect for selected items
Check the availability in store and pick it up within 2 hours
52. Pop Up
The consumer must flash the code on a print ad via the
Gucci App in the street.
This will redirect him to a simple game on the App and
allow him to have access to the instagrammable pop up
This practice will allow us to have access to his data and
personalize his shopping experience
Hong Kong
Los Angeles London Paris Firenze
New York
53. Exclusivity
Create a T-shirt customization corner in shop
Design it on a tablet and get it 5 minutes later
Patch made by artists
Accessories in limited edition
Collaboration with artists from the city
54. COMMUNICATION
Use word of mouth and digital buzz
Communication only via Social Media and
particularly Instagram where the brand is one
of the best players in the luxury industry.
Pictures, Videos and gifs of the print ad to
flash will be realized by artists and spread on
the Internet and social media by influencers
and followers.
#WhereisGucci
56. Bibliography
The digital strategy driving Gucci growth https://digiday.com/marketing/digital-strategy-driving-guccis-growth/
Chanel and Gucci Rank Highest Luxury Brands on Social Media https://www.luxurysociety.com/en/articles/2017/09/chanel-gucci-rank-
highest-luxury-brands-social-netbase/
Old World Luxury meets digital marketing https://medium.com/rta902/gucci-old-world-luxury-meets-digital-marketing-e427df076bc7
The top 10 brands using digital best https://www.launchmetrics.com/resources/blog/top-ten-brands-using-digital-best
Gucci Gone Meme: The Luxury House Throws us a Curveball https://blog.dashhudson.com/gucci-meme-luxury-brand-instagram-
marketing-content-strategy/
TalkWalker.com
Similarweb.com
Keyhole.com
Unmetric.com
TweetBinder.com
http://www.leluxeestvivant.com/leblog/gucci-premier-de-la-classe-digitale
https://www.seeo.fr/blog/referencement/385-4-outils-pour-tester-la-compatibilite-mobile-de-son-site/
http://uk.fashionnetwork.com/news/Gucci-launches-mobile-travel-app,852064.html#.WhUx0rjfvmo
https://search.google.com/test/mobile-friendly?id=jdnPxSDrru5yDmwnWb6i0w