Market report Gucci Dapper Dan

MARKET REPORT | GUCCI x DAPPER DAN
1#
DAPPER DAN
MARKETING REPORT 2020 | RITA BIANCARDI 97050420

2#
CONTENTS
PR and Retail Trands Report
3. SWOT
4. PESTEL
6. Current Streetwear Landscape
7. Key Market Drivers
9. Competitor Matrix
10. Analysis of media platforms
11. Brand Event - AIDA
Market Segmentation and Customer Profiling
13. Market segmentation
14. Customer Identification/Habits/Profile
Future Marketing Strategy
17. Brand Identity and DNA
18. 7P’s of Marketing
19. Event Launch Proposal
24. Multi-channel Promotion Strategies

3#
STRENGHTS
Strong brand identity and
loyal audience.
Excellent reputation and
products of the highest
quality that represent
the pinnacle of italian
craftsmanship.
First fashion brand in the
world for sustainability.
Good distribution strategy
and more than 500 stores
around the world.
Celebrates diversity
supporting an inclusive
vision of beauty.
WEAKNESS
Often at the center of
controversy.
Accused of cultural
appropriation and
counterfeiting multiple
times.
Subject to massive
counterfiting.
OPPORTUNITIES
To take advantage of the fact
that ostentation and audacity
of Dapper Dan’s style are very
trandy in booming markets for
luxury goods such as China.
To exploit the influence that the
BLM movement has on public
opinion - it is the perfect time to
propose a collaboration with the
historic designer from Harlem.
The streetwear is the latest
status symbol for millennials.
THREATS
Huge competition with
other luxury streetwear
brands.
Pandemic has made
the market extremely
unstable and has led
to a reduction in turist
flows.
SWOT

4#
POLITICAL ECONOMICAL SOCIAL
Brexit is affecting
trading policies and
Gucci is preparing to
face several changes.
Pandemic is causing
a global economic
crisis that is making
the market extremely
unstable.
The Black Lives Matter
movement influences
public opinion.
Greta’s movement has
made people more
aware of the pollution
issue and this makes
consumers more likely
to choose a sustainable
brand like Gucci.
Rising economic
uncertainties likely
to have an impact on
consumer confidence
and tourism flow.
Economical crisis
means that people
have less money to
spend on luxury goods.
Agreements for
import and export/
international trade are
changing due to Brexit.
Streetwear market
growth.
Temporary closure
of some stores due
Covid-19 led to a
slight decrease in
sales -generations z
and y prefer to buy in
physical stores.
Cultural diversity and
inclusive fashion are
very popular topics.
Gucci’s choice to
collaborate with
Dapper Dan sends an
important message to
consumers.
The ostentation of
Dapper Dan’s style is
very fashionable in
booming markets for
luxury goods such as
China.
Many celebrities
wear and support this
collection on social
networks.
PESTEL

5#
TECHNOLOGICAL ENVIROMENTAL LEGAL
The lockdown has
raised technology to an
urgent priority in the
entire fashion chain.
Boom in e-commerce
after lokdown:
Gucci e-commerce
either operates fully
internally.
The creation of the
Gucci App makes
e-commerce faster and
more fun.
Gucci has created
an online community
(#GucciCommunity) to
increase the emotional
bond with its clients
even during this social
distancing period.
Gucci is the world’s
most sustainable
fashion corporation.
Gucci created “Gucci
Equilibrium” -a portal
dedicated to explaining
and proving updates
on the social and
environmental practice
of the brand.
Gucci is a fur free
brand since SS 2018.
Gucci has been
accused several
times of cultural
appropriation and
copyright.
Gucci is often the
victim of mass
counterfeiting
of its products.
Alessandro Michele
chooses to launch
an ironic jab to
the culture of
counterfeiting
with the Fake/Not
Collection.

6#
CURRENT STREETWEAR
LANDSCAPE
Global streetwear market:
$185 billion by sales
It is about 10% of the entire global apparel
and footwear market
Pandemic has changed our life habits
and consequently also of purchasing habits.
We are witnessing a huge evolution in the
fashion industry.
Experts speak of a progressive:
- casualization of fashion
- abolition of the seasonality of trends
- focus on product versatility
- focus on sustainability
- focus on immersive technologies
-11%
on sales of men’s
tailoring expected
between 2019
and 2024
-16%
on overall
manswear
sales
+49%
demand for
baseball
caps
+33%
demand for
hoodies
+267%
demand for
trainers
-6%
only on
sportswear-
inspired
clothing

7#
KEY MARKET DRIVERS
MEASURING INFLUENCE (UK)
Which factors are the most important for streetwear brands?
Product quality
Brand Legacy
Creative director
Social media presence
Resell value
89%
21%
26%
38%
70%
BOOMING MARKETS FOR LUXURY GOODS
Chinese consumers are
one of the key driving
forces for the growth
of the global luxury
goods industry. In 2019
Chinese consumers
alone accounted for 90% of
the growth in the personal
luxury goods market. They
also generated 35% of global
luxury spending. Generation Y and
Generation Z, accounted for 100% of the
global luxury market growth in 2019. The
Chinese and Southeast Asian markets proved
to be most dynamic and the most interesting
for personal luxury market.
Particularly popular with millennial and Gen Z
consumers, streetwear has become embedded
in the Chinese fashion landscape.
YEAR-OVER-YEAR GROWTH OF AVERAGE
DAILY BAIDU IN CHINA
April 2017-March 2018 vs April 2018-March 2019
Streetwear Activewear Fashion
+12% +6% +5%

8#
WHERE CUSTOMERS SHOP
COVID-19 UK SALES IMPACT
LUXURY STREETWEAR
TOP PRODUCTS
58%
72%
58%
Netsales(GBPbn)
19%
6,3%
15,7%
56%
2%
$500-1K
MEASURING COSUMER
SPENDING

9#
The Matrix was created
considering Gucci’s major
competitors in the luxury
streetwear sector.
The brands were positioned
according to two fundamental
parameters: price and level.
To identify an approximate price
range in which each brand is
positioned, the average price
of a streetwear t-shirt of each
brand was taken as a reference
point.
Luxury streetwear brands reflect
the most recent emergence of
brands that blur the lines be-
tween original streetwear and
luxury fashion. These brands are
also driven by authenticity but
operate at a higher price point
and diverge from the standard
streetwear uniform.
LOW PRICE
HIGH FASHIONLOW FASHION
GUCCI COMPETITOR
MATRIX
HIGH PRICEMARKET REPORT | GUCCI x DAPPER DAN

10#
ANALYSIS OF MEDIA PLATFORMS
STREETWEAR’S INSTAGRAM DOMINANCE
Which platforms do you use to gather information on streetwear? (UK)
How likely are influencers to impact your product choices? (UK)
Instagram 98% YouTube 45% Online Magazines 30% Twitter 24%
INFLUENCERS IMPACT
Not at all likely - 1
Very likely - 5
2
7%
14%
33%
32%
15%
3
4

11#
BRAND EVENT - AIDA
A: Gucci makes the target audience aware
of the history of the brand with Gucci
Museum (a collection of original pieces
which tells the story of the fashion house).
I: It is not just a museum but an exciting
and dynamic experience. Gucci Garden
is a place where you can let yourself go
between imagination and reality. Consumer
find themself surrounded by unique fashion
pieces placed in a timeless atmosphere
where classic and modern art come
together.
D: The charming atmosphere in which the
pieces are exhibited make you want to be
part of that beautiful world. The space is
also a laboratory, consumers can personally
interact with all the elements available in
order to create an emotional connection
with them.
A: The Gucci Garden is strategically located
in the center of Florence. An interactive
virtual tour of the entire area is available on
the Gucci website. Inside the area there is
a butique where you can buy all exhibited
pieces.
“I went to the
garden of love,
and saw what
I never had
seen”
William Blake, The
Garden of Love
GUCCI GARDEN
Florence, permanent experiential event

12#
BRAND EVENT - AIDA
HERMÉS CARRÉ CLUB
Milan, from 23 to 25 November 2018
A: This vibrant exhibition plunges visitors
into the imaginary world of creation and
joyfully celebrates design in all its forms.
Hermes makes its target audience more
brand aware by involving visitors in
interactive workshops, beauty and styling
courses.
I: Hermes gets the interest of visitors by
creating a unique atmosphere. Each section
of the event is extremely engaging starting
from the Carré Studio where you can watch
the scarf designers create live. In addiction
there is the Carré Café where visitors can
socialize and also a recording room for
Karaoke.
D: By letting consumers assist in the
creation of products, they tend to feel that
they are no longer spectators but part of
the fashion system. Furthermore, during
the event they can even give a name to one
of the 75,000 colors displayed on the walls
(these are the colors used by Hermès since
1937, the year the first carré was born)
A: Hermés Carré Club is located in the
center of Milan, the fashion capital of Italy.
In addition, the event is advertised on the
Hermes website and on social media.

13#
MARKET SEGMENTATION
€8,285 million
in revenue
€3,275 million
in recurring operating income
14,628 average number of employees
(full time equivalent)
540
directly operated stores
BREAKDOWN OF REVENUE BY PRODUCT CATEGORY
GUCCI SALES FIGURES:
57% 18% 14% 4%
Leather Goods Shoes Ready-to-Wear Watches and Jewerly
Where: Who: Why:
Asia-Pacific
Western Europe
North America
Japan
Men & Women
20-50 year old
Expecially Generation Y
and Generation Z
Cool
Comfortable clothing
Exclusivity
Community
Status symbol

14#
THE GUCCI CUSTOMER
TARGET MARKET
Gucci target market is the middle and high-class
customers, usually around tha ages of 20-50 years old.
However, we must consider that the target audience
for this streetwear collaboration is younger because
streetwear’s audience is very young: mostly under 25
(Millennials and Generation Z).
DEMOGRAPHICS
At the beginning of 2015, Gucci embarked on a new chap-
ter in its history under the Creative Director Alessandro
Michele. Their new contemporary vision for Gucci has
allowed them to move towards a wider reference target by
supporting the concept of customer inclusivity. Gucci is
a brand that celebrates diversity and aims at every per-
son who is fashion conscious regardless of ethnicity, age,
gender or physical appearance. In fact, in its advertising
campaigns we can see how Gucci wants to challenge tradi-
tions and ideals of beauty by proposing models of different
races, ages and physical characteristics.
GEOGRAPHIC
Gucci products are accessible all over the world. Gucci has
540 directly operated stores around the world (147 stores
in Europe, 267 stores in South East Asia, 79 stores in the
US and 33 stores in the Middle East). The streetwear col-
laboration with Dapper Dan is finding particularly success
in emerging markets in luxury goods such as China and
Southeast Asia.

15#
PSYCHOGRAPHICS
The Gucci customer tends to be very fashion conscious and
have a medium-high income. He sees fashion as a way to ex-
press his personality and lifestyle. He is not a passive consum-
er but wants to interact and feel part of the brand and the fash-
ion system (for this reason Gucci has been operating for years
with a strong Consumer Centric perspective). He is a customer
who is not afraid to show off a bold and ahead of the times
style. He is looking for an emotional bond with the product, he
doesn’t just want to buy a highfashion item but a way of being.
EMERGING CUSTOMER HABITS (Post Covid)
The pandemic has radically changed the lifestyle and shopping
habits of consumer. The customer tends to spend a lot more
time at home and therefore their needs have changed. Demand
has shifted from office clothing to more casual and comfortable
clothes (casualization of fashion).
The customer tends to have more time to refine their choices
and determine which brand is worth of their support from the
point of view of ethics and sustainability.
In this period, more than ever, technology and social media have
become essential for the customer. Streetwear consumer say
social media is their main source of influence (84%)
“People are moving towards a morerelaxed
aesthetic, opposite from what we saw
pre-pandemic.”
Krista Corrigan, retail analyst at Edited

16#
ZAK
Name: Zak
Age: 19
Location: Rome
Instagram: @jesuswablvck
Followers: 5,6K
Course of study: Fashion Design
Job: fashion model
Relationship status: single
Favourite fashion brands:
Gucci, Versace, Prada
Attitude to risk: high
BADBOY-PROUDOFHISAFRICAN
AMERICAN ROOTS - STREETWAER
STYLE - FASHION CONSCIOUS -
RICHFAMILY-ATTENDEDPRIVATE
SCHOOL - LUXURY LIFESTYLE
- GETS INVITED TO FASHION
WEEKS AND EXCLUSIVE EVENTS
- STARRING ROLE IN MUSIC
VIDEO “DOMANI” BY ERNIA

17#
BRAND IDENTITY AND DNA
PHYSIQUE
INTERNALISATION
EXTERNALISATION
PICTURE OF RECEIVER
PICTURE OF SENDER
PERSONALITY
SELF-IMAGEREFLECTION
• It is a customization of the official logo created
for the collaboration with Dapper Dan
• Brand’s name is written in a bold yellow font
surrounded by a rectangle of the same color
• Designer’s name is placed under the brand name
• In the background the characteristic colors
of the brand: dark green and red
• Logo perfectly reflects streetwear style
• It is young, bold, eccentric, strong
• it celebrates a proud, self-confident black
culture that does not want to go unnoticed and
wants to have a significant impact on global
fashion
• When you wear these items you will feel stylish
and privileged. It will be impossible not to
be noticed and all the people around you will
consider you more. People will respect you more
by understanding that you belong to a privileged
social class. People will admire you, they want to
be you and have your lifestyle
• Young, rich and part of the fashion system
• Not afraid to take risks by wearing bold and
innovative items
• Privileged person who has a luxurious lifestyle
that few can afford
RELATIONSHIP CULTURE
• For those who are trendy and
fashion conscious
• For those with a luxury lifestyle
• For those who want to make a
sustainable choice
• High fashion made in Italy
• Excellence in execution
• Responsibility and respect
• Innovation, creativity
and risk-taking

18#
7P’S OF MARKETING
1 2
3 4
5 6
7
PRODUCT
Gucci x Dapper Dan collection offers products of
the highest quality and creativity that customers
can wear every day to always feel comfortable
and trendy.
PRICE
Ranging from 350 to 5.000 pounds. The items have a high
value as they are of the highest quality and they are part
of an exclusive collaboration. The high price does not
discourage customers from buying because Gucci does not
only sell products but ways of being.
PEOPLE
Staff at store usually wear a black suit and white
shirt. The uniforms are elegant and clean and convey
competence and reliability. The staff are highly
qualified and provide excellent support and advice.
PHYSICAL EVIDENCE
Gucci offers a complete experience within the
world of luxury fashion. No detail is overlooked
from the classy and timeless stores to the iconic
black and white packaging of their products.
PROCESS
Gucci is committed to challenge traditions and
conventions by supporting an inclusive vision of
beauty and celebrating diversity. It is a sustainable
brand that cares about the environmental and social
impact of fashion.
PLACE
Gucci offers an omnichannel retail strategy. The
products are available both on the official website and
in luxury boutiques or in pop-up shops of department
stores. The boutiques are located all over the world on
the high streets of the main cities.
PROMOTION
Gucci uses an omnichannel marketing strategy. It
promotes its products and launches its advertising
campaigns through social networks, TV and the official
website. It is preferable to promote during the holidays
such as Christmas because people tend to buy more.

19#
EVENT LAUNCH PROPOSAL
WHY AND HOW TO PROMOTE A STREETWEAR
COLLECTION DURING A TIME WHEN PEOPLE HAVE
NEVER SPENT SO LITTLE TIME ON THE STREET?
• Gucci once again demonstrates a vision of fashion connected with the spirit
of the present time. With the arrival of the pandemic the demand for casual
clothing items is growing: this is the perfect time to re-propose some of the
best sellers of the iconic streetwear collaboration with Dapper Dan.
• Gucci launches an hashtag on social networks (#streetweariseverywhere)
to convey the message that streetwear is a state of mind no matter where
you are.
• Gucci conceives a bold and paradoxical streetwear advertising campaign by
shooting the promotional film entirely at home. However, this is not just any
house, this is Dapper Dan’s house.
• Gucci launches a unique event. Dapper Dan exceptionally opens his home
to make you live an unforgettable experience. It is an interactive journey
inside Dapper Dan’s house where you can observe the models of the promo-
tional film free to interact with each other in every room of the house wear-
ing the items of the collection. Visitors will also be able to interact person-
ally with the products using the most advanced technological resources
available to the brand.
• Everything about the event is designed to involve the consumer and make
him feel part of the fashion system. At the end of the tour it will be possible
to buy the items directly in the designer’s house.
The event will be held in:
Rosegarden Manor
Hadlow - South East 514
(45 minutes from London)
From 14th to 20th December
In this moment more than ever
Gucci does not forget the less
fortunate people. During this event
20% of the proceeds from all items
sold will be given to charity to help
families in need during the pandemic.
Gucci decides to give you not just
a gadget but an experience. During
the interactive journey inside Dapper
Dan’s house you will be offered a very
special drink: the Gucci Beer. This is
the drink that the models of the promo-
tional film drink during the video.
#STREETWEARISEVERYWHERE
ready to visit the most “streetwhere” house ever?

20#
DAPPER DAN
#streetweariseverywhere
HI, I’M DAPPER DAN AND I WANT TO INVITE YOU TO MY HOUSE!
This winter from 14th to 20th December you are invited to take part in the most anticipated event of the year. Exceptionally, I decided to
open my house, The Rosegarden Manor in Hadlow, to make you live an unforgettable experience in full streetwear style.
What better time than this to create an event that demonstrates that streetwear is a state of mind? It doesn’t matter where you are,
at home or on the street! As proof of this, I have decided to invite you to the most “streetwear” house ever. This is an interactive tour
inside the various rooms of my house in a surreal and streetwear atmosphere where your eyes will see things never seen before. You
will be able to see models live interacting freely in every room of my house. The models will wear some of the best-selling items from
my collection which will exceptionally be available to purchase again in the pop up store of the event.
As you know, I started from the bottom, before getting to where I am now I had to overcome many obstacles. For this I know what it
feels like to be in trouble and so I decided to donate part of the profit of the sales of this event to charity. The 20% of all raised will be
donated to help families most in need during the pandemic.
During the tour you will meet some very special guests: several celebrities from the world of music, fashion and sport who have decided
to support the initiative. You will be offered a very special drink, the Gucci Beer. This is the limited edition drink produced specifically
for this event and drunk during the promotional filming by my models. There will also be many other interactive activities including a
very special selfie wall and The Gucci Mirror through which you can virtually wear the items shown during the event.
ABOUT MY COLLABORATION WITH GUCCI
It is an exclusive collection of accessories and ready-to-wear items with an 80’s style that combines my creations with the finest
materials of the Maison. The collection was created to celebrate a proud, self-confident black culture that does not want to go
unnoticed and wants to have a significant impact on global fashion.
Best regards,
DAPPER DAN

21#
POP-UP ENVIRONMENT
1
EXTERNAL VIEW A sumptuous
red carpet will
be placed at the
entrance to the
house. In this way
the visitor will be
immediately amazed
by the luxurious
atmosphere in which
he is about to enter
YOUR SAFETY IS
OUR PRIORITY
In order for all visitors to have a
safe experience, Gucci takes all
possible precautions to safeguard
the health of its guests:
• At the entrance a box with
a certified mask and hand
sanitizer will be distributed to
all guests
• During the whole tour there
will be the obligation to wear
the mask
• A limited number of visitors
can be accommodated inside
the house in order to always
respect social distancing
• When the guests make the
online reservation they will
have to fill in a form declaring
their state of health
safety kit
2 THE ENTRANCE
E
X
C
L
U
S
I
V
E
S T R E E T W E A R

22#
3
THE LIVINGROOM
The promotional film will be shown
on all the televisions in the house
and the models will be completely
free to interact with each other
and with the surrounding objects
4
THE ELEVATOR
5 THE BEDROOM
THE DRESSING ROOM
6
Y
O
U
N
G
C
O
O
L
F R E E
In this room you will be able to see the models
create live fashionable outfits through innovative
combinations of the various items in the collection
T R E N D Y

23#
7
THE KITCHEN S U R R E A L
8 THE BATHROOM
THE GUCCI MIRROR
This is an extremely
innovative attraction that
the Maison created during
the pandemic and made
it available to consumers
for the first time ever. The
Gucci mirror allows you
to virtually try on all the
items on sale. In this way
you can try all products
quickly and safely.
B
O
L
D
DAPPER DAN
9 THE SELFIE WALL
10
S
O
C
I
A
L
M
O
D
E
R
N
Take the coolest shot to post on Instagram!

24#
MULTI-CHANNEL
PROMOTION STRATEGIES
A LIVE VIRTUAL TOUR JUST A
CLICK AWAY
In every room of the house there will be cameras that will
continuously record the event.
The event will then be broadcast in live streaming on a
platform accessible to all on the official Gucci website.
In this way, at any time and wherever you are, you can
connect to the Gucci website and see what happens live in
every room of Dapper Dan’s house.
All those who can participate in the event will try to book
the very few places available. All the others will still
be able to enjoy a unique online experience. In this way
Gucci will further strengthen the emotional bond with its
customers from all over the world.
#STREETWEARISEVERYWHERE
To make the event hashtag go viral, visitors will be asked
to post their photos of the event on Instagram with the
hashtag “streetweariseverywhere”. In this way, the
luckyiest visitors will be able to win an item from the
exclusive collection.
INFLUENCERES AND SOCIAL NETWORKS
• During the event, the promotional film will be
shown on all the televisions of the house.
• The film will also be promoted through all the
brand’s official social networks, in particular
Instagram.
• The promotional film will also be shown on the
official Gucci website and on the Gucci App.
PROMOTIONAL FILM
The event will be advertised on social networks and high
fashion magazines. Many celebrities and influencers have
been invited, as we know their opinion has a significant
influence on customers.
# S T R E E T W E A R I S E V E R Y W H E R E

25#
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