Case Study: The Gucci Scholarship

554 Words2 Pages
bulb-icon

Recommended: South Korea consumer attitude toward luxury brands

Gucci is in collaboration with “KOSAF” to conduct a scholarship program called “The Gucci Scholarship” (Gucci 2012 l). Gucci is a strong worldwide known brand which is putting importance for education related issues mostly to communicate with a specific country’s public. Gucci wants South Korean people to remember Gucci as an ambassador not only for luxury brands but also a strong collaborator who is willing to support students. Moreover, the intended message has been accepted by the South Korean public.

Non-Verbal Support
When it comes to non-verbal support for luxury brands, it is one face of their public relations. Luxury brand’s one of the main goals is to provide a non-verbal support for the brand, in order to reach the consumers beyond the words to be used describe the brands (Kapferer and Vincent 2012:271). Gucci is managing its non-verbal support via window installations, charity event, scholarship,collaboration with other brands and fashion shows.Gucci is in a collaboration to announce that the brand feeds itself for “Giannini's 2013 Cruise Collection” with an artist su...

Show More
Related

  • The Signs Of Shopping By Steve Mckeevitt Summary

    1222 Words  | 3 Pages

    People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive. People require brands to experience the feeling of being special. People spend their money to have something from famous brands, like a bag from Coach or Louis Vuitton which they think they need, yet all that is just people’s wants. Steve McKevitt claims that people give more thought on features or brands when they need to buy a product, “It might even be the case that you do need a phone to carry out your work and a car to get around in, but what brand it is and, to a large extent, what features it has are really just want” (McKevitt, 145), which that means people care about brands more than their needs. Having shoes from Louis Vuitton or shoes that cost $30 it is designed for the same use.

    Read More

  • Marketing: Burberry Target Audience

    944 Words  | 2 Pages

    The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...

    Read More

  • How the Polo Ralph Lauren Brand Has Achieved Such High Success

    1559 Words  | 4 Pages

    Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...

    Read More

  • Coach Inc. Case Analysis

    1700 Words  | 4 Pages

    Six years after deciding to be an independent public company in late 2000, Coach Inc.’s net sales had grown at a compounded annual rate of 26 percent and the stock price had increased by 1,400 percent due to a strategy keyed to a concept called accessible luxury. Coach crafted the accessible luxury category in women’s handbags and leather accessories by differentiating themselves on price, but matching competitors on styling, quality, and customer service. The accessible luxury strategy mirrors a focus (or market niche) strategy based on low costs. Coach concentrates on a narrow buyer segment and outcompetes rivals by having lower costs than rivals and thus being able to serve niche members at a lower price. Management believed that new products should be based on market research rather than on designers’ instincts. Coach utilized extensive consumer surveys and focus groups to gain insight in the market, and ultimately a competitive advantage over competition. Coach’s $200-$500 handbags appealed to both middle class consumers who now were able to afford a taste of luxury, as well as affluent consumers with the means to spend $2,000 on a handbag on a regular basis.

    Read More

  • Sociolotical Analysis of Fashion

    1247 Words  | 3 Pages

    Accardo, A., 1997. Introduction à une Sociologie Critique. Paris: Le Mascaret. Quoted by Entwistle, J and Rocamora, A, 2006. The Field of Fashion Materialized: A Study of London Fashion Week. London: Sage.

    Read More

  • Analysis Of The Scholarship Jacket By Marta Salinas

    250 Words  | 1 Pages

    The “Scholarship Jacket” by Marta Salinas is about a little girl who struggles to obtain the Scholarship Jacket that he deserves. Particularly, Martha comes from an underprivileged household but she has maintained straight A’s since the first grade. She is expecting to receive a scholarship jacket to follow her older sister’s path. First, Martha discovers that both of her teachers were arguing about her on who should be awarded with the scholarship jacket. Mr. Boone considers the scholarship jacket to be given to Joann since her father runs the only store in town giving her the advantage. However, Mr. Schmidt believes that Martha should obtain the jacket since she actually deserves it for her academic reputation. The next day, the principal

    Read More

  • Louis Vuitton in Japan

    1540 Words  | 4 Pages

    ...specific, the prices of leather goods, accessories, watches, jewelry, shoes and ready-to-wear of Louis Vuitton dropped by seven percent in 2008. Besides, Fujii takes some actions to face the challenges. For example, he sets an Internet business to follow the world trend and to enlarge the distribution channel. Also, he increases the product line to cover the children clothes and enlarges the market by opening stores in mid-size and small cities. Since Japan is still a developed country with wealthy families, the Japanese luxury market would still be a healthy and attractive market for Louis Vuitton and these challenges could be overcome in large extent.

    Read More

  • Polo Ralph Lauren Case Study

    1314 Words  | 3 Pages

    Polo Ralph Lauren not only owned retail stores, but also under other retailers such as Nordstrom, Macy’s, Dillard’s, Belk, Saks Fifth Avenue, and various other retailers. The unique selling proposition of Ralph Lauren brands go about defining themselves as not like the others, is to develop a positioning that’s intended for a narrower target to make them unique. Most luxury brands fall into this fashion unique style categories. Ralph Lauren Company wants potential customers to know all the ways that they are better than others, and as a result their advertising focuses on product benefits. The result is to grab the attention of their customers. The emotional appeal of this brand is to increase your self esteem and leaves you feeling high class and

    Read More

  • Marketing Analysis: L Odyssée De Carier's Critique

    852 Words  | 2 Pages

    For one, luxury can be defined through good health. For another, luxury can be defined through comfort. To many, luxury is defined through lavish possessions such as cars or jewelry. Regardless of how we perceive luxury, there is a journey behind how we achieve it. Cartier produced an exquisite commercial to celebrate the brand’s history. With the worldwide icon, the leopard, we went through the odyssey of Cartier’s history. The commercial started with a leopard statue of diamonds and jewels coming alive which symbolized the birth of the legacy of Cartier, the start of the odyssey. Then we start watching the leopard visit significant places of Cartier’s history: China, India, and France. All these places are important to the luxury industry. After the journey across different continents, we finally arrive in Paris where Cartier was founded, where

    Read More

  • Prada: A Case Study

    2831 Words  | 6 Pages

    The high pressure luxury brand industry has evolved over the last few decades from a small and selective to a multibillion dollar arena offering significant potential and growth opportunity for the luxury brands that compete within its realm. With many luxury brands competing for over $225 billion (The Economist, 2009) in revenue each year it is easy to see how strategy plays an important role.

    Read More

  • Artificial Intelligence In Fashion Essay

    706 Words  | 2 Pages

    The way people consume and enjoy all media has already changed, thus affected the way fashion brands market to consumers. Americans nowadays spend most of their time with digital media, and as a result, most brands prioritize digital advertising. To once again captivate its audience, the fashion industry needs to evolve its print and digital advertisements and utilize AI to create engaging campaigns. Fashion advertising has become incredibly mundane and predictable; with the exception of a few, recent editorials and advertising campaigns seem to be missing an essential factor, content that speaks to its audience. Nicola Formichetti, creative director of Diesel describes fashion advertising as more than just creating unusual or beautiful images. Formichetti states, "No one wants to see a catalog shot with a bag and that's becoming more common in advertising. It's my role as a creative director to push boundaries and do something more inspiring. You want people to think, and to question things" (Lockwood, Martens, and McCarthy). When just about everything has been done, creating advertisements that leave people inspired and astonished can be

    Read More

  • Haute Couture Influences Ready-to-wear

    1898 Words  | 4 Pages

    Fashion has been around ever since ancient times, since the time of the Romans, it survived the world wars and is yet today a business with rapid changes. Fashion started off as an art form, a way for the riches to show their social status with unique and innovative designs that only they could afford. It was a way to separate the social classes of the society. In this paper I will include the creator of haute couture, and how the following designers developed couture, as well as having leading names in today’s ready-to-wear industry. The list is long, but I chose to focus on the three most important designers of the modern fashion industry.

    Read More

  • LVMH: Diversification Strategy into Luxury Goods

    1494 Words  | 3 Pages

    By 2002, Moet Hennessy Louis Vuitton was the world’s largest luxury products company, enjoying annual sales of 12.2 billion euros. LVMH carries the most prestigious brand names in wine, champagne, fashion, jewelry, and perfume. Upon entrance of this luxury product industry, LVMH was aware that they produced products that nobody needed, but that were desired by millions across the world. This desire in some way fulfills a fantasy, making consumers feel as though they must buy it, or else they will not be in the moment, and thus will be left behind.

    Read More

  • Rosewood Branding Strategy

    744 Words  | 2 Pages

    -Status symbols: Sophisticated customers who value the distinctive, exclusive collection seem to value the corporate-branded version of luxury. –Philip Martiz, chairman of the board

    Read More

  • LVMH strategic analysis

    1536 Words  | 4 Pages

    “Despite worldwide softness in the sale of luxury goods, LVMH has cemented its position as the world’s largest and most profitable player in the category. To stay there it must keep its customers loyal and its brand strong and find new markets worldwide” (Hazlett C. 2004). That is why in its mission they state to represent the most refined qualities of Western “ art de vivre” all around the world. Their objective is to be the leader in the luxury market, continuing to transmit elegance and creativity. This poses some major challenges, the main one is to keep being the leader in the luxury market through a sustainable growth. The main problem to achieve it is the high dependency on three main countries, France, Japan and USA. This becomes a threat because if there is an economic downturn in one country it affects LVMH directly that is why.

    Read More

More about Case Study: The Gucci Scholarship

Open Document