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...ibution channels and marketing strategy to establish their position as a premium product brand . Personal drive and sense of urgency of De sole and Tom Ford and their strategic move from classic image to fashionable and glamorous image was big reason for Gucci 's huge success . Structuring for Success : Their competitive advantage against Prada and louis Vuitton is their suppliers high artistic capacity . They invested heavily in technology innovation like computerized leather cutting . They provided selected supplies of technical and financial support as part of their semi vertical integration approach . Their highly flexible production including skilled manufacturers , advanced technology and efficient logistics resulted in an increase in manufacturing capacity . They were able to create to more return by not going fully vertical integrated to approach like Hermes .
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