Case Study Of Gucci

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In the South Korean Gucci website “Bamboo Shoopper” bag costed from approximately ₩2,665,000. (Gucci 2012 q). Gucci South Korea used to announce the “Bamboo Shopper” bag Facebook Gucci Korea. (Facebook Gucci Korea 2013a).In the South Korean Gucci website “Gucci Icon new Bamboo” bag started from approximately ₩ 2,965,000 - ₩ 3,805,000 according to its style and collection Gucci (2012 i). Gucci South Korea used to announce the “Gucci Icon new Bamboo” bag not only in Facebook Gucci Korea web site but also from their own South Korean Gucci web site. (Facebook Gucci Korea 2013b), (Gucci 2012 s).Starting from the year 2011, mobile, tablet applications and internet has been the main channels which enable Gucci to effectively reach their consumers. (Euromonitor International 2013 g).Fashion shows which are important to display what is the last trend of the brands is in a close cooperation with the PR department because PR has to build different stories and inform public related with the brand. According to the information available in (Pricewaterhouse Coopers Accountants N.V. 2004), “for the 2003 year Gucci’s growth in their long term revenue and growth was depended on a quality fashion shows and a collaboration with the PR department” (Pricewaterhouse Coopers Accountants N.V. 2004:26).Fashion shows for each season is an effective way to take the attention again for the related consumer of the brand.

Media Channels Objectives
“The gatekeepers” who are the critical persons who decide about the quality of the news changes from one culture to another culture (Milkie 2002:855). Especially they are the people who “coproduce, tastemake and select” (Foster, Borgatti and Jones 2011:248).Luxury brands has to rethink how to manage the “consu...

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...(Vogue encyclo 2013), (Gucci 2012 o). These special features of Gucci also contribute to the “brand heritage, creativity, prestige and values” (Kapferer and Bastien 2012:274). According to the Patrizio di Marco communication strategies are playing a fundamental role for Gucci globally (Youtube 2010). Every point in communication has to clearly serve for consumer’s tastes and their needs. In order to meet its consumers on on-line based platform Gucci launched not only a “digitalflaghip” store but also a “Gucciconnect.com” website (Proquest2010). These establishments leads Gucci to a next level in digital world.Gucci lovers can easily shop and check the latest new products of Gucci in the “flagship store” and also follow the fashion shows on-line with “gucciconnect.com”. These platforms unite people on the idea that Gucci is a unique brand.

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