Gucci Case Study

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“Gucci’s flagship store the glass tower in Tokyo is a clear example that the appearance, technology related tools, light installations the displaying of the handbags are presented by handmade material and moreover it also exists the first Gucci Gallery in the store” (Gucci 2012c). In this regards, Gucci supports its brand with non verbal support in Japan effectively because everything was designed according to the consumer’s tastes. Furthermore, the flagship store establishment in Japan is the main window for contributing to the reatiling understanding of luxury brands (Chadha and Husband 2006:75). Gucci South Korea is following its traditional flagship store concept. Gucci’s main distinction in the luxury market is that it follows the latest modern trends and apply it in its unique flagship store concept. Evethough, Gucci is implementing its modern features in its brand but still it is preserving the key traditional characteristics of Gucci (Gucci 2012 k).In this picture,” South Korean actress Lee Young Ae was carrying the jaguar printed model of the latest leather handbag which is bamboo shopper leather tote” (Gucci Bamboo Tumblr 2013).This picture highlights the message of the celebrity people are also following the luxury brands latest collections. Celebrities, activist, artist are the main cooperators for prestigious in order to follow their “differentiation strategy” (Riot, Chamaret and Rigaud 2013:920).South Korea Gucci is also following the global trend of Gucci’s main communication strategy to form an effective communication with their customer. But especially with the South Korean popular actress “Young Ae Lee” is carrying a Bamboo Shopper handbag in “Incheon international airport” and the other celebrity who ...

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...is Vuitton Japan and South Korea is the key factor to reach their success.Because for Louis Vuitton, shop window displaying, collaboration with well known celebrities, organizing events, being a sponsor are their main global PR strategy. What is important to highlight is that the collaboration with Japanese artists affected the public relations activities all around the world for example “Louis Vuitton Selfridges in London” (Louis Vuitton 2012 c). Moreover, Gucci Japan and South Korea are also following the global strategies of Gucci. They take the well known Gucci public relations activities and implement it to Japan and South Korea. According to the relevance of the results of the research questions both brands take the global public relations strategies as an example and build their own success stories.

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