Gucci is in collaboration with “KOSAF” to conduct a scholarship program called “The Gucci

This advertising campaign is for Autumn Winter 2009/10 for Prada and Gucci for the footwear collection. In both the advertising campaign both the brand focused only on the product. Gucci’s products are very shiny and glamorous which represents very urban, beautiful, young and chic look. Where as Prada shoes are inspired by Trojan helmet/headgear which gives very stylish and cool look and more focus on product detailing.

Advertisements are means of marketing communication companies especially big companies use to persuade their audience to buy their product, or to promote their products, using different rhetorical appeals. In this essay I will talk about two different companies’ Vivel luxury and Fiama Di Wills that sell similar products and how each company uses different rhetorical appeals to reach its audience.

The author who inspired the topic of this thesis is Dana Thomas. As a fashion writer, Dana Thomas, has analyzed the changes in luxury fashion business. Thomas has been writing about fashion for the past twenty-five years in various journals such as Newsweek, The New York Times Magazine, New Yorker, Harper’s Bazaar, Vogue, Financial Times, and more. Dana Thomas’ two books, Deluxe and Gods and Kings, are the inspiration for this thesis. Deluxe: How Luxury Lost Its Lustre goes into great detail the secrets of the leading luxury industry brands, namely Prada, Gucci and Burberry, to showcase the “New Luxury” of today and how “luxury lost its luster” by featuring the manufacturing and logistical processes. Thomas exposes that many luxury brands use the same Asian factories that mass-market retailers employ, which raises questions concerning quality and craftsmanship for luxury brands.

The changing landscape of the luxury industry challenges brands to find a new approach to reach out to their core costumers. Brands like Louis Vuitton, Gucci or Burberry are about to jeopardize their true customers and their image by overexposing themselves to a mass luxury clientele. Thus, a new approach must be found to bring back the feeling of true luxury, personal attention and to create a bond to their core

This has enabled the company’s capabilities to create a sustainable competitive advantage on a differentiation strategy by translating the brand communication, distribution, product innovation, and pricing policy. This translation has occurred while the production is gradually and confidentially being relocated to low labour cost countries in order to improve margins. The marketing strategy is of highest importance for the LV luxury strategy to feel the market trends, and to translate its value of excellence and prestige in a message which is perfectly perceived by the customers.

Luxury brands are no longer targeted at the traditional middle aged consumer but are now recocnised that its most significant consumers are in their twenties. (Moore, C & Birtwistle, G 2005) Hence, marketing efforts particularly in Asia have been emphasied on attracting young consumers with a middle income. Such efforts include providing a “clear and effective brand message worldwide, in all areas of communication including: fashion shows and special events/advertising/public relations, visual display and internet web sites” (Moore, C &

Gucci is a multinational fashion brand based in Italy. The brand specialises in leather goods, clothes, and fashion accessories for both and women aged between 24 and 30 years. Gucci was founded in 1921 in Florence, Italy by Guccio Gucci (Gucci Official Site United States, 2016). The main purpose of this paper is to provide an in depth brand analysis of Gucci. The paper will investigate and evaluate Gucci’s vales and identity, and will discuss how successfully these are reflected by Gucci’s business model, supply chain management, and Corporate Social Responsibility (CSR) activities. In addition to that, the paper will critically evaluate Gucci’s brand identity (identity) in relation to its brand image (external).

In the last couple of years, luxury brand management has generated much interest and discussions in both academic and business circles. Among business leaders, the debates have been related to the associated challenges that have emerged as a result of the evolution of luxury since it became a consolidated economic sector. Many

In the article “Type of Luxury Consumers”, the author, Robert Frank, tries to deal with the issue of the behaviour of luxury consumers. He introduces the readers that the consumers will spend their money lavishly to show wealth and status based on their economic ability. They are willing to buy expensive items with a good branding compared to the low-end product that lack of explicit markers. The author argues every type of luxury consumer has their own desire and taste to follow the trend and the effect of these consumers towards the brand management. The author agrees with the research made by the USC Marshall School of Business about this issue. This can be proved when his thought is always parallel with the study.

Growing up in the Philippines I wasn't really aware about the fashion world. However, when I transferred in Milan (Italy) back in 2012, it opened my eyes to its beauty; from well-structured buildings and green parks to famous Italian cuisine and well-known fashion houses. This city introduced me into a new world; a world that I should have known before. Since then my interest and love for the fashion world continues to grow. Therefore, I'm applying for this course to enhance my skills and to maximize my knowledge about what fashion really is.

Apart from the social parameter to determine consumer behavior toward luxury, other metrics influence the value of the brands and consumer perception. It entails an exploration of the luxury value conceptual model, which incorporates financial, societal, personal, and interpersonal factors influencing the luxury brand and value on customers. Consumers must believe the credibility of the brand reflects luxury, because it is made up of characterization of prestigious brand-name products, especially the psychological benefit of high prices during the recession. In this highly competitive market environment, is important for a company to manage the client or brand, assisting clients in their ability to distinguish between different brands, makes their brand valuation of competitors (Kim, Johnson, 2015). Academic views on luxury brand frequently identify what consumers typically can offer luxury list they course considered to be luxury brands such as Louis Vuitton, Ferrari, Chanel, etc. However, some consumers may be difficult to determine

Men’s apparels, leather goods, Women’s handbags or/and Women’s sunglasses. But most of them also mentioned that they are not really a brand loyalty consumer for Prada, so after they purchased one Prada item, the next purchase cycle might be really long. Surprisely, some of them are big fans for this brand and they are catching the pace of fashion. One the other hand, for those with less frequency, they said that they often browsed online, but occasionally bought luxury branding product. They thought they intended to and were fond of high-street brands for clothes and bags for daily basis. Only two of interviewees responded that they seldom bought luxury stuff online, neither did they own a Prada item. For them, luxury branding goods are not something they need at this stage of studying and they pay less attention to fashion. There was an interviewee showed that she is a big fan for Chanel, and she will buy the new season item only if she thinks it is beautiful and special.

With regard to the problem of the lack of a creative director, we suggest a variety of solutions. Firstly, considering that the coordination of six designers have a vital importance in order to give compactness and homogeneity to the collections, the presence of a creative director is essential. Given the increasingly influential economic crisis , we realize that hiring a new creative director can be a huge responsibility, so we think it could be useful to make each new collection in collaboration with a famous designer from the world of luxury, as other fashion companies do. In fact, by hiring a designer who is well known and recognizable - by all types of customers in every country - not just the

How luxury brand can add value to customer’s life trough more than designing a product

According to the research by Adams (2013) on the experience of customers purchasing luxury branded products, one of the key factors the luxury branded products and services become the first choice of the customer is because the customers have a higher expectation on their shopping experience and