Gucci 's Brand And Corporate Social Responsibility Essay

1635 Words7 Pages
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).
1. Gucci’s Brand Values, Identity, and CSR
1.1. Brand Values and Identity
According to Gucci Official Site United States (2016), Gucci is a progressive, innovative, and influential brand aimed at reinventing fashion in the 21st century. Their products are romantic, contemporary, and eccentric that portray the finest Italian dexterity. Gucci’s products are known for their premium looks along with their best quality. Hoang (2016) mentioned that, Gucci reflects its premium brand value by maintaining a ‘perfect balance’ between the brand’s status as a leading fashion company and its Italian heritage. Gucci’s values and brand identity can be described in three phrases: Italian craftsmanship, creativity, and quality. According to Wendlandt (2016), the brand has been

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