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GUCCI

The Gucci brand was born in 1921, when Guccio Gucci founded in Florence a company specializing in leather products and a small luggage shop.

The goal of Gucci was to combine the refinement of the style inspired by English aristocracy to the mastery of Italian craftsmanship.

In the 50’s opened their first store in Milan and New York.

Subsequently they begin to expand in London, Palm Beach, Paris and Beverly Hills and from the 70 in the Far East with outlets in Tokyo and Hong Kong.

In 1981 he organized his first show and the following year became s.p.a

Gucci in the 2000s reached a worldwide success and is considered the most desired luxury brand in the world according to the research “Nielsen Global Luxury Brands” in 2008.

All this success is due to the great determination of the creative director, Frida Giannini. In 2002, pioneer among luxury brands, Gucci opened the first site of e-commerce that eight years after matters of 2’5 million unique visitors, is seen in 17 countries, in 8 languages, and has a section of e- commerce operates in 12 countries with an availability of approximately 2000 products.

The entry of Gucci in social media happened so pioneering. In 2010 for the launch of the fragrance Gucci Guilty was implemented a strategy of social media marketing in which you have created a strong integration between the different social channels.

The main channel of the campaign was YouTube, but on this occasion we have created a special channel Gucci Parfum. This channel was designed to provide a series of opportunities for interaction and social sharing through redirection and sharing button connected to the Facebook and Twitter account.

In three months, this campaign has made

– 1,400,000 views

– 400 subscriptions to the channel

– 1700 comments

Just as interactive, but also viral, was the campaign “Eye Want You”, through which users had the opportunity to share their status with Facebook friends via video messages. The feature that has made this viral application was that the 36 video messages made available were doubly customizable, according to sunglasses that you wear and decided according to the tone you want to give to the status (dreamy, sexy, dramatic, etc. )

To strengthen the engagement instead of the users of social media was instead the initiative “Gucci Connect event” launched at the catwalk men’s fall-winter.

Through this application, giving fans of the Facebook page of the brand are offered the opportunity to watch live streaming fashion shows of the fashion house.

As for retailing, has been very innovative the initiative at the pre-launch campaign of 2011. Through a “click to buy video”, for the first time you are offered the opportunity to buy even before the launch of the campaign buying clothes taken directly from the fashion show

In 2009, the brand has gained access to mobile marketing. The application allowed to access videos, fashion shows, news and events. By downloading the application it also had the opportunity to see and buy some products exclusively.

In less than a year this application had received more than 600,000 downloads.

In 2011, to mark the 90th anniversary of the brand has launched a new version of the application (Gucci Style by Gucci) creating a real Mobile magazine that allowed seamless integration with social networks thanks to the feed coming from your Facebook and Twitter brand.

In February 2011, Gucci has also made its entry into the “geosocial network” with the opening of a brand page on Foursquare. The aim of this initiative, said even the slogan “Discover the world of Gucci” is to raise awareness of the symbolic universe of the fashion house.

Also in 2011 the presence of Gucci on social networks has been expanded with the opening of a brand page on Tumblr.

To promote a global vision of its presence on social networks, in August 2011, Gucci has promoted “Social Sidekick”, a web tool created by Conde Nast. It is a social interactive tool that allows you to brand a real-time updates through the content from their social networks.

According to the findings of “L2 Think Tank” Gucci is in second place, after Burberry, the top 10 brands that stand out for the best use of web in general, and especially in the strategies of e-commerce, social media and mobile marketing.

Also in 2011 the presence of Gucci on social networks has been expanded with the opening of a brand page you Tumblr.

To promote a global vision of its presence on social networks, in August 2011, Gucci has promoted “Social Sidekick”, a web tool created by Conde Nast. It is a social interactive tool that allows you to brand a real-time updates through the content from their social networks.

According to the findings of “L2 Think Tank” Gucci is in second place, after Burberry, the top 10 brands that stand out for the best use of web in general, and especially in the strategies of e-commerce, social media and mobile marketing.

 

I choose this brand because is the most famous Italian’s luxury brand and it is well known all around the world due the capacity of its manager to adapt to the external environment, trying to solve customer problems but also creating new services to create and strengthen the relationship with customers

 

BURBERRY

I choose to analyze Burberry because is the best competitor of Gucci.

The house takes its first steps in 1856 when Thomas Burberry opened his first shop in Basingstoke, in southern England. At just 21 years, the young tailor as the nobles of the region and in a few years the boutique expands becoming a convenience store.

In 1880 Thomas Burberry invented the “gabardine”, a revolutionary fabric as indestructible and waterproof.

From here begins the success.

In 1891 Burberry opened his first boutique in London and at beginning of the 21st century Burberry become a real institution.

The house was awarded the title of official supplier of the great polar expeditions and later the British Army during the First World War.

It is at this time that was born the trench, his most famous creation.

In 1926 Thomas Burberry dies leaving the boys to take charge of the family business. The heirs, unlike his father who was always trying to innovate, start to live on the income.

All this causes a crisis within the company, which, while continuing to sell and also enlarge its size, the group is bought by Great Universal Store (GUS), thus losing not only his family independence, but also its image as an innovator.

In the late 90 Burberry  is literally in crisis and to solve this problem GUS renews direction appointing Rose Mary Bravo chief executive. After that, everything changes and the bet is won: the turnover rises again.

Nevertheless GUS decided to withdraw from the capital, allowing Burberry can be traded. A person which marked completely the image of this company is the CEO Angela Ahrendts, which completely changes the vision and strategy of this brand. The Ahrendts marks the transition of Burberry in digital.

 

 “there are going to be seven billion smartphone in everybody’s hands in the next five years. Now everybody is a digital customer, so doing things digitally is no longer a niche”

Angela Ahrendts

 

 

The Ahrendts has indeed transformed the historic brand, which has always focused on its impeccable elegance in a real Digital Luxury Retailer.

From 2006 to 2014, the CEO has allowed a real Brand Reinvention, and this led her to become “the luxury brand more connected to the world”

Jessica Swinton, consultant Brand Union, identifies such as Burberry Acousting, Art of the Trench and Burberry Bespoke as initiatives that have created greater engagement and diffusive awareness.

Burberry Acousting: the acousting section of the website features bands and artists performing tracks acoustically wearing Burberry Items

Burberry Bespoke: allow visitors to customize and purchase their trench coat,

Obviously the criticisms are not lacking. Many wondered how the contents of Burberry Acoustiong could convert into sales. The answer he gave was that the CEO produce an emotional engagement could be a competitive advantage.

Burberry was also the first luxury home using Facebook. He did it in 2008 and OCCI his contact has more than 17 million followers.

Using the page to share products, campaigns, behind the scenes contents, company milestones. Facebook form a key part of their social activities, however they also have impressive visibility across Google+, Twitter, Tumblr, Pinterest, Instagram, YouTube.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Gucci on YouTube                                                               Burberry on YouTube

Both brands use the YouTube channel to advertise their product through movies of fashion shows, video of behind the scenes. Obviously everyone does it in a way that most prefer, which they considers suited to their style.

Gucci in his videos always tries to surprise the consumer creating video almost unreal. This is because its strength is just what hit with shocking images and incredible scenes.

Instead Burberry, as its history teaches us, always points on traditionalism, on classic style of English aristocracy.

Looking these figures:

  • Gucci :      57573 subscribes

29215633 views

  • Burberry : 235453 subscribes

91324048 views

 

I can say that the strategy used by Burberry has the best results, however, we must also say that the entry of Burberry on YouTube occurred with 3 years earlier, this mainly due to the innovative ideas of e-business of CEO Ahrendts.

 

How to improve the online activity of Gucci?

A word of advice I could give to Gucci is to expand the e-commerce in other countries of the world especially considering that the site can be seen in 17 countries and e-commerce only 12.

Another might be to increase the range of products available on the site but also to focus on product customization. As we all know, rich people love to have unique pieces, pieces that can’t see anyone else wearing and for these things they would be willing to pay a higher price.

 

Sources:

https://www.marketingmag.com.au/hubs-c/gucci-online-old-world-tradition-meets-modern-digital-marketing/

http://linkhumans.com/case-study/burberry

https://parall.ax/blog/view/3047/why-is-burberry-s-digital-strategy-so-good

http://marcomassarotto.com/2013/10/16/go-digital-la-lezione-di-burberry-e-della-sua-ceo-che-ora-va-in-apple/

 

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