Gucci Introduction Represents Luxury, Dreambrand, Red Carpets, Successful and Independent Ch 1 Marketing Segmentation strategies 1. Segmentation by Demographics Socioeconomic Geographic Demo 20-50 +children 2. Segmentation by behaviours - Relationship marketing - Database marketing Gucci marketing mode based on big data And provides accurate marketing services based on uses consumption behaviours and demands ( eg: customers can personalise the Dionysus, a series bags) Ch1 Relationship between Consumer and products - Self concept attachment ( establish users identify) Ch1 Global always-on consumer Gucci follow the rapid development trend of e-commerce, explored online channels actively. Gucci cooperated with various fashion e-commerce platform like Farfetch or Net-A-Porter and provide a delivery service of commodities. Ch3 Perception and marketing Sensory Marketing Gucci’s monograms, patterns, and stripes, double-G logo The difference between traditional and experiential marketing can be highlighted in a number of ways. First, the focus is on customer experiences and lifestyles, which provide sensory, emotional, cognitive and relational values to the consumer. Second, there is a focus on creating synergies among meaning, perception, consumption and brand loyalty. Third, it is argued that customers are not rational decision-makers, but are rather driven by rationality and emotion.
