Management Essays (287 words) - Marketing, Luxury Brands, Fashion

Promotion Strategies 1. Personal selling Gucci has build good customer relationship. 2. Advertising Gucci has a variety of advertising means. Major advertising means are spread in magazines, especially fashion magazines, and television commercial. Fragrances, eyewear and watches owns a large proportion in Gucci?s television commercial. Apart from TV commercial and magazine spreads, Gucci also capture the attention of pedestrian by placing larger banners along the highways. The shop design of Gucci is also one of the major advertising means used by Gucci. Like in Shanghai and Hong Kong, Gucci uses big neon light and extravaganza shop design in order to attract customers. 3. Sales promotion In general, Gucci has two seasonal promotions a year, usually in June and December. With attractive discount rate on some seasonal items, it attracts a wider range of customers visiting the stores. Seasonal promotion is one of the major ways to attract customers that will not reach Gucci during normal days. And it does not only aim at attracting customers to buy discounted products, but also other hot items. Hence, you can see more sales on duty during seasonal promotion, in order to attract those customers to shop around before they cash the chosen product. There will also be private sales before the seasonal promotions, in order to maintain customer relationship with major customers. In Hong Kong, usually you would see a long queue in front of Gucci stores in Canton road during seasonal sales, this practice can create a WOW effect to attract the attention of potential customers, and also encourage customers to stay longer time in the shops due to a higher cost of re-entering the shop, according to Professor. N.S. Cheung. 4. Direct marketing 5. Publicity