HRM4022/4822: Performance Management and Development
Marketing Audit of Gucci
Instructor: Patricia Bickel
Student name:
Student ID:
Date of Submission
, Gucci Marketing Audit: Gucci Marketing For The Last 3 Years
Introduction
Gucci is the luxury brand name that has long remained on the forefront of the fashion
industry in the world. This marketing audit identifies Gucci’s marketing performance for the
past 3 years (2021-2024) and reveals the brand’s approach, results, customer loyalty, digital
transformation, competitive landscape, and profitability. Given its history and creative
management, Gucci has managed to survive changing market trends while retaining its
leadership role in the luxury fashion industry.
Brand overview and market position
Gucci is a subsidiary of the French luxury conglomerate Kering. Designed and
produced to provide high quality haute couture, leather goods, jewellery and footwear, Gucci
has maintained its luxury image as an icon of Italian craftsmanship with contemporary styling
(Gucci, 2024). The brand has recently enjoyed renewed attention from creative director
Alessandro Michele who has modernised its look and message towards inclusion, gender-
flexibility and sustainability (Gucci, 2021). Gucci has cemented its position as one of the
leading luxury brands in the world. As Business of Fashion and Bain & Company reported,
Gucci has a high share of the global luxury fashion market and is consistently in the top 10,
often compared to Louis Vuitton, Chanel and Prada.
The brand’s sales exceeded €10.49 billion in 2022, representing a compound annual
growth rate (CAGR) of 8% from 2020 to 2022. Gucci has made important moves towards
preserving the luxe spirit and also adapting to emerging generations specifically Gen Z and
Millennials. According to Kering’s 2023 report, Gucci made about 40% of Kering’s revenue
in 2022, generating €10.6 billion in turnover, which puts it in a strong global position.
Marketing Strategies of GUCCI in 2021-2024
Marketing Audit of Gucci
Instructor: Patricia Bickel
Student name:
Student ID:
Date of Submission
, Gucci Marketing Audit: Gucci Marketing For The Last 3 Years
Introduction
Gucci is the luxury brand name that has long remained on the forefront of the fashion
industry in the world. This marketing audit identifies Gucci’s marketing performance for the
past 3 years (2021-2024) and reveals the brand’s approach, results, customer loyalty, digital
transformation, competitive landscape, and profitability. Given its history and creative
management, Gucci has managed to survive changing market trends while retaining its
leadership role in the luxury fashion industry.
Brand overview and market position
Gucci is a subsidiary of the French luxury conglomerate Kering. Designed and
produced to provide high quality haute couture, leather goods, jewellery and footwear, Gucci
has maintained its luxury image as an icon of Italian craftsmanship with contemporary styling
(Gucci, 2024). The brand has recently enjoyed renewed attention from creative director
Alessandro Michele who has modernised its look and message towards inclusion, gender-
flexibility and sustainability (Gucci, 2021). Gucci has cemented its position as one of the
leading luxury brands in the world. As Business of Fashion and Bain & Company reported,
Gucci has a high share of the global luxury fashion market and is consistently in the top 10,
often compared to Louis Vuitton, Chanel and Prada.
The brand’s sales exceeded €10.49 billion in 2022, representing a compound annual
growth rate (CAGR) of 8% from 2020 to 2022. Gucci has made important moves towards
preserving the luxe spirit and also adapting to emerging generations specifically Gen Z and
Millennials. According to Kering’s 2023 report, Gucci made about 40% of Kering’s revenue
in 2022, generating €10.6 billion in turnover, which puts it in a strong global position.
Marketing Strategies of GUCCI in 2021-2024
