Gucci’s Marketing Strategies and Examples Through the Years

From humble beginnings as an importer of leather goods in 1921 by Guccio Gucci, the Italian brand has gone on to conquer the luxury fashion industry thanks to some progressive, or even disruptive, marketing strategies. Among many other fashion houses that claim exclusivity and sophistication, Gucci’s marketing strategy takes all that and goes against the grain to bring out the brand’s uniqueness. The secret of success is, do what a lot luxury marketing agencies will advise the brand not to. From capitalizing on icons of the century to riding progressive currents, let’s see what Gucci has managed.

Gucci’s marketing and advertising strategies and examples

Initially, the Gucci brand’s marketing strategy was to rely on word of mouth to promote its high-quality, handmade leather goods. In the 1950s, the brand expanded its product line to include ready-to-wear clothing and accessories at the time it also began employing celebrities and actresses to promote the luxury lifestyle of Gucci.

The Jackie Bag and Grace Kelly’s “Flora”

From early on, Gucci’s international marketing strategy focused on celebrity endorsements. Documented by countless paparazzi photos, Jackie Kennedy’s penchant for the Gucci “Fifties Constance” bag led to an organic global marketing opportunity for the brand to capitalize on. The old name was forgotten, it was now called the Jackie Bag. Gucci’s efforts to expand their target markets to include the US gained momentum through magazine advertisements...