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Analysis of Gucci's Luxury Marketing
Čaniga, Vojtěch ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The theoretical part of this bachelor's thesis deals with the ambiguity surrounding the definition of luxury and then systematically outlines its historical development against the backdrop of broader societal changes as well as the philosophical thought and related literary works of the time, from antiquity to modern times. Furthermore, it acquaints the reader with the concept of luxury brands, summarizes their distinctive qualities with the objective of creating a comprehensive overview of the characteristics that make up their essence or sheds light on their operating principle in the context of marketing. Moreover, it explores luxuriousness as their more qualitative and subjective facet through the use of models describing its perception by consumers in order to differentiate between luxury and non-luxury brands. Last but not least, it demarcates the luxury sector and examines the trends shaping the personal luxury goods industry. The practical part of this bachelor's thesis analyses Gucci's luxury marketing, focusing primarily on its marketing channels and tools, with the goal of finding out what lies behing the luxury brand's unprecedented success, following the appointment of Alessandro Michele and Marco Bizzarri in 2015, as well as ascertaining the extent to which the coronavirus pandemic...
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