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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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Indian luxury goods market
Dytrtová, Hana ; Gullová, Soňa (advisor) ; Štemberk, Jan (referee)
The main goal of the Batchelor's thesis is to analyse the real potential of Indian market of luxury goods. The first chapter gives theoretical base for further analyse, it defines luxury, describes luxury marketing and outlines world luxury market and highlights the biggest markets with luxury goods. The second chapter starts with PEST analysis of the Indian business environment and focuses directly on the Indian luxury market, its history is mentioned, the key trends are defined and typical Indian luxury consumer is described. Moreover, the impact of financial crisis on this market is illustrated. The last chapter interprets all the possibilities of the market. Three case studies, ended by SWOT analysis, of French LVMH, Indian Forest Essential and Czech Lasvit are included there and also the opportunities for Czech luxury brands are explained. Finally, the prediction for next 5 year is covered in the final chapter.
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