Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?

Detalhes bibliográficos
Autor(a) principal: Micco, Martina Di
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/123160
Resumo: Gucci is one of the most famous Italian luxury fashion brands, which in the last five years saw an exponential increase in its revenues because of the new rebranding. However, despite the rise in profitability, sales and interest for the brand have been slowing down during the last year. This Work Project aims to investigate if the present brand strategy could still sustain the brand in the middle term future. The research methodology focused on qualitative in-depth interviews with luxury consumers and luxury experts. Insights on future strategies for the brand are proposed at the end of the Thesis.
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spelling Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?GucciLuxuryFashionBrand managementStrategyRebrandingRepositioningDomínio/Área Científica::Ciências Sociais::Economia e GestãoGucci is one of the most famous Italian luxury fashion brands, which in the last five years saw an exponential increase in its revenues because of the new rebranding. However, despite the rise in profitability, sales and interest for the brand have been slowing down during the last year. This Work Project aims to investigate if the present brand strategy could still sustain the brand in the middle term future. The research methodology focused on qualitative in-depth interviews with luxury consumers and luxury experts. Insights on future strategies for the brand are proposed at the end of the Thesis.Silveira, Catherine DaRUNMicco, Martina Di2021-08-26T10:30:13Z2021-01-122021-01-042021-01-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123160TID:202739163enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:04:34Zoai:run.unl.pt:10362/123160Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:44:58.062509Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?
title Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?
spellingShingle Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?
Micco, Martina Di
Gucci
Luxury
Fashion
Brand management
Strategy
Rebranding
Repositioning
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?
title_full Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?
title_fullStr Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?
title_full_unstemmed Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?
title_sort Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?
author Micco, Martina Di
author_facet Micco, Martina Di
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine Da
RUN
dc.contributor.author.fl_str_mv Micco, Martina Di
dc.subject.por.fl_str_mv Gucci
Luxury
Fashion
Brand management
Strategy
Rebranding
Repositioning
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Gucci
Luxury
Fashion
Brand management
Strategy
Rebranding
Repositioning
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Gucci is one of the most famous Italian luxury fashion brands, which in the last five years saw an exponential increase in its revenues because of the new rebranding. However, despite the rise in profitability, sales and interest for the brand have been slowing down during the last year. This Work Project aims to investigate if the present brand strategy could still sustain the brand in the middle term future. The research methodology focused on qualitative in-depth interviews with luxury consumers and luxury experts. Insights on future strategies for the brand are proposed at the end of the Thesis.
publishDate 2021
dc.date.none.fl_str_mv 2021-08-26T10:30:13Z
2021-01-12
2021-01-04
2021-01-12T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/123160
TID:202739163
url http://hdl.handle.net/10362/123160
identifier_str_mv TID:202739163
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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