Gucci - Global Luxury Goods The essay analysis Gucci as a global provider of luxury goods from a marketing point of view.

International Marketing Global Luxury Goods Prepared by: Tamás Halasy July 7, 2003 MBA 1 2002/2003 Word count: 2,389 Table of contents TABLE OF CONTENTS2 GUCCI'S MARKETING FORMULA3 MARKETING COMMUNICATIONS3 Advertising4 Direct Marketing4 PR4 IMAGE4 GROWTH MARKETS5 STANDARDIZATION OF THE MARKETING OF LUXURY GOODS6 GENERALIZATIONS RELATING TO THE GLOBAL LUXURY GOODS INDUSTRY7 SOURCES8 Gucci Gucci is a global retailer of luxury, high quality fashion items: handbags, small leather goods and luggage, shoes, ties and scarves, RTW, watches and other personal …

…to the fact that, the buying power of luxury goods consumers is good even in difficult economic times. In times of recession, the middle class will accumulate savings, while the upper class individuals still have their image to uphold, therefore keep on spending. Sources ·http://www.theage.com.au/articles/2003/02/16/1045330468567.html ·http://www.alwen.com/scripts/gen/4_contexte/b_veille/4b_veille1.asp?L=uk&LG=uk ·Interad ·Course notes ·Terpstra - Sarathy, Interna