Gucci Case Study

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3.0 Situation Analysis 3.1 General Environment Analysis (i) Demographic Demographic segment of Gucci Company consists of gender, age, and income distribution. Gucci produce a lot of product that suit to male and female. Gucci Company provides male and female products, such as handbags, shoes, wallet, watches, hats and gloves, formal wear and so on and so forth. Besides that, Gucci targeted at different ages group. For example, Gucci had provided the product to baby and kids between one to three and four to twelve years old. The products that provided by Gucci for baby such as baby shoes and baby accessories, for kids such as kids’ shoes and kids’ accessories. Gucci also targeted at middle-aged group of people. Furthermore, the company targeted at high income and high status individuals. The people who get higher income and high status will willing to buy this kind of product due to the price of Gucci products is expensive and it is a luxury product to lower income and low status people. (ii) Technological Gucci always plays the role of fast fashion mover, they have designed a high standard quality of products and trends to luxury fashion. The luxury products are not related to high cost, and they are depends on the design of products. Related to this, we have to know the most famous designer Tom Ford, who is the Gucci designer, his design always can attract on female customer attention. The designer has to design out the product, Gucci must use their latest technology to produce it with a high standard quality and make sure their production will be faster. Due to Gucci try to reduce their labor cost and floor space, and increase on their productivity, Gucci have to divide their vertical lift modules into two kind movers, which are fast-movers and slow-movers. Fast-movers are moving into pick-to-light flow rack from Siemans and slow-movers are moving
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