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Essay / Research Paper Abstract
This 16 page paper examines the fashion firm Gucci, looking at its poison within the market and how it has evolved since the 1980’s, using the information on its positing and strategies to make recommendations for future strategies. The bibliography cites 14 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEgucpost.rtf
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Unformatted sample text from the term paper:
founded in 1922 when Guccio Gucci opened a small company in Florence that sold luggage and leather goods. Most of the trade was undertaken with horse riders and the sale
of bags (Gucci, 2010). At this stage Gucci wanted to differentiate himself with excellence; the goods he sold were made by the best craftsmen and were somewhat exclusive (Gucci, 2010).
The range of products grew and expanded into luxury luggage (Gucci, 2010). The ship was a success and expansion started with a second shop opening n the Via Condotti in
Rome (Gucci, 2010). It is from these simple beginnings that the firm developed, with family taking over the firm following the death of Gucci in 1953 (Gucci, 2010, Kwak
2000). The development the firm has resulted in both successes and failures, with an over expansion of the brand which lowered the associated value in the 1980s but a
recovery taking place with the reestablishment exclusivity revived in the 1990s. Today the firm is a high fashion firm supplying prete a porter, or ready to wear, high fashion,
seeking to differentiate itself in terms of styles that are offered (Kwak, 2000). The firm has to look to the future, this is important in any industry, but with
the fashion industry the pace of change can be rapid, and competition is high. To assess the way Gucci may develop a future strategy the firms position within the industry
and the firms it competes with need to be considered and the background of the firm has developed and lead to the current passion also needs to be considered.
2. Competitive Position The firm is competing in a highly competitive industry where there are many firms and there are fashion leaders. Although the firm competes in the prete a
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