High society product of “Gucci” was born in 1912 by sculptor’s brother who was Guccio Gucci. He established the house of Gucci in Florence, Italy. At first, it mainly sold only luxury leather goods. It was a small store. He was an expert in invention design leather. Later, Gucci was opened at the Via Condotti in Rome, Italy. In 1947, iconic brand symbol was made in the first time and it was better known. In 1950, red stripe that was concept from binder of saddle was used. Moreover, Guccio Gucci designed many products such as bag, necktie, shoes and handbag that had bamboo handle. It was famous in 1950. After Guccio's death in 1953, his family expanded business into Paris, Beverly Hills, London, Palm Beach, and Tokyo. In 1960, Gucci was famous more. The company took it to be GG symbol of Product. Within a few years the store became popular among international and affluent clientele.
Unfortunately, while Gucci was flourishing, there were completive markets. It had to overcome in order to sustain its competitive edge and to remain as a popular luxury brand. High fashion industry is notoriously competitive with rivals.
Until, Tom Ford who was a chief executive of Gucci changed a new marketing strategy by emphasis target market of high society women and businessman. Later, Gucci produced more various products to cover all requirement of target audience such as leather goods, Men and Women’s Wear, Shoes, Jewellery, Watches, Perfumes, Eyewear, Home goods, Luggage/Handbags, Baby Wear. All of them made Gucci be a brand that there were most users and it was a top brand in the world.
