What did she value in the gucci of ford and de sole

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Reference no: EM133627640

Assignment:

By now, you have read the Gucci case study materials and you have posted your thoughts about the strategies that both Dawn Mello and the Ford De Sole team conceived and implemented. But are these stories unique to Gucci in the 90's... If you work in the industry long enough you will encounter numerous examples of companie that lose their ways, climb to success only to fall into obscurity. Only few are able to regain their previous stature... Gucci was one.

Gucci is also significant because in the course of turning itself around, it also provoked and prodded significant changes in the fashion industry... how we think of luxury.. the relationship between the physical product and what the customer is valuing enough so they make a purchase.

INSTRUCTIONS -

Consider the variety of lessons that we have learned from the Gucci experience and please share what you think.

What is the importance of the lens through which one defines the problem they are going to solve?
Think about what was the challenge that Dawn Mello defined for herself ... (hint: to bring back Gucci to its previous heights) was this ever feasible?
What had happened to the Gucci brand as a result of its decline in the decades before Dawn Mello arrived on the scene?
What tools did she have to work with to achieve her strategic objectives... think here about what you've learned from Dana Thomas... how does a company communicate its stories, its values... what tools does it need... can a shoe company communicate its values as effectively as a ready to wear company? Why not?
How did Ford + De Sole approach and define their challenge for Gucci... What is involved in the marketing and selling of sexuality?
What tools did they emplo?
What does that tell you about their customer... what was she buying ... what did she value in the Gucci of Ford and De Sole?

You don't need to address all of these questions. They are intended to provoke some thinking... the idea is now for you to generalize from the particular details of the narrative of the Gucci turnaround and take some lessons about marketing, brands, and the luxury sector.)

Reference no: EM133627640

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