Brand Extension - Gucci

Symbol of prestige: Gucci. According to Cuizon, G. (2009) “The House of Gucci, or simply Gucci is an Italian fashion icon company. Founded by Gucci in Florence, 1906, it is now the most famous luxury brand” (para. 2). Gucci started his business producing luxury luggage, and then the firm achieved successful brand extensions, such as handbags, shoes, clothing, fragrances, and jewelry in the over 100 years in business.

Brand extension is producing new products under the same brand name, the backbone of the growth strategy for many businesses including Gucci. It allows a firm to produce more products to meet consumers’ needs and wants. Each brand extension of Gucci brought excitement, happiness and joy in its consumer lives and showed the synergy and power of Gucci again. For instance, after Gucci produced its Gucci Ghost fragrance, many consumers of Gucci were fascinated with the bottle, design, and smell. “Its sleek, tall, deep, violet-blue bottle was stuck in my mind, as was its lean and lightweight design. When you hold it, the bottle exudes a sense of mystery and power that is rather ghostly” (Yannis, K., 2005, p. 10).
Although it keeps its classic creations and products, Gucci of course recreates handbag, luggage, fragrances, shoes, and clothes as fashion world requires in order to satisfy changing consumer needs and wants.
The green and red stripe and the double G logo are Gucci’s signature and makes its products well-known in the world; elegant and famous consumers of Gucci and their love of the products of Gucci increases its popularity and leverage to the brand strength.
The numerous elegant consumers of Gucci are satisfied by the quality of its products and its brand expansions. Therefore, carrying the well-known brand name Gucci is likely to bring success to new products and continue to make its consumers happy.

References
Cuizon, G. (2009). SWOT Analysis for house of Gucci, Retrieved from
http://gwendolyncuizon.suite101.com/the-marketing-strategies-of-gucci-a100826
Yannis, K. (2005, January 19). Ghost by Gucci. Branding news, 10. Retrieved from LexisNexis
database.