Gucci被称为古驰是一个意大利品牌成立于1921年,主要经营皮革箱包的生产。它的品牌灵感来自于伦敦贵族和阶级的审美。古驰以阶级敏感为主要焦点进行了革新。多年来，客户包括贵族，明星、超级模特以及那些带有高贵联想的客户。
古驰在时尚奢侈品市场运营，其品牌质量高，声誉强，收藏非常昂贵，有品牌忠诚度的历史。古驰有不同的集合，包括包、鞋、皮带、珠宝、香水、帽子、手套、围巾、太阳镜、钱包和手表。
多年来，古驰一直在加强价值观建于焦点，正是在这些分类分割的基础。
Guccio Gucci popularly known as Gucci is an Italian brand and was established in 1921 for the production of leather luggage. Its brand was inspired by the aesthetic of London nobility and class. Gucci was innovated with class sensitivity as a major focal point. Over the years its customers have been aristocrats, song stars, super models and those that want to associate with the noble (Gucci.com, 2010)
Gucci operates in the fashion luxury market, their brands are of high quality, it has a strong reputation; its collections are exclusive and expensive, and it has a history of brand loyalty. Gucci has diverse collections which include bags, shoes, belts, fine jewellery, fragrance, hats and gloves, scarves, sunglasses, wallet and wristwatches (Gucci.com, 2010)
Over the years, Gucci has focus on strengthening the values upon which it was founded and it is on these values of class that its segmentation is based (Gucci.com, 2010).
INTRODUCTION 简介
This article aims to analyse the different segment of Gucci brand, how it is targeted and maintained over time. It also suggest other possible segment which the brand could consider, target and position so as to increase their sales, improve their brand loyalty and move in the direction of the global trend in the fashion luxury market.
MARKET SEGMENTATION, TARGETING AND POSITIONING 市场细分、目标定位
The need and purchasing habits in the market varies, thus a product cannot satisfy the needs of all the consumers in the markets as they have diverse taste and preference. This gave rise to market segmentation (Fletcher .k, 1995).
Keller K.L, (2009) perspective was a more elaborate one, as he views the marketing environment as one changing dramatically with technological advancement, improvement in world interaction and good communication means, increased awareness and customers' high knowledge of diversity of brand in the market. He suggested that as a result of these factors, companies devised a strategy of customizing its brands and sales programmes to suit different needs of consumers thus the emergence of market segmentation.
Segmentation of brand is an aspect of advertising planning. Most marketers use segmentation, targeting and position to achieve success in their business. With segmentation, large heterogeneous markets are divided into smaller units that can be effectively and efficiently reached with products that satisfy their special taste. After segmenting the market, you select the segment to enter. Selecting segment(s) is called targeting (Kotler.P. et al, 2008).
Kotler et al also suggested that in evaluating a firm's segment to choose its target market, three factors are considered:
The size of the segment and its growth.
The structural attractiveness of the segments.
The objective and resources of the company.
It is these strategy that companies use in positioning its brand for competitive advantage.
GUCCI SEGMENTATION 古驰的分割
Segmentation involves splitting the market into diverse segment based on some criteria that reflects different purchasing needs (Procter.T, 1992)
Every consumer can have a segment, since it is impossible to cater for individual needs or wants, thus the need to classify buyers who have slight different in product requirement together in a segment.
Segmentation of Gucci brand will be analysed based on Fletcher
.K, (2005) basis for segmentation:
Demographic Segmentation.
Geographical Segmentation.
Psychological Segmentation.
Behavioural Segmentation.
DEMOGRAPHIC SEGMENTATION 人口细分
Demographically, Gucci brand are segmented using sex and age as a criteria. Gucci produces brands for male and female, children and adults respectively. Their brands are for the category of male and female who love the desire to impress others, have a high social class and strong financial base. T
