GUCCI

CASE: GUCCI

Type: subsidiary of PPR

Industry: consumer goods

Founded: 1921

Headquarters: Florence, Italy

Key people: Guccio Gucci Founder

Patrizio di Marco, President & CEO,

Frida Giannini, Creative director

Product: clothing, watches, jewellery, shoes and leather goods

Website: Gucci.com

Gucci is an Italian fashion brand, establishes by Guccio Gucci in 1921 in Florence. Gucci products including fashion, leather goods, shoes, watches, tie, silk scarves, perfume, household goods and pet supplies, etc. Gucci is one of the most famous Italy luxury brands around the world. People is falling in love with Gucci’s elegant design and unique understanding of high fashion.

Gucci extends mobile strategy to iPad 

Fashion designer Gucci has extended its mobile application to the iPad to let consumers view content such as high-quality photos and live feeds of fashion shows on the device’s large canvas. It is appropriate that the top fashion brand like GUCCI will combine with new method to promote advertising; in addition, going online is a smart and significant luxury PR move for Gucci. They are the pioneer among fashion industries to launch online promotion campaign on Facebook. The fact is that they did a fantastic job and achieved enormous success by doing this. They got a friends list of 553,138 fans in total there , and it is a excellent tool for social media interaction. By posting pictures of its latest fashion shows and latest designs, it is a much cheaper and more convenient way to inform its fans about news and happenings. Plus all the pictures and videos on the wall engage its fans with the brand’s luxury lifestyle concept. In the era of web 2.0, “going online” has become a trend. The impact of the traditional media is lessening while new media has become a significant channel for publicity. These new tools are effective as an application of “two way” communication for cultivating relationship, receiving feedback and building loyalty with its audience.

To analysis GUCCI advertising, we can see that, no matter traditional advertising or new advertising the most beneficial way is to satisfy the customer’s needs. 

Zara

CASE: Zara

Type: Sociedad Anonima   
                      

Industry: retail

Founded: Spain 1975

Founders: Amancio Ortega, Rosalía Mera

Headquarters:Arteixo, Spain worldwide

Product: clothing

Website: zara.com

Zara’s history begins with the owner company, The Inditex Group. Inditex Group is a large company based out of Spain running around one hundred stores dealing with textile design. Zara had 350 shops in Europe, 18 in the Middle East, 52 in the Americas and five in Asia. With roughly 40% of Inditex shops, Zara brings in about 80% of the group's revenue. There are now about 1,100 Inditex stores in the world, and a new one opens every other day.

Advertisements Strategies

Have you ever seen a Zara commercial on a billboard or on TV? The other trend-bucking aspect of the company's business model is its approach to advertising. Fashion retailers spend on average 3.5% of revenue on advertising their products, while Zara's parent company Inditex spends just 0.3%. But that does not mean that Zara is doing nothing for its product promotion, Zara’s take on product promotion are slightly different form the other counter parts. The company believes that its shop windows, the contents of which are also decided in La Corua are all the advertising it needs. The philosophy seems to have worked. The company's success is a proof that it is still possible to build a massive brand by doing no more than meeting a market need.

The compnay has achieved this without any advertising or promotion and without outsourcing it has manufacturing to countries where labour is cheap. The company's success lies in it having total control of every part of the business. It designs, produces and distributes itself; also cooperate with fashion design, the fashion design reparative the advertising campaign. 

The Relationships Between Advertising and Marketing

With the development of environment change, any system changes, trends could possible, with the rapid development of information, market competition is increasingly fierce and growing market size, for efficiency of economic activities put forward a higher demand. Advertising as new information resources to enhance the domestic and foreign enterprises to participate in the competition in the market awareness, and to survive and develop in the international and domestic markets has played an irreplaceable role. The advertising and promotion for its strong advertising messages permeability affect the social every corner of the economy, and provided a broad space for the development of advertising and promotion. Advertising and promotional activities in different economic backgrounds have different form and content of marketing strategy.

The first stage from the late 1970s to the late 80s, Product variety is relatively single, the same homogeneous commodities less. Market competition mainly through the differences caused by the product itself, the nature of the features and functional benefits to be achieved, This period, marketing strategy, product center system, the focus of marketing is to attract customers to buy, advertising and promotional activities focused on the information hard transmission, mainly due to limited range of consumer choice and education is relatively underdeveloped , the relatively low level of public culture, product knowledge is the relative lack of do not understand the basic functions of the goods .

River Island

CASE:River Island

Industry: fashion clothing textiles

Genre: retail 

Founded: 1948 as lewis separates

1989 as Reiver Island

Headquarters: London, England

Area served: United Kingdom, Canada, Ireland, Netherlands, Poland, Russia, Singapore, Spain, turkey.

Products: women, men’s and children’s clothing, footwear, accessories and maternity wear.

Website: www.riverisland.com

River Island is among the UK's leading high street fashion chains, selling a exceptionally wide range of stylish but low-priced clothing, targeting middle-market men and women in the 18-30 age range. Although the majority of stock carries the main River Island brand, the group has launched a couple of additional brands, such as Holloway Rd menswear and the Chelsea Girl label for young women, relaunched in 2011. There is also a line of children's clothing. In 2012 , there were rumours that singer Rihanna, apparently a fan of the store's clothing, might launch her own range through River Island. 

The advertising of River Island

The fashion retailer’s campaign will hit the September editions of glossy magazines such as Elle and Glamour promoting its autumn 2011 collection. River Island creative director Farida Kaikobad said the retailer wants to “grow and grab market share”. She said: “We’ve always been a quiet company, but we need to start talking. We’re proud of our product and what we’re doing. We’re going to be a little more aggressive.” Kaikobad said the move was partly down to the tough trading conditions. The retailer has also refreshed its logo to coincide with the campaign, which will be rolled out across all its stores nationwide. Kaikobad said the logo was more modern and in line with River Island’s brand. She said: “River Island is responding to the difficult trading conditions by becoming fresher. You can see that in our autumn collection, so we’re shouting about that in our advertising and in our new logo.” Kaikobad said it was a opportune time to kick started advertising again to communicate developments such as the relaunch of iconic 1960s brand Chelsea Girl and the kidswear range which debuted last year. The ads will feature in both monthly and weekly fashion and lifestyle magazines, as well as online, on the retailer’s website and in store. Therefore, for the River Island the best advertising is print media combine with online meida. 

HM

CASE: H&M

Industry: Fashion

Founded: Erling Persson, 1947   
                      

Headquarters: Stockholm, Sweden, European Union

Product: Clothing and cosmetics

HM, It has over 2,300 stores in 43 countries and as of 2011 employed around 94,000 people. It is ranked the second largest global clothing retailer, just behind Spain-based Inditex (parent company of ZARA), and leads over third largest global clothing retailer, United States based Gap Inc

H&M Promotion strategy

H&M spend many effort on promotion, no matter the outdoor advertising, Direct market - H&M Magazine, They also use the internet. In fact, to promote the company and its product, the company will use video advertisements, print advertisements and the concept of e-marketing. These promotion and communication strategy will tend to meet the consumers form different places worldwide, especially those target markets or the consumers in the working place.

In fact, no matter top brand or low brand, most of company prefers to use E-marketing to boost advertising, for example the new way, IPAD. If you own an iPad and have a magazine app downloaded, you’ll already have a sense of where Print advertising is headed. The simple act of being able to engage with an ad now by clicking on it marks a quantum leap in effectiveness. Advertisers can also leverage different forms of media, such as video, by embedding it straight into their ad

When people who use Ipad or iphone. Only click on the map icon and a picture in picture screen is presented to people, showing all of the H&M stores closest to people, only click on the gallery Icon, and a slide show of models showing off the gear featured in the commercial is served up to me. People can click on any of these images to be taken straight to the product page of their website. Essentially, the entire ad becomes interactive

On the other hand, H&M launched a mobile marketing campaign on its home turf to promote its latest collection. The campaign includes SMS coupons, mobile banner ads placed on a major carrier portals and media sites including Tele2, Telenor and TV4, and a mobile site with click-through slideshows and animated GIF images of the retailer's latest garments. For the campaign, H&M tapped mobile marketing agency Mobiento and its sister company Adiento, an ad network, which use mobile ad network MADS' technology platform.