Founded by Guccio Gucci in 1921 in Florence, Italy, Gucci is arguably the country’s most famous brand. A fashion powerhouse that sells high-quality luxury products including clothes, shoes, handbags, and accessories, the brand is now owned by Kering, a luxury fashion group based in France that also owns Alexander McQueen, Balenciaga, and Yves Saint Laurent. Gucci has approximately 500 stores around the world and collaborates with some of the most renowned luxury retailers.......

1. Discuss the various aspects of Gucci’s brand positioning, and how it has changed over time. What are some of Gucci’s main points of difference?

2. What primary value does Gucci offer Millennials and Gen Z? Do you think these consumer groups will stay loyal to Gucci? How can the brand stay relevant to them?