Kering (ex PPR): Field Trip Gucci – Day 1: the successful premiumisation strategy will continue

Kering is hosting a Field Trip in Florence with a particular focus on Gucci’s premiumisation strategy implemented by the brand since 2009. To upgrade the brand Gucci has implemented a new communication strategy that came along with a trade-up in the product offer and an aggressive store opening programme. An illustration of this successful strategy is the 41% increase in the average selling price of handbags (28% of Gucci sales) in the retail network over 2009 and 2012.

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