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HAS GUCCI GONE TOO PREMIUM MEDIOCRE? An analytical discussion about the Florentine fashion house’s seemingly bottomless consumer range

Olander, Fanny LU (2019) MODK63 20191
Division of Fashion Science
Abstract
This thesis sets out to give an insight in why Gucci’s entry level products are doing increasingly well nowadays and clarifies how it is connected to Gucci’s global presence in the digital world. It also stresses that millennials feel entitled to luxury, and therefore shop more of what they believe to be luxurious and fashionable products than what previous generations have done. Additionally, the thesis analyzes the concept of premium mediocre and discusses whether the phenomenon, and the fact that Gucci has become less exclusive than earlier because of it, might be a blessing or a curse for the brand. Furthermore, the thesis categorizes Gucci as a historical brand, and looks at the importance of the brands heritage in Florence, Italy.... (More)
This thesis sets out to give an insight in why Gucci’s entry level products are doing increasingly well nowadays and clarifies how it is connected to Gucci’s global presence in the digital world. It also stresses that millennials feel entitled to luxury, and therefore shop more of what they believe to be luxurious and fashionable products than what previous generations have done. Additionally, the thesis analyzes the concept of premium mediocre and discusses whether the phenomenon, and the fact that Gucci has become less exclusive than earlier because of it, might be a blessing or a curse for the brand. Furthermore, the thesis categorizes Gucci as a historical brand, and looks at the importance of the brands heritage in Florence, Italy. With the help of interviews conducted in Florence with premium mediocre shoppers at Gucci, the thesis also explains that people purchasing affordable luxury at Gucci do so believing that the items articulate high fashion simply because the items are from Gucci. (Less)
Please use this url to cite or link to this publication:
author
Olander, Fanny LU
supervisor
organization
course
MODK63 20191
year
type
M2 - Bachelor Degree
subject
keywords
Gucci, Premium Mediocre, Affordable Luxury, Florence, Millennials, Digital era
language
English
id
8989308
date added to LUP
2019-08-12 11:52:08
date last changed
2019-08-12 11:52:08
@misc{8989308,
  abstract     = {This thesis sets out to give an insight in why Gucci’s entry level products are doing increasingly well nowadays and clarifies how it is connected to Gucci’s global presence in the digital world. It also stresses that millennials feel entitled to luxury, and therefore shop more of what they believe to be luxurious and fashionable products than what previous generations have done. Additionally, the thesis analyzes the concept of premium mediocre and discusses whether the phenomenon, and the fact that Gucci has become less exclusive than earlier because of it, might be a blessing or a curse for the brand. Furthermore, the thesis categorizes Gucci as a historical brand, and looks at the importance of the brands heritage in Florence, Italy. With the help of interviews conducted in Florence with premium mediocre shoppers at Gucci, the thesis also explains that people purchasing affordable luxury at Gucci do so believing that the items articulate high fashion simply because the items are from Gucci.},
  author       = {Olander, Fanny},
  keyword      = {Gucci,Premium Mediocre,Affordable Luxury,Florence,Millennials,Digital era},
  language     = {eng},
  note         = {Student Paper},
  title        = {HAS GUCCI GONE TOO PREMIUM MEDIOCRE? An analytical discussion about the Florentine fashion house’s seemingly bottomless consumer range},
  year         = {2019},
}