Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Published by:
Ivey Publishing (2018)
Version:
2018-09-12
Revision date:
26-Oct-2018
Length:
10 pages
Data source:
Published sources

Abstract

In 2014, Guccio Gucci SpA (Gucci), a flagship brand of the Kering group, was struggling with its operating profit and human resources. By December 2014, the company had experienced three consecutive quarters of declining profits. In addition to the company's financial issues, its president and chief executive officer (CEO) and its creative director had abruptly left the company. On January 15, 2015, a new CEO took over and faced several decisions. He needed to decide whether or not to reposition the brand and whether to hire internally or externally for a new creative director-related decisions that would strongly influence the brand's position in the market and its appeal in the future.

Topics

Luxury brand; Fashion; Positioning; Marketing; International
Location:
Industry:
Size:
Large
Other setting(s):
2015

Access this item

casecent.re/p/156966
View our pricing guide
or to see prices.

Reviews & usage