Gucci, at the peak of desire

Gucci has just been named as the most desirable luxury brand in a wide-reaching international online survey conducted by the Nielsen Group. 

When it comes to the most desired luxury brands, Gucci is unquestionably leading the way. This is the key point from the results of a major online survey conducted by the Nielsen Group at the end of 2007.
To the question, “Which luxury brand would you choose if money was not a problem?”, one person in five surveyed answered Gucci. The Institute questioned over 26,300 consumers in 48 markets around the world.

Two years ago, Gucci shared 1st place in this survey with Armani, which has now slipped down to 4th place.
“Over the last two years, Gucci has succeeded in developing the power of its brand in a highly competitive and unstable market”, says Patrick Dodd, President of Nielsen Europe. “They have managed to do this by consolidating the brand’s value in all its product categories, from fragrances to accessories, through glasses, jewellery, leather goods and “prêt-à-porter”.  

The most spectacular results come from emerging markets. 41% of Indian people interviewed and 37% of people who live in the United Arab Emirates said that Gucci was their favourite one. 30% of people in Hong Kong did so as well. “Shopping is an integral part of culture in these countries and luxury brands occupy a very special place, even though for the consumer it just comes down to a simple pair of glasses”, analyses Patrick Dodd.
At the other end of the scale, the Americans are the least interested ones in luxury brands. 36% of those questioned said that they wouldn’t buy any brands, even if they did have the money.

These results confirm Gucci’s excellent health. For the last two years the company has been managed by a winning duo: Frida Giannini, 35, Creative Director and Mark Lee as CEO of the company. They have succeeded in closing the book on the Tom Ford period and open a new, successful era in keeping with current times:
“Nowadays, women are living their sensuality in a more intimate and day to day way, through their attitude and intelligence and not just by a pair of suspenders and a large chest”, says Frida Giannini, slightly tongue in cheek.

“We have gone back to basics: quality, Made in Italy and exclusivity”, adds Mark Lee. “We have managed to remain focused on our customers and reconnect with our traditions and past icons”.

And it’s a winning combination, if Gucci’s popularity around the world is anything to go by.

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