Sanja Bećirović’s Post

On why Gucci is not Louis Vuitton Yesterday Gucci announced the recruitment of a former Prada and LV communication executive for the newly minted role of deputy CEO but no further precise details on the job description was highlighted with the exception of defining and implementing the brand strategy alongside JF Palus. This is the second recruitment from LV with a focus on brand and communication, the previous one was kept on the role for less than a year and a half. A clear point that shows how Gucci is trying to integrate some LV know how in the management. The same day WWD disclosed that LV hired the president of Wieden + Kennedy as the new head of communication. Wieden + Kennedy is an established, innovative global creative company NOT specialized in #fashion or #luxury That’s a very different move and a strategic one from Pietro Beccari. Instead of fishing into the usual fashion suspects more used to execute creative directors or CEOs brand vision, he hired for the top #luxury brand in the world a very experienced brand strategist and a head of an illustrious advertising and communication agency with a global coverage. Truly a different approach. One is chasing the market leader hiring its executives, the other one is boldy looking so much ahead. Who will win? PS in the first comment a very interesting point from a reader on Instagram What do you think?

Insights on Gucci's Strategic Hire: Stefano Cantino as Deputy CEO While all eyes have been on Valentino appointing Alessandro Michele as their new Creative Director, there'e been another very significant appointment in my opinion - Stefano "Midas Touch" Cantino's appointment at Gucci. With my ex headhunter's hat on here are some key takeaways: 🔹 Strategic Talent Acquisition: Cantino brings deep industry knowledge and a strong reputation from Louis Vuitton and Prada, positions him to drive strategic initiatives in communications and marketing. 🔹 Navigating Industry Challenges: Gucci's move amid sales decline is about leveraging Cantino's expertise for effective turnaround efforts. 🔹 Elevating Brand Image: Gucci's wants to refine its image and market positioning while maintaining luxury appeal. 🔹 Impact on Investor Perception: Cantino's appointment is crucial for restoring investor confidence through strategic planning and his track record of delivering tangible results. 🔹 Collaborative Leadership Dynamics: Perhaps most important, is Cantino's ability to collaborate with the CEO and other key leaders will be essential for driving a unified vision and strategic direction at Gucci. 🔹 Strategic Vision and Execution: This appointment is pivotal for executing a comprehensive turnaround strategy and restoring Gucci's competitiveness. Many will be watching this closely and we wish Stefano Cantino the very best in his new role. #luxpreneur #luxuryinsights #luxurynews #linkedinnews #linkedinluxury #gucci #luxuryleaders https://lnkd.in/eYFgdpxP

The Kering brand stable is phenomenal and I am certain it will rise again. Gucci will reignite. It always does. What is lost in this article is Mr. Pinault’s (and Ms. Hayek’s) brilliant acquisition of a majority stake in Creative Artists Agency. CAA represents some of the world’s greatest Celebrities across genres. Brilliant acquisition! Stars are the next major consumer brands and social media has facilitated that opportunity. But it must be fully nurtured. With DataLucent, one of our Creator Empowerment Tech companies, we already empower Top Celebrities with control of all their social media data assets across platforms. And growing fast. Top tier Celebrities are already benefiting and using their own social media data and AI to make smarter decisions and monetize their data troves. Data matters. This is epic. The Biggest Opportunities: 1-Celebrities must evolve from being algorithm/content-centric to fan-benefits-centric. Love your fans, not the algorithms. 2-They must emerge from pushing transactions to building mutually beneficial, deep, lasting trusted fan relationships. 3-They must combine Data/AI and Emotional Intelligence to achieve these objectives. We have done it in Luxury and we can do it with Celebrities. And we need to prioritize the most loyal SuperFans as we prioritize luxury SuperClient relationships. It’s a work in progress. It takes time to educate and inspire incumbents. Call me crazy. It’s a Labor of JOY. This is a huge opportunity. #kering #lvmh #caa #taylorswift #gucci #hermes #chanel #louisvuitton #richemont

During its annual results presentation last February, Mr. Pinault told analysts and the press that Kering was 'putting in place a new operating model, enhancing exclusivity, improving the in-store experience, reestablishing the core role of leather goods, and nourishing Gucci’s status as a 'cultural institution' via communications aimed at creating emotion, cultivating desire, and amplifying the brand narrative.' Great statement, right? And the 'actions' are not far behind. Kering is spending money on buildings, executives, and placing celebrities in the front row of everything from runway shows to the Oscars. There is a lot of noise. To cut through it, let's just sit down and ask ourselves a question: What defines a successful brand, and what are the signs that the brand is in trouble? This is straightforward; we always know what successful brands represent. No one doubts what Chanel, Akris, Prada, or Brunello stand for, right? What about Burberry or Gucci? The one thing that comes to mind is the color Rosso for Gucci and blue for Burberry. Beyond that, there isn’t much else. We hear the marketing team’s promises of the 'new Gucci/Burberry,' but no one is clearly outlining a specific merchandise direction. Yes, store planners and architects are busy converting shops from Riccardo Tisci's aesthetic to Mr. Lee's, spending a fortune on those transitions. However, this does not address the fact that both brands lack a clear significance in customers' minds. If clients are not clear on what the brand represents, they are unlikely to spend. If customers are not spending, the brand faces challenges in returning to 10 billion or any other billions, especially now when the Chinese market is a bit uncertain. Loud promises may seem a little naive. Maybe this sounds harsh and I shouldn't bring up a difficult issue, but as Pauline Kael said, 'In the arts (fashion), the critic is the only independent source of information. The rest is advertising.' #wwd #bof #fashion #gucci #fashionbusiness

Importance of indirect marketing story #2 Gucci and "Paparazzi Marketing"In the 1990s, Gucci strategically placed its bags and other products in the hands of celebrities. Without running formal ads, they relied on paparazzi to photograph these celebrities, and those images would appear in news outlets and magazines. This indirect approach rapidly enhanced Gucci’s image as a "high-end" and "luxury" brand.

Boutique #2JourCheck: Prada Last week I wrote about #CustomerExperience gaps I noticed while visiting Gucci flagship in London. A few days later I’ve been to #Prada - my friend from Germany asked me to check the swimsuit which has just landed. The gaps were pretty much the same: 1) Consultant followed the client While I was waiting for the consultant to bring the swimsuit, I witnessed how a lady snapped and said that she didn’t need any help when the consultant was following her closely. 2) Consultant was interested in commission and sale only in that particular location - KPIs used are not effective The consultant who worked with me informed me that there was no stock available in any other London location (they only had a size that would probably not be suitable). The thing is, I had a completely unplanned visit to another boutique the same day, and they had a different size. Obviously, I was not happy to learn that the information provided was not correct. 3) No options were available to transfer item from Europe location. The swimsuit comes with a pricey tag, so the possibility of purchasing would be much more feasible if we could place an order somewhere in Europe and have the option to exchange/return/return for store credit. Understanding how it may be challenging for the brand to implement such policies, the service could be possible for VICs only. *** The above-mentioned definitely doesn’t work for establishing an emotional (and thereafter, loyal and long-term - the one that converts into sales) connection with the consultant and the brand. I left both locations with exchanged contacts - as I mentioned in the Gucci article, it happens all the time. The thing I particularly didn’t like is that the consultant from the first location sent me an audio message and gave me a phone call just 10 minutes after I left. I didn’t return the call, so don’t know the reason. Audio messages are a huge no, especially when it comes to strangers. But that is a different story altogether. *** May I mention that in the second location the consultant was very helpful - we took the measurements of two sizes to understand the fit, that was professionall from the consultant to offer. Prada Group #ClientRelations #CustomerCare #LuxuryFashion #retail

🌟 Every iconic brand starts with just one day of effort. Think about where Gucci, Chanel, Prada, Hermes, and YSL began—small steps that turned into global powerhouses. From their starting days to today, their journeys are proof that consistent hard work, vision, and resilience lead to massive success. 💡 Remember: Growth doesn’t happen overnight, but with dedication, your brand can achieve greatness too. Keep pushing forward #BrandGrowth #SuccessJourney #LuxuryBrands #Motivation #EntrepreneurMindset

Do you know what Gucci's cool marketing strategy is? Gucci is super famous for its fancy fashion stuff. They're really good at telling stories and making people feel connected to their brand. Whether it's posting awesome pictures on Instagram or making fun videos on TikTok, Gucci knows how to keep people interested. They also team up with cool people and artists to make even cooler stuff. This helps Gucci reach more people and stay trendy. Let's learn from Gucci's cool ideas and how they make fashion fun for everyone!  #Gucci #MarketingStrategy #FashionFun