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Published in:
2020 | OriginalPaper | Chapter
8. A Comparative Analysis: Gucci, Saint Laurent, Balenciaga and Bottega Veneta
Author : Anna Cabigiosu
Published in: Digitalization in the Luxury Fashion Industry
Publisher: Springer International Publishing
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Abstract
This chapter describes the business model and the digital initiatives of the most successfully growing brands of the Kering Group. Overall this chapter:
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compares the business model of Gucci, Saint Laurent, Bottega Veneta and Balenciaga, using the blue ocean strategy canvas to identify common patterns;
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shows that these brands were able to satisfy Millennials hiring new art directors with a Millennial “mind-set”, pursuing relevant omnichannel and social media investments coupled with an emphasis on the brands’ heritage, artistical collaborations and by opening their collections to the street style;
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discusses how opportunities might become threats by relying on the Bottega Veneta case, which still lags behind in terms of digitalization and the ability to speak to Millennials;
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shows that luxury fashion firms compete in a setting where traditional and new competitive variables coexist and how brands mix them define their competitive positioning and value proposition.