FBT Graduate Showcase 2026

Fashion Project: Gucci Brand Strategic Development

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Tingyu Tan
Yi Wu
Sicheng Sun
Shifei Tong
Zixuan Wu

Keywords

  • Market Diversification
  • Digital Presence
  • Sustainable Luxury

Summary

This project explores Gucci’s strategic positioning in the luxury market, analysing its strengths in tradition, bold design, digital innovation, and sustainability while addressing challenges like economic sensitivity and localisation. It examines key consumer segments and the need to expand Gucci’s reach amid declining revenues. Additionally, it evaluates Gucci’s digital transformation, including metaverse collaborations and AI-driven personalisation. The project highlights the tension between global consistency and regional demands, proposing strategies to balance timeless appeal with trend innovation while critiquing sustainability efforts. By analysing Gucci’s omnichannel strategy and competition, it offers insights into sustaining luxury relevance in a shifting market.