The perception of Gucci’s brand image by consumers in Indonesia through brand revitalization

Victoria, Kezia (2016) The perception of Gucci’s brand image by consumers in Indonesia through brand revitalization. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Being one of the most globalized industries, the consumption of fashion is essentially part of the urban society’s lifestyle. As Jakarta embodies the idea of urban society, Jakarta is comprehensibly a city of high-end fashion, it is proven by the emerging presence of major fashion house like Gucci – who is currently under the process of brand revitalization, conducted by its creative director, Alessandro Michele. As Indonesia is considered a market of Gucci, having to open three boutique stores in Jakarta’s prime shopping malls, the consumers in Indonesia are experiencing the shifting image of the brand. This qualitative research studies on the changed brand image consumers in Indonesia perceived toward Gucci’s brand revitalization by gathering data from in-depth interviews and document analysis. Research findings show that consumers in Indonesia perceived that Gucci is changing its brand image to young (i.e. bold, playful, and colorful) and classic (i.e. vintage, retro)./ Sebagai salah satu industri yang paling mengglobal, konsumsi mode merupakan esensi dalam gaya hidup masyarakat perkotaan. Sebagai kota yang memenuhi gagasan gaya hidup masyarakat perkotaan, Jakarta merupakan kota yang dipenuhi oleh rumah mode kelas atas, terbukti dari hadirnya rumah mode besar seperti Gucci – yang saat ini sedang menjalani proses brand revitalization, dilakukan oleh perancang barunya, Alessandro Michele. Beranggapan bahwa Indonesia merupakan pasar dari Gucci, yang telah membuka tiga toko butiknya di pusat perbelanjaan utama Jakarta, konsumen di Indonesia sedang mengalami perubahan brand image dari Gucci. Tulisan ini merupakan penelitian kualitatif yang meneliti perubahan brand image yang dirasakan oleh konsumen terhadap proses brand revitalization Gucci dengan pengumpulan data melalui wawancara mendalam dan analisis dokumen. Temuan penelitian menunjukkan bahwa konsumen di Indonesia merasa bahwa Gucci merubah citranya menjadi muda (dalam artian berani, menyenangkan, dan berwarna-warni) dan klasik (dalam artian vintage dan retro).

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