WWW.GUCCI.COM

Speaker: Claudia Kolb Legal Counsel Gucci

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Gucci Digital Flaghsip store: design features

• Gucci, a pioneer of the luxury online shopping experience since 2002 has opened September 2010 the world's first luxury digital flagship store

• Esthetic and customer-oriented experience that replicates the one of a physical Gucci flagship stores in the world, reflecting its design concept down to the last detail in the architecture: backdrop of gold, light beige, rosewood and other sophisticated materials, adding a sense of three-dimensional richness to the site;

• Enjoying the same values: luxury, beauty, quality;

• Same visual and merchandising display (eg. Same sequency of colours and products of the collection display in the stores)

• Corporate communication: campaign, catalogues, history, museum, world of Gucci

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Technical Features: Most innovative technology

• Site in 9 languages: but important information such as Terms and Conditions, Privacy Policy, multiple languages: home language plus English;

• Easy to use: horizontal navigation, display of all available products on one page;

• Shoppable video (click and purchase directly)• IPAD friendly, intregrated with Twitter and Gucci official Facebook page,

Leisure and Amusement: “share with friends” “love icon”

• Free Gucci App: with adjournments on Gucci world, selection of products, look chosen by Frida to be downloaded for IPAd and IPhOne,

• Click and zoom features from multiple angles of the product photography;

• From May 14 2012 also video of products, extra photos to see dimension, and proportion

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Institutional Shop versus E-commerce

• The site contains all institutionals devices (campaign, catalogue, events) plus an extra selection of e-commerce special tools:

• E-commerce buyers choose a special selection of products made on the basis of their former sales

• E-commerce proposes special looks• E-commerce requires special photos that have different creativity

and technique guidelines: es. different backgrounds, dimension and proportions of model, more views, plus video

• Ecommerce offers full Product offer: all the categories are available on line;

• Many clients choose what to buy in store after a preliminary review on internet, because internet offers an “all together experience” “simultaneous view of interested items”

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Relevant figures

• monthly 2.5 million visitors

• First quarter of 2012 on line sales have grown of 30% vs. 2011 (although crisis)

• Site operates in 28 countries

• E -commerce is offered in 26 countries (China is yet not shoppable – coming soon)

• objective: number one store of the world in terms of sales: in Europe gucci.com is in the top-ten chart.

• Attract always new clientele: specialized e-commerce, or the one of the store• In 10 year the site has acquired trust: secured site, now also IBAN

• Synergies with other links: Gucci Timeless, Gucci Parfumes to drive traffic, Gucci APP

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Where we are present - Where we sell

June 2012Czech Republic

Hungary Poland

Portugal Slovenia

Q3 2012RomaniaBulgariaTurkey

Q4Australia

China

WHERE14 in Europe

CanadaUSA

KoreaJapan

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Homepage: example of navigation menu

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Footer

•Purchase information (inlcuding Terms and Conditions of Sale)

•Our Stores

•Gucci on Facebook

•Twitter

•Legal Notices (including Privacy)

•About Gucci

•Email Signing

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Shopping Category: Gucci Icons – New Bamboo: scroll bar showcases items in the- three-by-three product display as in Gucci retail stores

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Product Page: full description of materials, charachteristics and costs

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Zoom, Additional Views, and Video (model dressed + handbags)

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Children’s Collection

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Personalization: you can see the rendering on line

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Digital Flagship Video and Shoppale Video

PLAY THE VIDEO

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Fidelization of clientele by active marketing toolsCreate desire and events

• Different opening page by regions featuring different products (Usa, Europe, Japan, Korea) to better meet local clientele’s expectation

• Newsletters and Promotional e-cards

• Publicize offers – ex- charity initiative (unicef)

• free shipment

• Information on Gucci world : Gucci Museum or Made to Measure

• Create events: the section Gifts is updated every 2-3 weeks, with Christmas proposal, San Valentine, Mother’s day;•

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Adapt to local taste !!!!

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Example of Promotional E-Cards

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Site & Side Costs and Management of an e-commerce business

• Dedicated Graphic and Design team: - apprx. 24.000 photos per year: 2 retouchers, 2 photographer, 1 graphic designer

• Dedicated images: for all collection women, children, products reshooting is done

• Dedicated structure: each region has a dedicated e-commerce structure• Dedicated Customer service: “assistance on line” approx 10 persons in

Europe• Dedicated Logistic: Central warehouse• Cost of shipping and delivery• Personal shopper service

• Cost of opening in new countries (domain registration)• Preliminary Legal Due diligence per country (T&C, Privacy)• Translation costs • Consumer claims

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Example of “In house Photo Shooting”: different model, looks, team,

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Real cost: cost of the internet platform vs cost of the e-commerce business

• Domain Registration

• Maintenance of the site with host provider

• Development of the free APP and its adjournments

• Digital communication and advertising: Gucci on line images on Vogue-Elle

• Paid SEM (Search Engine Marketing) campaign