Business Case Studies, Positioning, Repositioning, Reverse PositioningStrategies Case Study, Gucci, Pinault-Printemps-Redoute (PPR)

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Positioning, Repositioning, Reverse PositioningStrategies Case Study

Case Title:

Gucci: Robert Polet's Repositioning Strategies

Publication Year : 2005

Authors: Dakshi Mohanty, T. Phani Madhav

Industry: Retailing


Case Code: POS0010

Teaching Note: Available

Structured Assignment: Available

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Since the beginning of the 21st century, Gucci Group, the world's third largest luxury goods conglomerate, witnessed slump in its net income year-on-year. Amid the deteriorating financial performance, the group came under the full control of French retail group Pinault-Printemps-Redoute (PPR) in April 2004. After the takeover by PPR, Domenico De Sole (the then chief executive of Gucci Group) and Tom Ford (the then creative director of the company), who were credited for transforming the near bankrupt family firm in the early 1990s into the world's No.3 luxury group by sales, exited from the company after failing to agree on the new contracts with PPR. In early 2004, PPR appointed Robert Polet, the head of Unilever's ice cream and frozen foods division, as the new chief executive of Gucci Group and made him responsible for setting new goals and strategies to improve the company's bottom line.

Pedagogical Objectives:

    To discuss the initiatives taken by Robert Polet to revitalise the Gucci Group by giving Gucci brands a distinctive identity.

Keywords : Gucci, Pinault-Printemps-Redoute (PPR), Robert Polet, Repositioning strategy, Marketing Strategies Case Study, Domenico De Sole, Tom Ford, Yves Saint Laurent (YSL), Consumer understanding, Marketing techniques, ‘Best-in-class’ supply chain techniques, Multi-branding strategy, Stella McCartney, Alexander McQueen, Sergio Rossi, Bottega Veneta


  • Introduction
  • Gucci's Troubles
  • Robert Polet's Repositioning Strategies

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