Product Market Profile: Bruna Spera Martins, Southern States ✓ Solved

Product Market Profile 3 Bruna Spera Martins Southern States University

The assignment requires analyzing and presenting a detailed product market profile, including aspects such as target consumers, market needs, competitive positioning, pricing, purchasing channels, and other relevant details for a specific product or brand.

The main focus should be on providing a comprehensive overview of the product's market environment, customer base, and strategic positioning within its industry sector, supported by credible references.

Sample Paper For Above instruction

Analysis of Gucci’s Men’s Gucci Tennis 1977 Sneakers: Market Positioning and Consumer Insights

Gucci, founded in 1921 by Guccio Gucci in Florence, Italy, has established itself as one of the most iconic luxury fashion brands globally. Its rich heritage, characterized by craftsmanship, innovative design, and a reputation for opulence, makes it a significant player in the luxury sneaker market. Among its various offerings, the Men’s Gucci Tennis 1977 sneaker exemplifies the brand’s ability to blend classic aesthetics with modern appeal, catering to a broad demographic that values both luxury and timeless style.

The target consumers for Gucci’s Tennis 1977 sneakers primarily include men across various age groups who seek premium footwear that exudes sophistication. This includes young professionals, fashion-forward individuals, and affluent consumers who prioritize exclusivity and quality in their purchasing decisions. The unisex design broadens the product's appeal, extending its reach to those who appreciate versatile, gender-neutral fashion statements. Conversely, the product’s positioning naturally excludes women who are not seeking men's styled sneakers, although Gucci offers women's footwear separately.

The core need fulfilled by the Gucci Tennis 1977 sneakers is the demand for luxurious, durable, and versatile footwear that can elevate everyday or formal outfits. This market need is driven by consumers’ desire not only for comfort and practicality but also for items that reflect their social status and fashion sensibility. The sneaker solves the problem of finding a product that combines the durability and functionality of tennis shoes with the high-end aesthetics associated with luxury brands. Unlike typical athletic sneakers, Gucci’s offering emphasizes craftsmanship, distinctive design, and exclusivity.

While several brands produce tennis sneakers—ranging from Nike to Adidas and luxury labels like Prada—Gucci’s Tennis 1977 stands out due to its refined design elements and association with luxury lifestyle imagery. The sneaker’s reinterpretation of the 1970s tennis footwear, with modern touches such as textured rubber soles and canvas upper material, encapsulates a neo-classical philosophy that celebrates vintage style with contemporary relevance. This positioning addresses an unfulfilled market niche for high-end sneakers that serve formal and casual purposes without compromising luxury quality.

The price point of $630 to $690 places the Gucci Tennis 1977 sneakers at the higher end of the footwear market. Such pricing reflects the brand’s premium positioning, craftsmanship, and exclusivity. Consumers are willing to pay this premium for the status symbol it confers, along with the assurance of product quality and uniqueness. This pricing strategy aligns with the luxury market’s expectations and supports Gucci’s brand image as a leader in high-fashion footwear.

Purchasing of this product can occur at any time, given its availability through Gucci’s extensive global retail network, which includes approximately 278 directly operated stores worldwide. These products are also accessible through high-end department stores and authorized online retailers, enabling consumers to purchase conveniently. The shopping experience reinforces the luxury perception, with consumers often seeking personalized service and premium presentation. The product’s accessibility through multiple channels ensures broad market reach while maintaining the exclusivity associated with the Gucci brand.

Marketing and distribution strategies for Gucci’s sneakers heavily emphasize brand storytelling, heritage, and craftsmanship. The product’s appeal is further bolstered by its adaptability—being suitable with a range of outfits from suits to casual wear—making it a versatile luxury item. The unisex model broadens potential consumer bases, reflecting contemporary fashion trends that value gender neutrality and inclusivity. Consequently, Gucci leverages its heritage and modern marketing to attract a discerning clientele willing to invest in statement footwear that exemplifies both luxury and style.

In summary, Gucci’s Men’s Gucci Tennis 1977 sneakers effectively meet the market demand for high-end, stylish, and versatile footwear. They occupy a distinctive niche between classic tennis shoes and luxury fashion, representing a fusion of vintage inspiration and contemporary luxury. The strategic focus on quality, brand heritage, innovative design, and targeted marketing ensures their continued success within the competitive luxury footwear segment.

References

  • GQ Staff. (2020, February 10). Gucci’s New 1977 Tennis Sneakers Are The Same-Same But Different. GQ Middle East. https://www.gqmiddleeast.com/style/guccis-new-1977-tennis-sneakers-are-the-same-same-but-different
  • Gucci International. (2020). Men’s Gucci Tennis 1977 sneaker. Retrieved May 7, 2020, from https://www.gucci.com
  • Kering. (2023). About Gucci. Retrieved from https://www.kering.com/en/brand/gucci/
  • Crane, D. (2012). Fashion and Its Social Agendas: Class, Gender, and Identity in Clothing. University of Chicago Press.
  • Veblen, T. (1899). The Theory of the Leisure Class. Macmillan.
  • Kapferer, J. N. (2012). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page Publishers.
  • Okonkwo, U. (2007). Luxury Fashion Branding: Trends, Tactics, Strategies. Palgrave Macmillan.
  • Godey, B., et al. (2016). Fashion consumers' shopping motivations: A cross-cultural comparison. Journal of Business Research, 69(12), 5832-5839.
  • Kapferer, J. N., & Bastien, V. (2012). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page Publishers.
  • Neumeier, M. (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. New Riders.

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