Culture and Consumer Perception on Gucci’s Marketing

Abstract

Gucci has become one of fashion’s most influential, innovative and progressive companies. The use of different cultures as marketing strategies in different countries is one of the factors contributing to Gucci’s success. However, perception is people’s perception and cognition of external things, and further processing of information through stimulation. Perception is one of consumer behaviors. Gucci changes consumer behavior by perceiving visual stimuli. This report examines and compares Gucci’s marketing activities in Italy and China, and critically examines how culture and perception influence Gucci’s marketing activities.