2.2 Vision, Mission and Values
The company`s mission is to become the leader in luxury market at world-
wide level.
Gucci describe themselves as cool and responsible, and value themselves on
their craftmanship. These three concepts are linked; Taking up responsibility
can aswel be cool. For Gucci, Corporate Social Responsibility is an impor
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tant part of their global strategy. They work with a holistic, yet realistic ap
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proach. They state that it is their duty to use their position as a luxury brand
to pioneer and promote sustainability.
The Gucci values are deeply embedded within ethics and in fact, the com
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pany began to work on a sustainability strategy in 2004. Quality remains
a main priority, but they began to elaborate upon this. Sustainability for
people and the environment became part of the quality-concept. Gucci state
that their sustainability strategy is supported by their stakeholders.
June 2010, saw the introduction of Gucci`s 100% recyclable packaging.
Shortly after this, the company launched a collection of environmentally-
friendly glasses which utilised biodegradable plastic and recycled metal;
with a new collection of these to be launched in 2013. Biodegradable plastic
is also to be used in a shoe collection which the company describe as a com
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bination of style quality and new material (Ravagli, 2012).
The Gucci target group is the affluent middle to upper classes. The consumer
is hip, aged thirty plus, and above all, is an individual who invests in fashion
as either a treat or a lifestyle (Ward, 2011).