Literature Review Assignment
Background
In any of the fashion industry, the brand strategies are considered an important factor and social media is one of the best sources for the branding. All the successful and leading fashion brands make use of the social media to increase its number of customers all around the world. As far as our brand for this topic is concerned, Gucci is one of the best fashion brands of the world. It was setup in 1921 in Florence. The Gucci brand is best known for its fashion setup and the brand has reached the immense height of success due to the Italian craftsmanship. Gucci is one of the several brands of Kering. Today, Gucci is viewed as the meaning of Luxury in the realm of style. Extravagance style brands utilize a few channels for advertising including design shows, immense name supports and different structures and channels of advancements that focus on the better-quality market. In any case, advanced directs have progressively filled being used in the 21st century. Comment by Kate Mays: Unclear what this means. Comment by Kate Mays: Unclear. Comment by Kate Mays: Make sure to cite information / statements of fact like this. Not sure what you mean by “immense name supports” and “channels of advancements.” Are you referring to publicity? Ad campaigns? Comment by Kate Mays: ? Define if this is a marketing terminology.
Literature Review
Rise of the advanced innovation and AI have brought an influx of computerized promoting that is by and large progressively utilized by style and extravagance brands to keep their fans and supporters drew in and to accomplish higher acknowledgment on the lookout. Web-based media channels and particularly Facebook and Instagram are being utilized widely by the style brands including Gucci to exhibit their items and to assemble more grounded associations with their crowd. The best thing about web-based media is that you will reach more than the customary crowd (Keller, 2017). You additionally contact individuals who are keen on knowing your image and Facebook and Tik Tok are among most reasonable channels for exhibiting your image’s character, make fervor and discover quicker development. Gucci is likewise one of the extravagance styles marks that is utilizing online media channels for drawing in supporters and to advance its items. Comment by Kate Mays: Unclear what this means. Comment by Kate Mays: Maintain third-person perspective (“you” is second person) throughout.
Facebook is the leading online media channel with the biggest crowd size and offering the best devices for advancements and client commitment. It is additionally the most loved channel of advertisers due to its span and prevalence around the world. With multiple billion dynamic clients, it gives probably the best stage for advancing your items before a worldwide crowd. Gucci has an enormous number of fans following it on Facebook (Keller, 2017). There are around 15 million devotees of Gucci on Facebook. Comment by Kate Mays: Cite / back up with evidence.
The style brand utilizes its record predominantly for advancements. Aside from the fresh introductions in each season, it likewise advances crafted by specific architects on Facebook. The brand has accomplished an appealing commitment level. Gucci for the most part makes a couple of posts consistently and every one of these presents gets 1,000 on 3,000 preferences. The followers’ responses on these posts shows a pleasant degree of commitment and authentic client association. Gucci advances all its item runs on Facebook including dresses, shoes, and accessories. Apart from being a suitable promotional channel, Facebook is also great for announcing important events. Comment by Kate Mays: Unclear.
Tik Tok
Tik Tok is the favorite playground of design brands and a considerable lot of them including Gucci have an extremely huge band of adherents on this platform. Gucci’s number of adherents on Tik Tok are quite immense. Tik Tok has countless famous people, and a few brands use them to advertise their items (Jackson, 2002). The quantity of Tik Tok individuals has filled strongly lately and design brands have rushed to Tik Tok in exceptionally enormous numbers on account of the appealing components it offers for showcasing of their items. Comment by Kate Mays: How is a citation from 2002 applicable to the statement that few brands use TikTok to advertise? Comment by Kate Mays: This literature review provides a good amount of background on the Gucci brand and the two social media platforms you plan to examine. However, you don’t cite much relevant literature, and only 2 articles. Further, you don’t pose any research questions or hypotheses, which was a major component of this assignment. The literature review, drawing on findings from prior research in peer-reviewed journals, should build an argument about what theoretical concepts are relevant in your domain, what relationships between concepts have been explored (in existing research) and what needs to still be discovered. In doing this, you build an argument that undergirds the research questions and hypotheses you intend to explore in your current study. 75/100
References
Keller, K. L. (2017). Managing the growth tradeoff: Challenges and opportunities in luxury branding. In Advances in luxury brand management (pp. 179-198). Palgrave Macmillan, Cham.
Jackson, T., & Haid, C. (2002). Gucci Group-the new family of luxury brands. International Journal of New Product Development and Innovation Management, 4(2), 161-172.
