Integrated Marketing Strategy of Fashion Brands Driven by National Culture and Social Factors: A Case Study of Gucci and Italian Culture

DOI

10.2991/978-2-38476-609-3_15How to use a DOI?

Keywords

Gucci; Marketing; Fashion

Abstract

In a world which is increasingly becoming competitive, the fashion brands have ceased to be just symbols of the businesses but are essential sources of transmitting national values and bringing about commercial transformation. However, fashion brands continue to have substantial issues with the effective use of brand storytelling and product design to capture the national culture uniqueness and distinctiveness and to capitalize on the audience interaction through communication of differences in cultural values. To resolve this problem, this paper employs the case study, the popularization of Italian national culture by Gucci to explain how fashion brands may trigger consumer purchase intention by the reasonable utilization of national culture in promoting the products. The study demonstrates that Gucci forms brand and culture relation in three processes, namely, brand positioning, creation of brand symbols, and interpretation of consumer values. Through the successful marketing of the national culture by learning through the successful experience of Gucci, the brands can better incorporate the national culture in marketing strategies depending on the social values and cultural setting of the brand and obtain consumer preference and purchases.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiaobei Sun
PY  - 2026
DA  - 2026/09/04
TI  - Integrated Marketing Strategy of Fashion Brands Driven by National Culture and Social Factors: A Case Study of Gucci and Italian Culture
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 134
EP  - 141
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_15
DO  - 10.2991/978-2-38476-609-3_15
ID  - Sun2026
ER  -