Tuesday, 30 June 2009

Is That The Scent Of Gucci’s Online Success? – 30/6/09


Recently we reported that Gucci is the most-talked about brand on social networking sites, and now they’ve announced the launch of two brand-new websites, dedicated solely to their fragrances.


Their site, florabygucci.com, which focuses exclusively on Gucci’s female scent, Flora, went live yesterday as promised. But fans will have to wait a bit longer for their main fragrance website, guccifragrances.com, as it failed to meet yesterday’s highly publicised launch date. This website is a collaborative effort between the fashion house and its fragrance license holder, Procter & Gamble Fine Fragrances.


Gucci seems to be pulling out all the stops to become closer to their consumer and more innovative in e-marketing. In a WWD Fashion article, Frida Giannini, Gucci’s Creative Director, said, “The Web allows us to involve visitors in a rich multimedia experience. They can then share that experience with their friends online. These new and exciting ways of communicating are fast becoming a way of life.”


Bravo Gucci for your e-commerce efforts! Shame you couldn’t deliver on guccifragrances.com, but we’re certain the site will be well worth the wait.


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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury, www.moluxury.com.au