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5 pages/β‰ˆ1375 words
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Style:
Harvard
Subject:
Management
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Essay
Language:
English (U.K.)
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Topic:

Sustainable, Ethical Social Marketing and EDI Initiatives of Gucci

Essay Instructions:

Task
Drawing upon the brand of the product/service you chose in the ‘Summative Assessment Report 1’, you should critically discuss the sustainable, ethical and social marketing practices adopted by the brand. Furthermore, you should critically evaluate how this brand promotes Equality, Diveristy and Inclusion (EDI). You can follow the suggested steps below to build the case study:
1. Identify and describe the sustainable/ethical/social marketing AND the EDI initiatives promoted by the brand. If you chose a brand with a multiplicity of initiatives, you can focus on one of the initiatives or one marketing campaign which tackles these themes (approximately 400 words) (ILO 3).
2. Critically evaluate the initiative/s or the campaign you have described above leveraging the concepts analysed in weeks 22, 23, and 24. For instance, does the sustainable marketing campaign woke-wash the brand? Or, what are the biases and stereotypes that the EDI initiative promotes? (approximately 700 words) (ILOs 1, 2).
3. Based on the analysis above, provide practical recommendations on how the brand can improve its ethical/sustainable/social marketing AND EDI initiatives. If the brand already excels in these initiatives, recommend further areas where it can engage (approximately 400 words) (ILOs 2, 3).
The case study should show an understanding of the theoretical concepts discussed during the sessions (lectures and tutorials) in relation to real-life branded products/services. You are free to use any structure for the report as long as you address the above-mentioned requirements. Remember that developing this case study report would demonstrate your skills and ability to complete consumer behaviour analysis tasks (this can be used as part of your job-seeking portfolio).
Feedback
You are welcome to approach the lecturers to discuss the report before submission. Furthermore, some of the weekly activities as part of the unit are designed as an opportunity for formative group-level feedback. In the final week of the unit there will be an assignment surgery when you will have the opportunity to ask further questions about the assignment. You will receive written feedback on your submission and marks through Blackboard. Please note that the lecturers will not be able to provide written feedback on the assessment before submission.
Submission
Students will submit their work through Blackboard. The administrative team will open the submission portal closer to the submission date. Please note that you should submit the two reports separately (as indicated on Blackboard).
Length
1,500 words (maximum), excluding the reference list, appendices and tables.
References
You can use press articles, websites, and reports to provide examples regarding the brand. However, you should support your arguments with references from academic literature (you can start from the literature provided in weeks 19, 23, 24 in the reading list). An accurate Harvard referenced list of all sources cited within the text should be provided at the end of the document.
Formatting
Times New Roman 12; 1,5 or double (2) spaced; justified

Essay Sample Content Preview:

SUSTAINABLE, ETHICAL SOCIAL MARKETING AND EDI INITIATIVES OF GUCCI
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Sustainable, Ethical Social Marketing and EDI Initiatives of Gucci
The report discusses Gucci’s sustainable, ethical, and social marketing practices to promote its handbags. Part 1 discusses the Equality, Diversity, and Inclusion (EDI) strategies promoted by the brand. Part 2 discusses the campaigns for leveraging EDI. Part 3 provides the relevant recommendations for dealing with the challenges of EDI.
Sustainable Marketing and EDI of Gucci
Ethical and Sustainable Marketing of the Brand
There are a few ways that Gucci demonstrates its commitment to ethical and sustainable fashion. First, the company uses sustainable materials in its products whenever possible. For example, Gucci uses organic cotton, recycled materials, and sustainable leather in its products. Additionally, Gucci has established several programs to help promote sustainable fashion practices. These programs include the Gucci Green Program, which supports environmental protection and sustainability initiatives, and the Gucci for All Campaign, which helps disadvantaged women access high-quality fashion items (Bateman 2017).
Gucci is committed to engaging with consumers about ethical and sustainable fashion. The company regularly publishes articles about sustainability in its magazines and online platforms and participates in events that discuss ethical issues in fashion. For example, Gucci participated in the Milan Fashion Week runway show to raise awareness about child labor in the fashion industry (Madsen 2022). Overall, Gucci is a leader in ethical and sustainable practices, and its products are often sought out by consumers looking for quality items that also promote environmental protection and social justice.
Equality, Diversity, and Inclusion (EDI) Initiatives of Gucci
The EDI campaign Gucci is an essential part of the fashion brand’s overall strategy to promote diversity and inclusion in the workplace. The campaign focuses on four key areas: hiring, training and development, supplier diversity, and community engagement. Gucci has committed to hiring a diverse workforce, including employees with disabilities, and providing equal training and development opportunities. In October 2017, Gucci launched an all-black campaign to improve diversity (Adegeest 2017).
The campaign featured models of different ethnicities and featured black models. The campaign was praised for its inclusivity, and it was successful in sparking conversations about diversity in the fashion industry. Diversity has always been a concern for Gucci, and the campaign was criticized by some who felt that it was simply a marketing ploy to sell more clothes, but overall, it was seen as a positive step in the right direction. Gucci needs to embrace it (Adegeest 2017).
Critical Evaluation of All-Black Campaign (Benefits and Biases of EDI Initiative)
Sustainable Marketing
An all-black advertising campaign for Gucci has been accused of being “woke-washed” and promoting diversity for profit. The campaign, which launched in early September, features black models and actors, including Amand...
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