Le strategie di marketing e il comportamento di acquisto del cliente di beni di lusso, prima e dopo il Corona Virus. Caste Study: Gucci

In this work the purchasing behaviour related to marketing strategies is investigated. This dissertation aims to examine the customer's mind, the new environments and scenarios that, because of the Corona Virus are no longer only physical but also virtual and the new platforms that allow the customer to live emotional moments as if they were in a physical shop. “Emotional Marketing” is the term experts use to describe the Marketing strategy that works on customer emotions to break down the psychological resistances of the purchase, so how can Luxury Companies give the same treatment during the “Lockdown” if the stores are closed? Aiming to give customers the same attention and make them perceive feelings as if they were really there is the approach that many Luxury companies are adopting in order not to lose customer loyalty, and this work aims to understand how they are doing so. In conclusion, the aim of this work has been to highlight the marketing strategies adopted by luxury brands before and after the lockdown due to the pandemic and the consequent purchasing behaviour. The purpose was to research the factors that affect customer purchasing behaviour of luxury goods. According to the study, the consumers who buy luxury goods are attracted not only by the physical product but by the status they achieve in buying a particular luxury good and by the emotions they feel during the purchasing process. As has been underlined, a great number of marketing strategies have been adopted by luxury companies but because of the Corona Virus, the brands have had to adapt them. If before the pandemic luxury consumers used to go to the boutique for shopping, because of the Corona Virus they have been forced to buy from home. Thanks to the brands' strategies and the improvement of online e-commerce, luxury customers have found pleasure to buy comfortably from their own home. The focus has been placed on the Gucci brand to better show the consequences that this pandemic has had on luxury brand marketing strategies and consumer purchasing behaviour. In fact thanks to a Virtual Shop where customers can feel as if they are really in a Gucci boutique, feeling emotions during the choice of the item and helped by Gucci's experts through their smartphones or laptops, Gucci has been able to continue the importance of the experience when buying a luxury product. Gucci has also created a virtual visit to the Gucci Garden museum to immerse customers even more in the Gucci World and keep their loyalty and raise brand awareness. The luxury goods sector is constantly changing. It is remarkable to think that in the past only certain social classes could afford to buy luxury goods, whereas nowadays the luxury market is accessible more or less to everyone. Marketing strategies adopted by luxury brands increasingly need to adapt to these changes, especially in this moment due to the pandemic. No one knows when the situation will return to normal, Covid-19 has brought turmoil both to the luxury goods market and to the purchasing behaviour of luxury consumers, but thanks to the innovation of some luxury companies in the sales process, people who buy luxury goods have been able to feel the effects to a far lesser extent.