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Executive Summary The formula used by Gucci in the marketing of its luxury goods has remained unchanged for the better part of fifty years. The focus still remains on the customer and the loyalty he has towards the Gucci product. Because the luxury goods market falls well outside the normal boundaries of hierarchical needs, the product range find itself in the sector of non-economic influences. Gucci has come to terms with this in the very early stages of development, and has marketed the prestige and expensive way of life that Gucci has to offer. The product design, quality and brand name has become synonymous with the elite, and will continue to do so because of the well maintained distribution of its products throughout the world. The Gucci Company should primarily look at the market development and concentrate on new development within existing markets or possibly new markets that carry the status and appeal suitable to the Gucci brand. The Asian luxury goods market is a definite new market to consider, and definite growth can come from the new stores recently opened in Japan. Together with the market development, market penetration can be concentrated on, and the Gucci stores should endeavour to concentrate on the ne