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GUCCI How to Save the Business

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GUCCI How to Save the Business GUCCI How to save the business Intermediate Level: • Listening: Gucci - company history • Pronunciation: /ch/ • Reading: Gucci – how to save the business • Grammar: Expressions of frequency • Functional Language: Common email mistakes • Cultural Awareness: Business dress etiquette • Role Play: New markets for luxury 1 www.ibeschool.com INTRODUCTION: Discuss these questions: What do you know about Gucci? Who are the target customers? LISTENING 1: A spokesperson talks about the history of Gucci. Listen and answer these questions. 1. Wh en w as Gu cci fo unde d? 2. How did Guccio Gucci promote brand identity? 3. Who took control of the company wh en Guccio Gucci died? 4. What problems did Gucci have? 5. How did Tom Ford save the company? PRONUNCIATION - /CH/ There are 3 common ways to pronounce /ch/ in English /ch/ as in cheese /sh/ as in champagne /k/ as in chemist. • CH is often pronounced /ch/. Words with this pronunciation usually have a Latin origin. Examples: cheap, check, charm. • CH words with a hard /k/ pronunciation often come from the Greek language. Many of these terms are scientific or technical in nature. Examples: chemist, chaos, technician. • The words where CH is pronounced with a soft /sh/ sound are French in origin e.g. chic, champagne, machete Exercise: Say these words and tick the correct pronunciation box WORD ch sh k WORD ch sh k Chemistry X Children Chicago Chalet Challenge Champagne Christ Character Chocolate Champion Chaos Chauffeur 2 www.ibeschool.com 3 www.ibeschool.com CULTURAL AWA RENESS POINT BUSINESS DRESS ETIQUETTE Business Dress etiquette in the UK • Men: Ties are important symbols of their school, army, university or club. For business meetings, men normally wear dark suits and ties. • Women: Normally wear suits, dresses or skirts and blouses. Business Dress Etiquette in Italy • Dressing well is a priority in Italy. • Men: generally wear dark coloured, conservative business suits and a tie. • Women wear either business suits or conservative dresses. • Elegant accessories are equally important for men and women. Business Dress Etiquette in the USA Business suit and tie are appropriate in all major cities. Wear dark coloured • business suits. For an important formal meeting, choose a white shirt. Women wear classic clothing and classic colours of dark blue, and grey, and • give a confident and conservative appearance. DISCUSS: 1. Is a tie important in your country or culture? 2. Do you think taking your jacket off in a meeting is OK? 3. What about the colour of the clothes, what is the etiquette? 4 www.ibeschool.com Introductory questions: How often do you wear a tie? Do you ever wear sunglasses when inside a building? Do you take a holiday in summer? GRAMMAR PRACTICE: expressions of frequency SAMPLE SENTENCES. • Always eat fruit at lunchtime • Our customers usually pay by credit card • The sales staff work hard every day FORM Frequency is classified on a scale of: ALWAYS = 100 - NEVER = 0% These percentages are a general indication, not exact definitions. 100% - always 95% - almost always, nearly always 85% - usually, normally, regularly 75% - often, frequently 50% - sometimes 40% - occasionally 25% - rarely, seldom 10% - hardly ever 0% - never To be more precise the following terms can be used: Once, twice, three times a day / week / month / year Every hour / day / week / month / year • We sell seven handbags a day • They visit the shop once a month EXERCISE: Complete the following sentences with an expression of frequency in each space. In some cases more than one option is possible. 1. They have a meeting at 10am morning. 2. We have a meeting a week. 3. I fly to Milan, and take the train. It is too far away. 4. Gucci publishes its P & L account a year. 5. The manager checks the orders before they are dispatched. 6. They sell the products at discount, because it is a luxury brand. 7. I telephone our agents day, and sometimes a day. 8. According to the contract we have to sell 1,000 items week. 5 www.ibeschool.com Speaking Practice: In pairs, ask and answer questions about the following situations using the expressions of frequency. • Apply for jobs • Give orders to my colleagues • Read the newspapers • Check emails • Send an SMS • Buy Gucci • You decide on a question READING EXERCISE: Fill in the gaps with a suitable expression of frequency. Gucci is Back Gucci does not really sell shoes and handbags. Gucci sells image. But the Gucci label has not 1. been associated with exclusivity. In the early 1990s there were thousands of fake copies of its products on the market. This 2. impacts on the image of a company, and 3. leads to bankruptcy. But Gucci has been saved and its brand image is once again an exclusive name. On the financial front, the news is also good. In 2008, Gucci Group's parent company, French conglomerate PPR, announced revenues of over $8billion. Gucci's brand was revitalized when the designer, Tom Ford, took over as creative director. The new role meant that he was responsible for the design and conception of all product lines within the company: clothing, perfumes and brand protection. This 4. requires hands-on management of the stock exposure. With Ford as its leader, Gucci was 5. going to go bankrupt. He turned the brand into a stylish, sexy, and exclusive fashion label with famous customers like Madonna and David Beckham. 6 www.ibeschool.com BUSINESS VOCABULARY: Selected expressions Choose the best explanation for each expression from the listening exercises. 1. Be a hit a. A big success b. A big failure c. Violent 2. Bring in a. Employed to do a specific job b. To introduce a subject c. Trick 3. Dilute a. Weaken b. Destroy c. Make public 4. Stretch a. Pull in opposite directions b. Destroy c. Separate the company SPEAKING PR ACTICE: • Can you think of a product that h as been a big hit? Why was it a big hit? • Can you think of a brand that has been diluted? What happened? FUNCTIONAL VOCABULARY: Common eMail mistakes EXERCISE: Find the common mistakes in each of these sentences. e.g. I am afraid but we have not received our order yet 1. I look forward to meet you next Monday. 2. Please accept my apologies, I have being really busy this week 3. If you require any further informations, please contact me 4. If you would send me the figures I would be grateful. 5. The new Gucci range is on in the shops next week. 6. I’m sure they are really appreciate it. 7 www.ibeschool.com Listening 2: You will hear the 2nd part of the recording where the spokesperson talks about Gucci’s turnaround. Listen and answer the questions. 1. Why did Tom Ford go to live in Floren ce, Italy? 2. What did he tell Gucci when he arrive d in Italy? 3. What happened in 2000? 4. Was it a miracle? 5. W hat did Aldo Gucci say? ROLE-PLAY ROLE-PLAY EXERCISE: Form groups. One group is owner of Gucci, PPR. The other group is the creative designer Tom Ford and his team . • PPR wants to extend the brand into luxury real estate • Tom Ford sees this as a big mistake. Prepare reasons why and why not, and an alternative to boost sales of the brand. Think about brand protection, customer loyalty and the value of luxury name. Try to make the role-play as authentic as possible. NOTE: While talking you should practice the grammar, vocabulary and pronunciation you have learnt in this module. 8 www.ibeschool.com Audio-script 1 – Gucci – Intermediate Level Gucci – Intermediate Level Gucci is one of the most recognised, iconic and famous fashion brands in the world. It was founded by Guccio Gucci in Florence in 1906. Guccio understood the importance of brand identity, and stamped his products with the logo ‘GG’. The luxury accessories became very popular with the rich. After Guccio Gucci died in the early fifties, his sons Aldo and Rodolfo took control and expanded the company, opening stores in glamorous locations such as London, Paris and Los Angeles. But the Gucci family had a lot of internal conflict, and they made poor business decisions. All these problems pushed Gucci into serious trouble, and something radical was needed to save the company. They did this by employing Tom Ford as Creative Director. He saved the company by deciding on a strategy for recovery, redesigning the products, making them more exclusive and sexy. Audio 2 – Intermediate - Gucci What was Tom Ford’s strategy to save Gucci? He went to live in Florence, Italy, so that he could absorb himself in the brand. ‘When I arrived in Italy I told Gucci that we would be leaders in fashion again. There's a tradition of quality in the Florence area, and we needed to focus on that, be exclusive and sexy again. We must not dilute or stretch the brand. And it worked. By 2000 the company had doubled its revenues. Everybody thought it was a miracle—but it wasn’t. We had a simple strategy, but we executed it well. Gucci is once again going from strength to strength, and even though its prices are at the top end, 2006 was a record year, with sales jumping by 20 per cent. As Aldo Gucci once said, "Quality is always remembered, when price is often forgotten." 9 www.ibeschool.com LESSON PLAN – Gucci – Intermediate Key objectives – to practise aural and oral Business English INTRODUCTION: Ask the students what they know about Gucci. Teacher (T) – Students (SS) 5 mins LISTENING 1: Next tell students they are going to hear a spokesman talking about Gucci.
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