Gucci, a renowned luxury fashion brand, has established itself as a leader in the industry through its innovative global marketing strategy. By leveraging digital marketing tactics and embracing the latest fashion industry trends, Gucci has successfully positioned itself as a brand that appeals to a wide range of consumers.
One of the key factors contributing to Gucci’s success is its personalized and digital-first approach. The brand recognizes the importance of connecting with customers on a personal level, and has utilized social media marketing campaigns, digital advertising techniques, and brand promotion tactics to engage its target audience effectively. With 52.6 million followers on Instagram, 19 million on Facebook, 7.1 million on Twitter, and 1.03 million on YouTube, Gucci has built a strong online presence, capturing the attention of luxury consumers worldwide.
Creating an omnichannel experience has been a crucial aspect of Gucci’s global marketing strategy. Recognizing that 98% of luxury consumers can be found online, the brand has focused on providing a seamless and consistent brand experience across different channels. Gucci redesigned its eCommerce site for the first time in 13 years, showcasing its commitment to digital transformation and meeting the evolving needs of its customers.
Gucci’s success can also be attributed to the creative direction of Alessandro Michele, the brand’s creative director. With his visionary approach, Michele has contributed to the creation of six out of seven best-selling accessories, solidifying Gucci’s position as a trendsetter in the industry. This strong creative direction has not only elevated the brand’s positioning but also appealed to a younger demographic, driving record sales primarily among consumers under 35.
The power of Gucci’s visual branding cannot be understated. The iconic double-G logo and the Flora pattern have become enduring symbols of the brand, transcending each era of Gucci design. Through strategic brand positioning, Gucci effectively appeals to customers’ senses of self-worth, prestige, and status, offering a unique blend of traditional luxury and modern trends.
Key Takeaways:
- Gucci’s success is driven by its personalized and digital-first approach to marketing.
- The brand has created an omnichannel experience to engage luxury consumers online.
- Alessandro Michele’s creative direction has played a significant role in Gucci’s success.
- Gucci’s visual branding, including the double-G logo, showcases its luxury status.
- The brand has expanded its target audience by offering trendy lines alongside mature products.
Gucci’s Personalized and Digital-First Approach
Gucci, one of the leading luxury brands globally, has embraced a personalized and digital-first approach to meet the evolving demands of its target audience. By leveraging customer data, Gucci can create personalized marketing strategies that cater to individual preferences and drive engagement.
In recent years, Millennials and Gen Z have emerged as key players in the luxury market, surpassing Gen X and Baby Boomers in spending power. According to Bain & Company, these younger generations are predicted to represent 70% of luxury spending by 2025. Recognizing this shift, Gucci has strategically focused on capturing the attention and loyalty of these demographics.
In 2018, young audiences accounted for only 4% of the world’s overall luxury consumption, but that percentage is expected to double by 2020. In regions like China, Generation Z alone is responsible for up to 15% of the country’s luxury purchases. Gucci has capitalized on this trend, with 55% of its sales coming from audiences aged under 35, surpassing other traditional luxury brands.
One of the key drivers of Gucci’s success in connecting with the younger audience is its digital-first approach. Gucci has prioritized its digital presence, utilizing its website, mobile interface, and social media platforms to provide seamless user experiences. By creating captivating visuals and engaging content, Gucci actively engages with its target audience, fostering a strong brand presence and driving user interactions.
To enhance customer experiences and boost engagement, Gucci has also embraced the power of customization. By leveraging 3D Configurators, luxury brands, including Gucci, have seen a significant increase in conversion rates. The ability to personalize products has resonated with consumers, leading to a 30% increase in conversion rates for luxury brands.
With the rise of the metaverse, a digital living space that integrates various technologies, luxury brands like Gucci are venturing into this new realm to expand their distribution channels and capture the attention of young consumers. The metaverse presents an opportunity for brands to engage customers in immersive and interactive experiences, blurring the lines between the real and virtual worlds.
Gucci’s personalized and digital-first approach extends beyond marketing. It encompasses the brand’s entire digital transformation strategy, aimed at improving its business model, increasing revenue, and enhancing agility to overcome market challenges. By leveraging digital marketing tools and technologies, Gucci can reach a broader audience through online channels such as social media and e-commerce platforms.
Overall, Gucci’s personalized and digital-first approach has cemented its position as a leading luxury brand in the fashion industry. Through the effective use of customer data, intuitive user experiences, and engaging content, Gucci has not only captured the attention of younger generations but has also nurtured customer loyalty and reinforced its brand messaging.
Creating an Omnichannel Experience
Gucci understands the importance of providing a seamless experience for its customers across various touchpoints. By embracing an omnichannel approach, Gucci ensures that customers can engage with the brand effortlessly, whether online or in physical stores.
One of the key components of Gucci’s omnichannel strategy is its commitment to integrating digital and physical experiences. The luxury brand’s physical stores have been transformed into immersive retail environments, offering customers a truly unique and luxurious shopping experience. These flagship stores are designed with interactive displays, creating visually captivating showcases that allow customers to explore and interact with Gucci’s products.
In addition to interactive displays, Gucci leverages technology to provide personalized recommendations to its customers. By utilizing customer data and analytics, the brand tailors its offerings to each individual, enhancing the shopping experience and increasing the likelihood of conversions and repeat purchases.
Furthermore, Gucci’s website and mobile interface are optimized for both desktop and mobile devices, ensuring a seamless browsing and purchasing experience across all devices. Customers can easily transition between platforms and continue their interactions with the brand without any disruptions.
By embracing an omnichannel approach, Gucci has been able to strengthen its brand awareness and engage with its target audience effectively. The seamless integration of physical and digital touchpoints allows the brand to create a cohesive and consistent brand identity, reinforcing Gucci’s reputation as a luxury fashion powerhouse.
Benefits of Gucci’s Omnichannel Approach:
- Enhanced customer experience through interactive displays and personalized recommendations
- Seamless shopping journey across various touchpoints
- Increased brand awareness and engagement
- Improved customer retention rates
- Access to a wider customer base
In summary, Gucci’s omnichannel approach provides customers with a seamless and immersive experience, both online and in physical stores. By leveraging interactive displays, personalized recommendations, and optimized digital platforms, Gucci ensures that customers can engage with the brand effortlessly and develop a deep connection with its products and values.
Creativity and Innovation in Gucci’s Digital Marketing Campaigns
Gucci’s digital marketing campaigns exemplify the brand’s commitment to a creative marketing approach and its ability to deliver innovative campaigns that resonate with its target audience. By leveraging visual content, storytelling, and social media advertising, Gucci has successfully built and maintained a strong brand identity in the luxury fashion industry.
One of the key factors contributing to the success of Gucci’s digital campaigns is its focus on visual content. The brand consistently produces high-quality imagery and videos that captivate viewers and showcase its products in the most compelling way. Whether it’s a mesmerizing fashion campaign or a behind-the-scenes glimpse into the creative process, Gucci’s visual content communicates the brand’s aesthetic and luxury appeal, resonating with its affluent target audience.
Storytelling is another integral aspect of Gucci’s digital marketing strategy. Through its campaigns, the brand weaves narratives that go beyond just showcasing products. Gucci takes its audience on a journey, telling stories of craftsmanship, artistry, and culture. By connecting with consumers on an emotional level, Gucci creates meaningful engagements that leave a lasting impression and strengthen brand loyalty.
Social media advertising and influencer collaborations play a significant role in amplifying Gucci’s digital marketing efforts. The brand has a strong presence on various social media platforms, where it engages with its audience through captivating content and interactive experiences. Additionally, Gucci collaborates with influencers, artists, and other brands to create buzz around its products and tap into new audiences. These partnerships not only expand Gucci’s reach but also infuse its campaigns with fresh perspectives and creative energy.
When it comes to digital strategy, Gucci ensures a seamless online shopping experience by optimizing its website for both desktop and mobile devices. The brand understands the importance of catering to the preferences of its tech-savvy audience and goes the extra mile to provide a user-friendly interface and intuitive navigation.
In conclusion, Gucci’s creativity and innovation in its digital marketing campaigns have played a significant role in establishing its brand identity and attracting a loyal customer base. By leveraging visual content, storytelling, social media advertising, and influencer collaborations, Gucci continues to push the boundaries of luxury fashion marketing, setting its own rules and captivating audiences around the world.
The Influence of Creative Direction on Gucci’s Success
Gucci, under the creative direction of Alessandro Michele, has experienced a significant resurgence, propelling it back into the spotlight and making it one of the most desirable luxury brands in the industry. This success can be attributed to the visionary leadership and creative direction of CEO Marco Bizzarri and Alessandro Michele. With their combined expertise and innovative approach, they have shaped Gucci’s brand identity and created trendsetting designs that redefine luxury.
Bizzarri’s focus on fostering a culture of creativity within Gucci has been instrumental in driving the brand’s growth and influence in the fashion industry. By encouraging inclusivity and diversity, Gucci appeals to a wide range of consumers, reinforcing its position as a leader in the luxury fashion market. The brand’s commitment to inclusivity resonates with consumers from all backgrounds, making Gucci a symbol of progressive values in the industry.
Gucci’s marketing campaigns, known for their artistic and visually captivating nature, have played a significant role in engaging consumers across various platforms and maintaining the brand’s status as a leading fashion brand. The brand has successfully cultivated an image of sophistication, elegance, and innovation, appealing to consumers who seek unique and bold fashion choices.
Furthermore, Gucci’s success can be attributed to its ability to redefine luxury by embracing digital marketing and creating a unique customer experience. The brand has invested in digital innovation, enhancing its global recognition and sales performance. Through social media and influencer collaborations, Gucci has reached a wider audience, driving sales and creating a loyal customer base.
Gucci’s creative collaborations with renowned artists, fashion designers, and influencers have contributed to the brand’s innovative products and maintained relevance with both old and new generations. By targeting specific demographics, such as millennials, Gucci ensures its brand appeal to diverse consumer segments.
Over the years, Gucci’s marketing evolution has reflected changes in fashion and culture. The brand’s historic marketing campaigns, such as the promotion of the Jackie Bag named after Jackie Kennedy Onassis and the introduction of the iconic Gucci loafer in the 1960s, have significantly contributed to its brand recognition and market positioning.
| Statistics | Key Insights |
|---|---|
| Gucci achieved 41% of the Group’s luxury houses’ overall organic revenue growth in 2022, driven by its focus on circularity and purpose-driven initiatives. | Gucci’s strategic focus on circularity and purpose-driven initiatives has fueled significant revenue growth within the luxury group. |
| Over 50% of Gucci’s customers are 35 years old and under. | The brand’s appeal to younger consumers highlights its ability to connect with the next generation of luxury fashion enthusiasts. |
| Gucci’s revenues in 2019 reached €9.6 Billion. | Gucci’s exceptional revenue figures in 2019 demonstrate its strong market position and financial success within the luxury fashion industry. |
The Power of Gucci’s Visual Branding
Gucci’s visual branding is not just a design element; it is a powerful tool that defines the brand’s identity and creates a strong connection with its target audience. At the heart of Gucci’s visual branding is its iconic double-G logo, which has become synonymous with luxury and sophistication. The logo represents the brand’s rich heritage and serves as a symbol of authenticity and exclusivity.
With its clean lines and elegant design, the double-G logo embodies Gucci’s commitment to craftsmanship and attention to detail. This logo can be seen prominently displayed on Gucci’s products, including apparel, handbags, shoes, accessories, watches, jewelry, fragrances, and cosmetics. It acts as a visual seal of quality, reassuring consumers that they are purchasing an item of exceptional craftsmanship.
Gucci’s use of trademark motifs further enhances its visual branding. The iconic diamanté pattern, inspired by a canvas used in the brand’s luggage and handbag designs, is another distinctive element that sets Gucci apart. This motif is often incorporated into the brand’s products, adding a touch of elegance and sophistication.
By leveraging its visual branding across various marketing channels, Gucci creates a cohesive brand experience for its customers. Whether it’s through print and digital advertising, social media engagement, collaborations, or participation in fashion events, Gucci’s visual identity remains consistent, reinforcing its luxury positioning and attracting high-end consumers.
Gucci’s visual branding has also been instrumental in securing celebrity endorsements. High-profile ambassadors like Harry Styles and Dakota Johnson have not only raised brand awareness but have also contributed to Gucci’s image as a fashion-forward and trendsetting brand. Their association with Gucci further reinforces the brand’s authenticity and exclusivity.
Gucci’s commitment to sustainability is also evident in its visual branding. The brand has embraced eco-friendly materials and initiatives like the Carbon Neutral Challenge, showcasing its dedication to responsible and ethical practices. This commitment to sustainability not only resonates with environmentally conscious consumers but also adds value to Gucci’s brand image.
Through its visual branding, Gucci has successfully positioned itself as a global luxury brand that combines heritage, craftsmanship, and innovation. The iconic double-G logo and trademark motifs, along with Gucci’s commitment to authenticity and exclusivity, create a visual language that speaks to affluent consumers and sets the brand apart.
Embracing Digital Platforms for the Younger Luxury Market
Luxury brands understand the importance of adapting to the digital age and harnessing the power of digital platforms to engage with younger luxury consumers. With social media strategies playing a pivotal role in brand exposure, platforms like Instagram and Twitter have become essential channels for reaching and connecting with the younger audience.
One notable example of a luxury brand successfully leveraging a digital platform is Gucci’s collaboration with TikTok. As a platform dominated by Gen Z users, TikTok provides a unique opportunity for luxury brands to engage with this demographic in the fashion industry. Gucci’s TikTok Challenge, for instance, generated millions of views and interactions, leading to increased brand visibility among younger audiences.
What made Gucci’s TikTok campaign particularly impactful was the user-generated content it generated. Participants in the challenge created authentic and compelling content that could be repurposed across different marketing channels. By tapping into the creativity of the TikTok community, Gucci was able to enhance its brand image and connect with younger consumers in an organic and engaging way.
Gucci’s success in the TikTok Challenge can be attributed in part to its collaboration with TikTok influencers, who helped amplify the campaign by reaching millions of followers and encouraging widespread participation. This collaboration highlights the importance of working with influencers and leveraging their influence to connect with hard-to-reach demographics.
The success of Gucci’s TikTok Challenge underscores the significance of embracing emerging digital platforms to access younger luxury consumers. By adopting innovative digital marketing strategies and exploring new avenues, luxury brands can tap into the vast opportunities that these platforms offer and strengthen their connection with the younger market.
However, it’s important to note that embracing digital platforms goes beyond just TikTok. Luxury brands need to have a comprehensive social media strategy that encompasses various platforms to maximize their reach. From Instagram to Twitter and beyond, each platform plays a unique role in engaging with younger luxury consumers and building brand loyalty.
| Platform | Statistical Data |
|---|---|
| TikTok | Gucci ranks as the most popular luxury brand on TikTok with 1.6 million followers. The Gucci TikTok Challenge generated millions of views and interactions, reaching younger audiences and increasing brand visibility. |
| Search Interest | Gucci received 15.2% of the total search interest for luxury goods in 2020, indicating its strong presence in the digital realm. |
| Social Media | Gucci was the third most popular luxury brand on social media in terms of total audience size as of April 2021, following Louis Vuitton and Chanel. |
Strengthening Brand Visibility through Influencer Collaborations
In today’s digital age, influencer collaborations and celebrity endorsements have become essential strategies for luxury brands to enhance their brand visibility and connect with targeted audiences. Luxury brands like Gucci have recognized the power of influencer marketing in reaching wider audiences and amplifying their brand exposure.
By partnering with influential personalities who have a massive following and engaged communities, Gucci has successfully increased its brand visibility and credibility. These collaborations allow Gucci to leverage the influence and reach of these individuals, ensuring that their brand message reaches the right audience.
Gucci’s #GucciGram campaign in 2015 is a notable example of how influencer collaborations can generate significant engagement and brand exposure. The campaign witnessed a surge in social media engagement, with millions of people actively participating and contributing to the hashtag. This increased engagement translated into an increase in sales, particularly among younger demographics, indicating a positive impact on revenue generation.
Following Gucci’s success, other luxury brands like Burberry have also recognized the effectiveness of influencer collaborations. Burberry’s “Art of the Trench” campaign resulted in a significant uptick in the sales of its trench coats, demonstrating the campaign’s effectiveness in boosting sales. The campaign attracted millions of visitors to its dedicated website within the first year, showcasing a high level of online interest and engagement.
The luxury industry has acknowledged the impact of these campaigns, with Burberry’s “Art of the Trench” campaign being recognized as a benchmark for future digital campaigns. This industry acclaim highlights the innovative approach that luxury brands are taking to enhance their brand visibility.
In addition to increasing brand exposure, influencer collaborations allow luxury brands like Gucci and Burberry to stay relevant and engage with their younger target audiences. By partnering with influencers who resonate with these demographics, luxury brands can reinterpret their heritage in contemporary contexts and inspire a new generation of customers.
Overall, influencer collaborations and celebrity endorsements play a crucial role in strengthening brand visibility for luxury brands. These collaborations enable brands to reach targeted audiences, boost brand exposure, and expand their market presence. By embracing influencer marketing, luxury brands can enhance their brand visibility and connect with their audience in meaningful ways.
Premium Brand Positioning and Craftsmanship
In the competitive luxury fashion industry, premium brand positioning and exceptional craftsmanship are crucial factors that contribute to a brand’s success. Gucci, a renowned luxury brand, excels in both these areas, solidifying its position as a global leader.
Gucci’s commitment to premium brand positioning is evident in its diverse range of products. The brand’s assortment is carefully curated, with a balanced offering of trend-oriented articles and classic styles. This strategic approach allows Gucci to appeal to a wide range of consumers while maintaining its reputation for timeless elegance and sophistication. The brand’s emphasis on classic styles ensures that it remains relevant and appealing to consumers of all ages.
Craftsmanship is a cornerstone of Gucci’s brand identity. The brand takes pride in its meticulous design process and the use of high-quality materials. Gucci leverages traditional manufacturing techniques and combines them with innovative approaches to create products that exemplify excellence. From handbags to clothing and accessories, every Gucci item showcases impeccable craftsmanship that sets it apart from its competitors.
Gucci’s premium brand positioning and commitment to craftsmanship contribute to the brand’s exclusivity. By offering products that are meticulously designed and crafted, Gucci creates a sense of luxury and prestige for its customers. The brand’s loyal customer base is attracted not only to the products themselves but also the experience and status that comes with owning a Gucci item.
Furthermore, Gucci’s brand identity plays a vital role in its premium positioning. The brand has successfully established itself as a global icon, with a rich history dating back to 1921. Gucci’s recognizable logo, exceptional quality, and innovative designs have solidified its position in the luxury fashion industry.
With its premium brand positioning, emphasis on craftsmanship, and commitment to exceptional design and materials, Gucci continues to set the standard for luxury fashion brands worldwide.
The Role of Digital Innovation in Luxury Branding
Digital innovation is a vital component of luxury brands’ overall marketing strategy, helping them stay relevant and competitive in a rapidly evolving marketplace. Gucci, a prominent luxury brand, has recognized the need to embrace digital innovation to enhance its brand positioning and engage with its target audience effectively.
Gucci’s approach to digital innovation encompasses various aspects of its business, including its eCommerce strategy, online presence, and customer experience. By investing in these areas, Gucci has been able to provide a seamless and luxurious online shopping experience for its customers.
One of the key elements of Gucci’s digital innovation strategy is its focus on personalized services. Recognizing the preferences of millennial consumers, Gucci has tailored its marketing techniques to resonate with their desire for unique and individualized experiences. This personalized approach has allowed Gucci to build strong connections with its target audience and foster brand loyalty.
Furthermore, Gucci has leveraged innovative digital technologies to enhance its customers’ online experience. The brand has embraced AI-powered tools and co-creation platforms, enabling customers to actively participate in the design process and create customized products. This integration of technology not only aligns with millennials’ preferences but also adds a touch of exclusivity and creativity to the brand.
Gucci’s digital marketing campaigns have also showcased their commitment to digital innovation. The brand effectively utilizes social media platforms to engage with their target audience and create captivating content that resonates with them. By leveraging eye-catching creativity, Gucci has successfully captivated the attention of millennial consumers and positioned itself as a trendsetter in luxury fashion.
The implementation of digital innovation strategies has led to significant growth in Gucci’s revenue. By embracing technology, Gucci has enhanced its online visibility, attracting a wider customer base and expanding its loyal fanbase. Additionally, Gucci’s immersive website experiences and collaborations with influencers and celebrities have further strengthened its brand presence and appeal.
As the luxury industry continues to evolve, digital innovation will play an increasingly vital role in luxury branding. The integration of technology will enable brands like Gucci to adapt to changing consumer preferences and provide enhanced and personalized experiences. By embracing digital innovation, luxury brands can create stronger connections with their target audience and position themselves as leaders in the industry.
| Statistics and Insights | Key Findings |
|---|---|
| Gucci’s Revenue Growth | Gucci experienced a significant increase in revenue following the implementation of innovative marketing strategies. |
| Millennials in the Luxury Market | Millennials represent about one-third of the luxury consumer base, making their preferences crucial for luxury brands like Gucci. |
| Online Presence and Customer Engagement | Gucci’s immersive website experiences and social media presence have successfully connected with younger consumers, expanding their loyal fanbase. |
| Personalized Experiences | Gucci’s focus on personalized services aligns with the needs of millennials for unique and individualized experiences. |
| Innovative Marketing Campaigns | Gucci has effectively utilized social media platforms and eye-catching creativity to appeal to their target audience. |
| Integration of Technology | Gucci has embraced digital technologies like AI and co-creation platforms to enhance customer experiences and foster brand loyalty. |
The Impact of Generational Marketing in the Luxury Industry
The luxury fashion industry has undergone significant changes, propelled by the recovery of the global economy, shifts in consumer groups, and the rise of digital marketing. Luxury brands, like Gucci, have recognized the importance of generational marketing in understanding consumer behavior and effectively targeting millennial consumers, who hold significant purchasing power.
Understanding Generational Differences
Each generation has unique characteristics and preferences that influence their consumer behavior. Baby Boomers, born between 1946 and 1964, value traditional luxury brands that emphasize heritage and craftsmanship. Generation X, born from 1965 to 1980, prioritize quality, efficiency, and authenticity. Millennials, born from 1981 to 1996, are digital natives who value experiences, sustainability, and ethical production. Generation Z, born from 1997 onwards, seeks individuality, authenticity, and transparency in the brands they choose.
Research has shown that millennials and Gen Z consumers represent approximately 50% of Gucci’s total sales. Millennials, in particular, prioritize personal satisfaction and purpose over outward displays of status. They are inclined to pay extra for sustainable luxury products that align with their social values, making sustainability and ethical considerations increasingly significant for luxury brands.
Targeted Campaigns for Millennial Consumers
To effectively reach millennial consumers, luxury brands like Gucci have shifted their marketing strategies. A Deloitte survey revealed that social media is the primary source for high-end fashion and luxury product trends for 20.5% of millennials. This showcases the importance of establishing a strong online presence and leveraging social media platforms.
Additionally, the luxury fashion recommerce sector has emerged to cater to online-savvy millennial consumers. Platforms such as Luxury Garage Sale, Farfetch, TheRealReal, Poshmark, and thredUP provide an avenue for millennials to access luxury fashion in a sustainable and cost-effective way.
| Generation | Characteristics |
|---|---|
| Baby Boomers | Value traditional luxury brands emphasizing heritage and craftsmanship |
| Generation X | Value quality, efficiency, and authenticity |
| Millennials | Digital natives valuing experiences, sustainability, and ethical production |
| Generation Z | Value individuality, authenticity, and transparency in brands |
Balancing Between Generations
Gucci’s success lies in its ability to balance between catering to new millennial consumers and retaining its traditional customer base. The brand has been influenced by younger consumers, leading to a more youthful trend while still maintaining its luxury appeal. This delicate balancing act is crucial for luxury brands to navigate the generational landscape and secure long-term success.
Conclusion
Gucci, founded in 1921 by Guccio Gucci in Florence, has successfully established its global market presence and solidified its position as a leader in luxury fashion branding. Through its comprehensive global marketing strategy, Gucci has effectively utilized digital marketing, personalized experiences, and brand positioning to capture the attention and loyalty of millennial consumers. The strategic direction of Creative Director Alessandro Michele has been instrumental in transforming Gucci’s offerings and appeal, particularly to a younger demographic.
Gucci’s emphasis on fostering creativity among its employees and its commitment to sustainability initiatives have further enhanced its image as a forward-thinking brand in the luxury industry. By strategically leveraging digital platforms and influencer collaborations, Gucci has been able to reach a wider audience while maintaining its exclusivity and luxury status.
With a rich heritage and a focus on innovation, Gucci has successfully reinvented itself to meet the evolving demands of the market. The brand’s ability to balance tradition with contemporary values has been crucial to its enduring success. In conclusion, Gucci’s global marketing strategy has allowed it to maintain its position as a leader in luxury fashion, combining digital innovation, brand storytelling, and a commitment to craftsmanship and quality.
