Brunello Cucinelli Case Study

Communication and
Marketing
Definition
 the act or process of using words, sounds, signs, or behaviors to express or

exchange information or to express your ideas, thoughts, feelings, etc., to
someone else
Communication process
Brunello-cucinelli-The Human Brand
Brunello-cucinelli
 Cucinelli grew up in a rural
agricultural community outside of
Perugia. His childhood home had no
electricity or running water.
 After passing a diploma as a
building surveyor, he started
studying engineering at university
but then dropped out.
 The sentiment of doing something
“for the dignity of humankind” led
him to the founding of his company
in 1978
Cashmere
 Luciano Benetton in those years gained success
with the production of multi-coloured woollen
sweaters that it was an innovative idea at the
time.
 Cucinelli was inspired by this idea and also
decided to produce colored cashmere sweaters.
 He chose cashmere as the material because he
“wanted to manufactured something that never
goes waste. There is something precious about
cashmere. Very rarely you throw it away.
 It has the fascination of eternity. You either pass
it along, or you find another use for it, but there
is 3 something eternal about it” (Koh, 2015)
 Now sells all hand-made menswear, women's
wear, and accessories
Human touch
 Right conditions to work, and a beautiful place(Mead, 2010).

 He pays his workers 20% above the average of the industry
(LaRocca, 2014).
 He provides his employees with outstanding working conditions
and facilities, surrounded by friendly environment and shared
values.
 An emphasis is placed on the importance of family and socialising.
In fact, he does not allow his employees to work after 5.30 pm
because they should spend enough time with their families and
need their rest.
 Brunello Cucinelli usually eats with his employees, providing them
an extensive, high quality, handmade lunch for just a few euros
(Davis, 2015).
 Cucinelli’s approach to leadership also played a key role in
overcoming the financial crisis of 2008. Whilst other companies
where firing employees, cutting wages and reducing investments,
Brunello Cucinelli brought all his employees together and
declared: “tomorrow will be another day. Don’t be scared. We’ll
all work harder and be more creative” (Gwyther, 2014).
Donations and Charity
 Another important aspect about this company is
the ‘Brunello and Federica Cucinelli Foundation’
where Brunello is donating 20% of his personal
profits every year (Gelardini, 2014).
 Cucinelli’s humanistic approach was highly valued
by the market, leading to a 50% increase in the
stock price at the first day of trading (Fagnani,
2012; Roberts, 2012).
Philosophical Angle-Public relations
 Wants cities and towns to be

populated by individuals that work
and live there.
 The town of Solomeo, built in the
late 12th and early 13th centuries, is
home to 500 or so residents, in
addition to Cucinelli and his
immediate family.
 He refurbished the village ,restored
18th-century church, academies for
children, and a new amphitheater
and theater, whose 200-seat
 The Foundation also sponsored with 2
million euros the restoration of an
old monument in Perugia and the
construction of a hospital in Malawi
(LaRocca, 2014)
Consumers Behaviour
 100 boutiques in 2018(Singh 2019)

 Brunello Cucinelli offers a unique kind of product
to a specific customer segment. The special story
of the company, the extremely high quality of
materials and the unique location in which the
goods are produced give them a specific character
that allows Cucinelli to charge a premium price.
 It is important to notice that the major visible
characteristic of the products is the absence of
the logo in the visible parts of the product.
 It gives the buyer the perception of buying
something special without flaunting it, which is
particularly desired by elite people.
 Brunello Cucinelli’s net revenues for 2018 rose by
10.7 percent to reach 553 million euros (626
million dollars).
Covid strategy
 The Italian brand Brunello Cucinelli’s answer to this
problem is to give it away, instead of marking it down
or selling it to a discount retailer.
 The production value of the surplus clothing resulting
from the temporary closure of its boutiques due to the
pandemic is estimated at €30 million (US$34 million)
 The company felt the desire to gift mankind with those
garments that are still in our boutiques due to the
temporary interruption of sales.The merchandise will
be relabeled "Brunello Cucinelli for Humanity" and will
be distributed to a network of partners, who will
receive the garments in packages containing 40 to 50
pieces two or three times a year.
 To manage the donations, the company set up a
"Council in Support of Mankind," made up of 10 people
—six are family members, and the rest employees of
the company
Advertising
 https://www.brunellocucin
elli.com/en/campaigns-cor
porate
 https://issuu.com/noramad
ariaga/docs/brunello_cucin
elli_interactive
Problem with the Case!!!!
Other like HIM!!!
Others like Him
Doubts

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Communication and

 the act or process of using words, sounds, signs, or behaviors to express or

 Right conditions to work, and a beautiful place(Mead, 2010).

 Wants cities and towns to be

 100 boutiques in 2018(Singh 2019)

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