Gucci refocuses on exceptional and unforgettable customer service
Project: Motivate, up skill and support luxury retail Gucci team for service excellence.
Industry: Global Luxury retail
Overview
Gucci enlists Laurel from Prep People to enhance the appearance and presentation of its retail team. This initiative aims to improve standards, streamline presentation policies and foster a polished, consistent image for the brand.
Objective:
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New look fresh and fashion forward retail professionals
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Improve customer experience for Gucci brand
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Re-design grooming policy and standards for the luxury retail team
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Motivate and lift the standard of personal presentation of retail team
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Ensure standards stay high over the long term and simple effective implementation for new team members
Approach
Laurel and her team redesigned the grooming policy for Gucci Australia with pared back fresh and modern makeup and understated hair design options for retail team members, then embarked on a national road show delivering workshops to all Australia Gucci retail experts.
The Prep People team communicated these designs via interactive face to face workshops which allowed for bespoke tailoring of designs to suit individuals. They also spent time with retail managers coaching them on managing grooming in other and keeping motivational levels high in their team. This training included the highly regarded “having difficult conversations” component.
Prep People also provided regular mystery shopper reporting to Gucci for an ongoing period post training.
Outcomes
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Immediate impact: A cohesive yet individually tailored and polished in-store team perfectly poised to deliver an unforgettable customer experience.
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Lasting results: A vehicle for which to clearly and simply communicate to new retail team members the policy and how to achieve the Gucci retail expert look from day one.
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Improved team autonomy: Supported retail managers to manage grooming in their team effectively and fairly.
Conclusion
Laurel breathed new life into the retail team on a National scale. We saw motivation levels rise and stay high, and an immediate improvement in the consistency and standard of personal presentation as a direct result of the face to face training Laurel delivered. Feedback from participants was very positive, also the Managers report experiencing a high level of support and better relationships with their team around personal presentation. All in all a very successful collaboration. Thank you Laurel for a wonderful result.
I had the pleasure of working with Laurel Brown from Prep People during my time at both Gucci and Nespresso, where we worked together on national programs designed to elevate brand presentation, customer experience and team engagement across Australia. At Gucci, Laurel partnered with us through the development of a new Grooming Policy and Presentation Standards. She led a national roadshow of workshops, engaging retail teams and managers through hands-on, tailored training. Additionally, I engaged Laurel at Nespresso to deliver a National Grooming Program and Online Training aligned with the launch of our new uniforms. Laurel and her team developed a sleek, modern grooming framework that complemented Nespresso’s aesthetic. In both collaborations, Laurel demonstrated exceptional professionalism, creativity and strategic understanding of how presentation impacts brand and culture. She is engaging, practical, and always focused on delivering lasting results. I would highly recommend Laurel Brown and Prep People to any organisation looking to elevate brand standards, empower customer-facing teams, and align appearance with a premium customer experience.
Nicole Cantero, HR Business Partner &Training Manager, Nespresso Australia NZ, and Human Resources Manager, Gucci Australia.