By: Jessica Bond
Posted on: August 13, 2018
It is no secret that the millenial generation is rewriting the rules of consumerism and style. These new rules have, of course, affected many a brand’s old strategies. Gucci was one of them.
According to Euromonitor International, in 2014, 50% of Kering Group’s sales were generated by Gucci. Despite that, Gucci’s weak performance undercut very strong growth from other parts of the business, notably YSL and Bottega Veneta. Kering Group, along with these three labels, also owns Balenciaga, Brioni, Alexander McQueen, Boucheron and Pomellato among others.
The digital consumer was demanding more understated brands and logos, a trend which was also gaining acquiesce among the fashion cognoscenti and press, directly threatening Kering’s key label, Gucci.
But tables turned once Alessandro Michele gained his position as Creative Director of Gucci. He bought over many ingenious changes and fueled retail expansion, leading to Gucci’s regeneration. Indeed, we did analyze the creative u-turn Mr. Michele did in his very first collection itself. By 2016, Gucci was back at the top of the sales list for Kering Group, leading us to wonder exactly what magic spell did he use? Therefore, according to our research and observation, here are the 5 ways in which Mr. Michele reinvented this famous luxury brand.
Under the razor-eye approval of Alessandro Michele, Gucci collaborated with many celebrities and artists such as artist Coco Capitan and singer Harry Styles. From creating special t-shirts to photographic campaigns, collaborating with artists and using celebrities to star in latest ads helps show the versatility of the brand and appeal to a younger demographic. Not to mention the barrage of ideas and designs that the brand gets, making it pretty much a luxury artist-aided brand.
2. VINTAGE TOUCHES
Going vintage is one of the latest trends in Gucci and has become its signature look. For Gucci’s Cruise 2018 and 2019 shows, ancient Rome and Greece served as inspiration for the collection and decor, showing how vintage can also be modern and fashionable. Mr. Michele recreated vintages ideas, that would normally been seen as ‘dated’, to reach a more diverse clientele. The brand’s Pre-Fall 2018 collection, for example, mixes geeky checks with glamourous ruffles and shine to put together a vintage-style collection.
There is no doubt that streetwear trend has taken the fashion industry by storm. With sneakers and backpacks taking over the ramp, many luxury brands’ collections incorporate streetwear elements, and Gucci is no exception. Alessandro Michele collaborated with artists Trevor Andrew and designer Dapper Dan to recreate the traditional Gucci attire to fit an urban streetwear aesthetic. So welcome puffed jackets, washed out (almost faded) denims, track suits and baseball caps.
4. DIGITAL PRESENCE
In today’s social media-driven world, having a strong social media presence is essential to luxury fashion brands. Gucci’s digital presence has soared since Mr. Michele became the Creative Director. With an Instagram following of almost 30 million, Gucci now has the ability to showcase the brand’s identity through social media to be able to compete with the growing number of millennial shoppers. Not to forget digital projects such as Gucci Places, #TFWGucci and Gucci 4 Rooms.
5. GUCCI DECOR
In 2017, Gucci announced its line of home decor which featured a wide range of items, allowing shoppers to decorate their homes in the latest Gucci trends. Few luxury brands, have made the move into home decor. Making this move gives the Gucci brand a lead in the constantly evolving fashion market. The brand’s décor collection borrows motifs from Gucci’s fashion styles, therefore creating a seamless connection between the wearing and the living.
Trends come and go, but what sticks in the luxury fashion industry is being innovative when it seems like everything has been done before. Alessandro Michele has brought a new life to the once traditional Gucci brand, and it’s only the beginning. He’s here to completely Guccify our life.