Gucci has consistently produced some of the most avant-gardes and engaging social media campaigns of the year, experimenting with creative formats and collaborations (from #GucciGram to #TFWGucci).
The Gucci brand has been rejuvenated with a modern look and innovative digital marketing initiatives led by CEO Marco Bizzari and creative director Alessandro Michele.
Said to have “cracked the luxury code with Millennials” as evidenced by its revenue, Gucci is trying to “redefine modern luxury fashion” with its socially-conscious approach to marketing, innovative digital initiatives and maximalist aesthetic that seems to be “Made for Instagram.” Gucci’s vibrant designs and signatures (such as bold florals, clashing prints, snake graphics and green and red stripes) have become highly coveted and fuel Gucci’s high online engagement rates.
An influencer’s favourite, Gucci’s accessories such as their Princetown slippers, designer sneakers and the GG logo belt have struck a chord with the younger affluent generations and have taken social media by storm.
The brand also appointed a “committee” of millennial digital natives, allowing it to better engage with the coveted younger generation. Millennials make up more than half of Gucci’s customers.
One of the fastest growing luxury brands in the world when it comes to brand value, Gucci is also the most searched fashion brand in the world on Google in 2017 and 2018.
Gucci is owned by fashion conglomerate Kering, which is controlled by French billionaire Francois Pinault.