Nina Torres, Larissa Cheff,
Megan Fallon
Brand Project #1
WHY:
“Redefining Modern Luxury Fashion”
HOW:
- Tailoring
to a younger consumer
- Celebrity
Appearance in Advertisements
o Recently, Gucci has started
using celebrities to appear in their advertisements.
By using recognizable people
to promote their product it will give the brand a face of people who wear the
product.
This can influence younger
people who admire these celebrities to want to buy the product. After using
this tactic,
Gucci’s clothing has become
extremely trendy. Everyone has a Gucci belt, or the sliders.
- Celebrities
include:
- Harry
Styles
- Lana
del Rey
- Jared
Leto
- Influencers/Blogger
Endorsements
- To
promote their product even more, Gucci has started dressing A-list
celebrities and influencers/bloggers to attend their fashion shows in
head-to-toe Gucci. Influencers and bloggers are sent certain product to
promote on their social media platforms. By scrolling through Instagram
this allows several more eyes to see the product. By seeing people on
social media posting pictures with the product creates a crave for people
to have the same thing.
- Rap
Culture
- Gucci
was recently named the most popular brand in Hip-Hop. For example, Lil
Pump’s “Gucci Gang” is irresistibly catchy. Music is another platform
Gucci has utilized to make their brand name known. Gucci is
traditionally an Italian designer, however ever since the divergence into
rap culture, Gucci has become a household name. Not only is it European,
but it has become globally marketed towards America, and all over Asia.Rap
culture has not only increased age range, but also the global impact.
- Gucci
Gang; Lil Pump
- Gucci,
Louis, Prada; Twista
- I’m
Gucci; Migos
- Louie
Gucci; King Keef
- “Gucci Mane” - named himself after the
brand
- Creation
of the Gucci Lifestyle
- The
Gucci Museum, Concept Store and Restaurant in Florence, Italy
- Located
in the heart of the Italian Renaissance, the Gucci Gallery created an immersive
experience for all visitors to understand the past, present, and future of
the brand. The Museum identifies was it means to be a part of their
heritage, the restaurant provides a high society feeling to a common
activity, and the store provides an opportunity to join their
lifestyle through a one-of-a-kind item sold nowhere else in the
world.
- Collaboration
with Dapper Dan, and the integration of streetwear
- In
the late 80s and early 90s, Dapper Dan made name for himself and his
tailoring shop in Harlem by customizing apparel to include luxury logos
and other over the top, wildly creative ideas. He had celebrity clients
in the hip-hop industry like rapper LL Cool J. He was eventually sued by
major brands brands, and he closed his shop in 1992. Decades later,
Gucci collaborates him recognizing his importance, influential designs
and how they tie directly into streetwear and culture.
- Creative
director Alessandro Michele’s desire to make bohemian luxury
- Since
2015, Michele has brought a new artistic approach to the brand by
incorporating a more natural, floral and sometimes whimsical aesthetic,
while still using high profile celebrities like Jared Leto and Lana del
Rey to be the face of certain products. “He’s selling a sensibility:
eccentric, eclectic, inclusive” (Bruni, nytimes.com). Michele is
promoting what it would feel like to be a new Gucci girl or guy.
- Modern Luxury
·
The Gucci brand was founded in 1921 in florence Italy
·
Where the product is made - Italian production
·
Today products are made in the Tuscan town of Prato outside of
Florence. This town is the center for making leather goods. It is the second
largest town in europe that is populated by Chinese people and these factories
are owned by chinese businessmen.
·
How the products are made - Real leather
·
Each craftsmen has to have at least 10 years of experiences before
working for Gucci
·
For the most popular items there are only 8 to 10 of these items
made a year.
·
Their products have very distinct lines and patterns
·
Doesn't use real fur
·
Lower prices to accommodate a larger cohort of consumers
·
Gucci wants to offer better customer value and responsible prices
·
Some items like belts and shoes have lower prices so an everyday
person can still afford them and have the experience of owning a high end
brand.
·
Gucci redefines modern luxury by still getting that “made in
Italy” label while still catering to younger generations and their styles.
WHAT:
- Men’s,
Women’s and Children’s Apparel
- Handbags
and Travel Collection
- Footwear
- Beauty
- Decor
- Jewelry,
Eyewear and Accessories
Presentation Link:
https://docs.google.com/presentation/d/1iNF3T3AGRLP9EH-59tdoef9LlYciqtR4w5s4GJOUMmk/edit?usp=sharing
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