Nina Torres, Larissa Cheff, Megan Fallon
Gucci’s
Media Brief
There are various ways Gucci has marketed themselves to the public
through successfully expressing their campaign ideas, earning publicity from
different high profile events and company controlled content that communicates
Earned
Media
- Publicity
- “Blackface
Scandal”
- Gucci
produced a line of ski masks and shoes that resembled elements of
blackface. After being called out for racism, Gucci immediately pulled
their products from all stores.
- Controversial
Ad Campaigns
- In
the late 90s to early 2000s Gucci produced several controversial and
over sexual ad campaigns. Highly acclaimed magazines such as Vogue,
Harper’s Bazaar, and Elle would not publish their advertisements.
Although it wasn’t published in any fashion magazines, several
newspapers published their ads and made it an international news story.
Although not all publicity is positive, it’s still publicity.
- Influencer
- Gucci
came in first for earned media value among luxury fashion labels with
$55.7 million in publicity and engagement.
- Sending
different products & garments to influencers allows their brand be
at high demand.
- Gucci
recently did a partnership with Jeffree Star where Mr. Star posted
images on Instagram, & a Youtube haul video speaking highly of the
product.
Shared
Media
- Social
Media - They are a part of various platforms to reach to all kinds of
consumers that are connected to popular and little known apps
- Facebook
- Over 17.5 million followers, posts mostly videos and images with
minimal captions about upcoming apparel lines and campaigns.
- https://www.facebook.com/pg/GUCCI/posts/?ref=page_internal
- Twitter
- 5.5 Million Followers, consistently posting throughout the day and
providing responses. They tweet upcoming news and events, celebrities
appearances and collection inspiration
- https://twitter.com/gucci
- Instagram
- Over 32 Million followers with 5,000+ posts, and postings containing
edited images and video. They also save themed instagram stories and
participate in Instagram TV. Posts showcase new products, campaigns,
celebrity clients and new collections.
- https://www.instagram.com/gucci/?hl=en
- Youtube
- Close to 350,000 subscribers, video collection includes video
campaigns, red carpet interviews, and runway show edits and short clips.
- https://www.youtube.com/channel/UCo6fjlKg6GuCmEMeqYbGJng
- Pinterest
- 5 Million monthly viewers with mood boards, color stories and product
inspiration
- https://www.pinterest.com/gucci/
- Snapchat
- the platform is used for certain periods of time that allow users
access for only 24 hours to see exclusive content
- Partnerships
- Dapper
Dan Collaboration
- Former
rivals now working together speaking to their underlying theme of
innovation and connection. This partnership helped re-open the Harlem
Atelier and produced a new collection together. This move helps speak to
a new generation of Gucci loyalists and luxury shoppers.
- https://fashionista.com/2018/07/gucci-dapper-dan-collection-clothing-accessories
- UNICEF
- “Chime
for Change” - started with partners Beyonce and Salma Hayek as a global
campaign focused on empowerment for women and young girls to help create
change in areas like education, health and justice.
- https://www.unicef.org/corporate_partners/index_gucci.html
- “Snowman
in Africa” - 2009 limited UNICEF collection of handbags, accessories and
a book with 100% of the proceeds going to the organization
- https://hauteliving.com/2009/11/gucci%E2%80%99s-snowman-in-africa-charity-collection/12051/
Owned
Media
- Content
- Website
- The
Gucci website is aesthetically pleasing so the way the website is
designed is similar to the way the clothes are designed.
- Gucci
Book
- Gucci
makes books that show the different collections that they have done. For
example there is a book called Blind For Love by Nick Waplington. This
book shows behind the scenes images at the Cruise 2017 fashion show for
Blind For Love. There are also other books that were made that shows
behind the sence images from each collection.
- Physical
- Gucci
Museum
- This
museum is in Florence Italy. It shows how the Gucci designs have grown
over the years and also how the leather goods are manufactured. It also
shows historical bags, clothes, and accessory. This museum also has
different art pieces, a library, and a cafeteria.
- Stores
- All
stores are owned by the Gucci company so they have control over the
image of the store. They also have control over all products that come
in and out of their stores. In total there are 500 Gucci stores
worldwide.
Paid
Media
- Print
- Magazines
like Vogue, Instyle and Harper’s Bazaar show luxury ad campaigns within
the first ten to fifteen pages of the magazine
- Billboards
are placed in strategic areas of affluent towns and cities where luxury
is a part of the lifestyle
- Digital
- Updates
and events about Gucci are mass emailed out to everyone signed up for
their mailing list
Presentation Link:
https://docs.google.com/presentation/d/11Qw152-5wCcTFvbO1B7cwxmofuFs4bfJwfhCxaVq6G0/edit?usp=sharing
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