Everyone has heard of Gucci.
Despite the brand's exclusivity and unattainability for most consumers, it's always been popular.
Gucci's fame can be attributed to its appeal to rich public figures.
Celebrities and elites wear Gucci all the time. As a result, it's always been the talk of the fashion industry.
In fact, Gucci gained a massive $4.4 billion on revenue last 2016.
How does Gucci stay on top? In part through marketing strategies that focuses on creating an immersive ecommerce experience and online awareness.
1. Gucci Website Redesign and Relaunch - transformed the ecommerce experience
Most luxury brands are defined by the luxurious shopping experience they offer.
Shopping in Gucci's majestic stores is a unique experience. But how does a luxury brand recreate the same experience online?
Gucci's online store features ready-to-wear collections that are curated as they appear on the runway.
"They have brought to life their world — it’s curated in a way that it represents the life of the Gucci woman in a very smart and subtle way, while still making the consumer feel that they want to live in this world.” said Schatzberg, president of digital agency Wednesday, in an interview.
Buying a $10,000 Gucci handbag or a $100 nail polish is fairly easy. The site offers free returns, find-in-store options, product information and gift wrapping.
Gucci also places customer services options on each product page, so that customers can easily get in touch with salespersons.
2. Gucci Publishes Image-Driven Content
Gucci has always projected an aura of elitism and luxury. And, it has a collection of visually rich imagery to thank for it.
Its website features a plethora of visual content featuring the brand's collections and campaigns.
The product pages are filled with high-quality images of its products. Additionally, these images can be viewed in multiple angles and consumers can zoom in on the photos.
Gucci's high-quality images and attention to detail prove that it's a luxury brand, that's a cut above the rest.
3. Brand Visibility and Popular Culture
Gucci has been worn by a number of highly successful artists in their most successful performances.
Some examples of such performances include Lady Gaga's rendition of the the National Anthem at the 2016 Super Bowl. During her performance, she wore glittery red Gucci suit pants and white and blue platforms, designed by Alessandro Michele.
Gucci had another noteworthy collaboration with Beyonce in her famous video "Formation." The video featured Beyonce with an array of female dancers clad in similar custom-made Gucci crop tops, leggings and high-waist booty shorts.
Fast forward to her groundbreaking album "Lemonade," she wore a Gold Gucci suit from the Spring 2016 collection.
These celebrity collaborations show Gucci's dedication to be a part of popular culture.
“If the story you’re selling and the dream you’re trying to create doesn’t relate to popular culture and people at large, your channels are not going to drive growth,” Ian Schatzberg, president of digital agency Wednesday said in an interview.
Its emphasis on popular culture has led the brand to dominate world's most prominent fashion magazines. In fact, last January to March 2016, the brand garnered the most spring magazine covers. A total of 10 fashion magazines, from Harper's Bazaar to Vogue, were obsessed with Gucci's products.
By including the brand in popular culture, Gucci is able to expand its appeal beyond the industry's fashionistas and into the world of the average consumer.
4. #GucciGram: collaboration with Instagram's best visual artists
The #GucciGram features a series of artworks inspired by Gucci's house prints created by Insta-famous and up-and-coming Instagrammers.
Among the submissions were the photograph by @f_fleur (An Nguyen). Her work features a model who holds a Gucci print handbag like a sacred object.
Another image by Sara Rainoldi (@sararainoldi_) who recreated Gucci's flower prints in a stunning painting.
According to Gucci's Alesandro Michele, "#GucciGram is a starting point to tell different stories, which are all united by a great freedom. Today creativity is often born and finds its voice in digital media, a vital source of visual culture.”
The campaign resulted in an online platform where artists from around the world were able to creatively express their interpretations of Gucci's patterns.
By inviting Insta-famous visual artists to recreate Gucci's patterns, and making it a part of their own campaign, Gucci is able to create tons of online hype.
5. That Feeling When Gucci: uses memes to sell wristwatches
Memes—images or animated gifs paired with clever text—are always hot in social media. Millennials love to like and share them with their friends either because they're witty or funny.
Guuci took advantage of this trend when they launched the new Le Marche des Merveilles collection of watches. The brand commissioned a handful of famous Internet artists such as designer @williamcult (William Ndatila), documentarian @littlebrownmushroom (Alec Soth) and photography team @meatwreck to create a curated collection of memes that online consumers can relate to.
The campaign, called—That Feeling When Gucci or #TFWGucci— was adapted from a popular meme.
"When he gets mad a at you for being 3 hours late but you're too fire to deal with that kind of attitude," reads one caption on a photo featuring the hands of a mysterious fashionista who carries a burning rose as she glances at her new Gucci wristwatch.
"When the only face that that they'll be looking at all night is on your watch." reads a second, featuring an individual cloaked in a Gucci bag and wearing three Gucci wristwatches.
These pieces are just a few of the photos released by Gucci in their irresistible online campaign.
Here’s a recap of the lessons from Gucci’s success:
- Create an immersive website
- Publish image-driven content
- Be a part of popular culture
- Collaborate with visual artists
- Know what works in social media
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Read next: 110+ Marketing Strategy Examples
As a seasoned marketing professional with a deep understanding of luxury brands and their strategies, I can attest to the exemplary approach that Gucci has taken to maintain its unparalleled status in the fashion industry. Gucci's success can be attributed to a multifaceted marketing strategy that incorporates various elements to create a compelling and exclusive brand image. Let's delve into the key concepts outlined in the article:
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Gucci Website Redesign and Relaunch: Gucci recognizes the importance of translating the in-store luxury experience into the digital realm. The brand underwent a website redesign and relaunch, transforming the online shopping experience. By curating ready-to-wear collections as they appear on the runway, Gucci successfully brings its world to life on the digital platform. The strategic placement of customer service options on each product page reflects a commitment to customer engagement and satisfaction.
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Gucci Publishes Image-Driven Content: Gucci's emphasis on visually rich content contributes significantly to its aura of elitism and luxury. The brand showcases high-quality images of its products from various angles, allowing consumers to zoom in for a closer look. This attention to detail reinforces Gucci's position as a cut above the rest in the luxury market.
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Brand Visibility and Popular Culture: Gucci's collaborations with highly successful artists and celebrities, such as Lady Gaga and Beyoncé, demonstrate a dedication to being a part of popular culture. By integrating into the world of popular culture, Gucci expands its appeal beyond traditional fashion enthusiasts to reach a broader audience. This approach has not only translated into increased sales but has also secured the brand's dominance in prominent fashion magazines.
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#GucciGram: Collaboration with Instagram's Visual Artists: Gucci's #GucciGram campaign leverages the popularity of Instagram and collaborates with both established and up-and-coming visual artists. By inviting artists to creatively interpret Gucci's patterns, the brand generates online hype and fosters a sense of community among artists and fans. This initiative showcases Gucci's adaptability to contemporary digital culture.
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That Feeling When Gucci: Memes to Sell Wristwatches: Gucci's use of memes, a trend beloved by millennials, for the promotion of its Le Marche des Merveilles collection of watches is a testament to the brand's understanding of social media dynamics. By commissioning famous internet artists to create memes related to their new collection, Gucci effectively engages with a younger audience, capitalizing on the shareability and relatability of meme culture.
In conclusion, Gucci's success is a result of its holistic marketing strategy that encompasses online and offline experiences, collaborations with influencers, engagement with visual artists, and a keen understanding of social media trends. These lessons from Gucci's success can serve as valuable insights for marketers looking to elevate their brand strategies in the ever-evolving landscape of the fashion industry.
