Fashion Branding Remastered: Millennials Are Crazy For Gucci, and Here's Why...
Luxury brands— it used to be exclusive and for the elites. Today, luxury brands like Gucci are becoming more and more popular amongst the younger generations. But why? With such a high price point, why are the demographics millennials in today’s world? Runway shows that feature models strutting down with human heads and a surgical ambiance, Gucci’s Fall 2018 show was definitely one of the many reasons why millennials are captivated by the brand and will forever remain loyal. The brand is not afraid to step out of the box and defy conventions and the social norms. However, for millennials, the brand is all about status.
Marco Bizzarri, CEO of the brand, discusses the use of technology and how important it is to apply that to the brand today. Living in today’s world, millennials thrive off of technology and when you incorporate that into fashion, you’ve got them hooked. Creative director, Alessandro Michele has changed the brand’s image quite a bit in the last couple of years. Without changing too much and still sticking to its roots, Gucci has embraced streetwear and pop culture. Since the logo has undertook a different direction, millennials are embracing it. This has been a huge factor as to why millennials love the brand. With the vibrant colors and the intense patterns, logoism seems to be the only “simple” thing when it comes to the brand. For example, the GG Marmont handbags and the logo — you can’t miss it. It says “GG” right there. It is enough for the early 20-something-year-old to want to buy it just for the logo. The brand is definitely an “in-your-face” sort of brand and millennials love it. Having the opportunity to show your friends you can afford a $300+ leather belt? Sure, why not.
What better way to seek symbols for social status than to purchase luxury items? Gucci has been one of the more well-known luxury houses for decades now to say the least, every teenager knew about Gucci before any other luxury brand. Celebrities like Billie Eilish and Rihanna are known to be brand ambassadors.
By simply seeing their favorite singers, actors and bloggers wear the brand, is enough for the millennials to want to wear it themselves. The reason why Gucci is a brand that is unable to be emulated or mimicked is because their approach to the market is nothing but natural. The brand has been around for my grandmother to love it, my mother to love it and now myself, and it will continue on for the next generations to come.
Cover image via Hello Smart Blog