Gucci is the darling brand of new generations

Gucci, the darling brand of the new generations, celebrated 100 years in 2021, recorded growth in sales in 2018 among a younger audience (of 18 a 35 years). Since Alessandro Michele took over the creative direction, sales increased (fall in the pandemic, but not in digital range). Everything that comes out of there is copied and considered extremely avant-garde.. The communication work follows the two-speed strategy (60%/40% of marketing budget for the short and medium term). Michele traded the Gen X consumer for Millennial and Z customers, and embraced diversity in all its forms. To talk a little more about this scenario, Carlos Ferreirinha, President of MCF Consultoria and Bento Store, talked to Connectarch and told a little about the secret of this success.

Alessandro Michele – Creative Director at Gucci.

At Gucci, ou Casa Gucci, Italian luxury fashion brand, founded in 1921, is stronger than ever and goes beyond: a brand that is on the mind and that dresses young people between 18 e 35 years, the so-called 'Millennials' generation. But, it wasn't always like this. After years of decay, the florentine label reinvented itself with a winter collection in 1995 by stylist Tom Ford and, today, under the eyes of Alessandro Michele, is among the favorites of the new generations.

currently, Casa Gucci's majority partner is the French group Kering and it is worth mentioning that, since Michele delivered her first collection and took over the creative direction in 2015 – despite being part of the group since 2002 –, the brand sees its numbers grow: 44,6% of increased sales in 2017 about 2016 and recorded in the first quarter of 2018 quase US$ 2,2 billion in revenue, consolidating increase of 48,7% compared to the same period last year. the luxury consultant, Carlos Ferreirinha, says that Alessandro Michele “has succeeded in generating a fascinating balance between modernity and tradition and has surprisingly been dialoguing with current times with themes, subjects and content that are intoxicating to millennials and Gen Z.”

Breaking patterns and giving voice to minorities, according to Ferreirinha, is one of Michele's main actions. “His message is clear, direct and objective: everyone is invited to dress up in Gucci. In all parades and campaigns appear albinos, many blacks, redheads, thin, fat, trans, lgbtqia+, mixed age groups, that is, there is no pattern. All clothes are generally agenders. vintage notes, disco music of the years 70 as a backdrop and the strong expression of the Italian renaissance. The old and the new, everything changes."

Another important point that is right for this generation is to have purpose in their actions and environmental attitude.. “Gucci has been a very courageous brand in breaking standards., to believe in traditional non-alignment and Michele, a creative director, very contemporary and bold, banning the use of fur, uses the pop concept to the intellect. Sophisticated when it has to be and at the same time, streetwear in driving”, Ferreirinha scores.

For him, making fashion with sustainability and ethics can be, sim, A reality. “Anything is possible when you have the courage and daring to make the decision.. There is no innovation without risk. To innovate is to risk. Gucci has banned fur, has been able to dialogue with diversity as no brand does, surprising with new movements of raw materials, most timeless collections. There are many ways, possibilities and paths. The game is no longer whether or not it is possible to do, but, sim, what to do and what to do first.”

Who are the young consumers?

They make up the generation of those born between 1981 e 1996 and are ranked among young millennials, that has between 25 a 32 years, e os old millennials, of 33 a 40 years. This is a generation that 'grew up' in the midst of the development of great technological advances.. With easy access to practically everything and in an extremely urbanized environment, Millennials have culture as their main source of education, inspiration and entertainment. Generation Z, on the other hand, is composed of those born between the second half of the 1990 until the beginning of 2010.

Stay on top of all our content here on our BLOG or access our content platform on the website CONNECTARCH for more news about trends, fashion and decoration.