No Idea No Gucci

The annual Vogue Fashion Festival was held in Paris, France, and the digitalization of luxury brands became one of the most important topics for the event. Speaking at the event, François Henri Pinault, chairman and chief executive officer of Gucci's parent company Kaeun, said that when millennial consumers chose luxury brands, creativity exceeded the history and product quality as the primary factor of their consideration. Creativity is not limited to product ideas, but also includes brand creative marketing. François Henri Pinault believes Kaifeng's brands need to bring in more young designers to keep up with Dacoz Coupon the changing tastes of young consumers. "The key is to be creative. It's our bet that we can no longer rely on history and quality alone. They, the younger generation have a great demand for personalization. "

In his opinion, creativity is the preservative for the emotional connection and long-term, stable relationship between luxury brands and a new generation of consumers. Recognizing this, François Henri Pinault appointed Alessandro Michele, Anthony Vaccarello and Demna Gvasalia as creative directors for Gucci, Saint Laurent and Balenciaga in just three years and received positive response among millennial consumers.

François Henri Pinault stressed that the new generation of designers no longer limited to the duties of each quarter's product design, creative products at the same time, it should also focus on fashion shows, marketing and digital media channels to maximize creativity Freshness of young consumers.

At the same time, François Henri Pinault believes that the continuity of the luxury brands' quarterly clothing is also important. He said that the relationship between series and series should be the same as a chapter in a book, interrelated, "Now consumers not only concerned about the new season, but also hope that the previous season's single product will be available next season."

Francois-Henri Pinault revealed in his speech, Alessandro Michele in each season to create a highly consistent and distinctive brand image for Gucci create a loyal audience. Especially for millennial consumers who are already familiar with the subject, but can conquer them as long as they are capable of demonstrating a clear-cut attitude. Thanks to this, Gucci in the third quarter ended Sept. 30 sales soared 49.4% to 1.55 billion euros, a record high.

This year in September, Gucci held in Milan Gucci Hub 2018 spring and summer series once again reflects Alessandro Michele's preference for mixed history and time. Ancient Rome, ancient Egypt, ancient Greece co-located in the same space, the show floor from places of civilization of all kinds of monuments, with the previous elements of the Renaissance mix exactly the same way, and now it has become Alessandro Michele logo style .

As the saying goes, "You are inside the bureau today, tomorrow may be out," but since the 6 season, Gucci creative director Alessandro Michele's philosophy seems to be working with each success.

Faced with the continuous rise of new media, luxury brands also had to innovate marketing strategies. Some analysts believe that, in addition to product design, the real make Gucci stand out is the brand repeatedly break the conventional marketing strategy. Francois-Henri Pinault believes that luxury brands should be digitized in two ways, one for ecommerce and one for digital content.

While some argue that the e-commerce model may undermine the uniqueness of luxury brands, Francois-Henri Pinault sees e-commerce as an additional service that luxury brands must offer consumers.

Kaiyun Group has been actively testing hydropower Clothing Coupons companies in recent years, especially in the Chinese market. Its subsidiary Saint Laurent has entered the Chinese e-commerce market this year through Farfetch invested by JD.com. This is the brand's move toward expanding the rapidly growing domestic market. An important step.

Group core brand Gucci in July this year, China's official website also officially launched online shopping service, so that the third quarter of the brand's third-largest e-commerce sales recorded a strong three-digit growth, to stimulate the luxury goods sector sales rose 80%.

In fact, as early as Alessandro Michele became Gucci's creative director in 2014, the fashion headlines predicted that the next step for Gucci would be to bet on e-commerce and the youth market. In addition to e-commerce, Gucci hopes to convey its brand spirit and culture to consumers through social media such as Instagram and Facebook.

By sorting out the timeline of Gucci events, it is not difficult to find that the frequency of Gucci digital creative projects almost reaches once a month, and all have obtained good feedback results.

In February this year, Gucci broadcast the first men and women fashion show, released the 2017 autumn and winter series, became the most discussed brand on Instagram during the Milan Fashion Week; in March, Gucci launched the Meme cooperation project with the new watch series # TFWGucci , Gucci Instagram official account released 30

Launched in May this year 360 ° VR panoramic video "Dancing Freedom", Gucci released in July 2017 autumn and winter series of large films, film and alien chase wearing Gucci Earth's set once again become the industry and consumer hot topic , Also seems to imply a greater ambition for the brand.

Through extremely intensive cross-border cooperation, artists projects, digital media projects, Gucci do not let the brand topic any degree of cooling opportunities. This month, to greet the annual holiday season, Gucci once again created a surprise for consumers.

Different from other brands of gift recommendation, Gucci chose to use the illustration of the Spanish artist Ignasi Monreal to tell consumers "myth". The two sides use the "paint" to display the advertisement rather than the conventional photographic photograph. It also combines all kinds of elements that are both mysterious and realistic to open up the whole history of mythology, art and fashion.

Tailored by Ignasi Monreal for Gucci, the story is inspired by the Greek mythology "Fall of Icarus" and introduces an Icarus role to Gucci's Holiday Gift. Story, Gucci dressed in the protagonist Icarus fell from the sky, and fell Gucci products is full of "fashion paradise."

It is reported that, Gucci will make these 80 illustrations as an art book, but also set the official online online interactive theme. As consumers move their mouse, the UFO, neon lights, and human eyes in the Ignasi Monreal illustration will change accordingly.

Gucci also added Ignasi Monreal theme filter effects and other features in the mobile app, consumers can also choose different stickers to make Gucci style photos and e-cards.

According to the eighth "2017 American Fashion Brand Digital Index Report" released recently by Business Advisory Body L2, Gucci beat the other 89 competitors this year to become the luxury brand with the highest digital index this year thanks to a diversified and intensive digital marketing campaign.

Francois-Henri Pinault said that after a series of creative changes, Gucci's share of consumers under the age of 35 has greatly improved over the past three to five years. However, the potential young consumers of the brands Balenciaga, Saint Laurent and the like Accounting for up to 60% of sales.

Today, the Gucci phenomenon has aroused the attention of many people in the industry and reflect on why Gucci looks no change but still able to achieve sustained strong growth, and many brands have tried their best to create a sense of freshness did not work?

In order to better answer the doubt of the industry, Gucci will jointly launch the Gucci Research Lab academic research project at Bocconi University, a well-known and well-known private university in Milan. The annual research results will be delivered to the public in the form of an essay public.

In addition, Kaiyun Group will continue to optimize the digital marketing of its luxury brands in the next two to three years to provide consumers with more creative content. Francois-Henri Pinault also revealed that artificial intelligence will fundamentally change the entire luxury fashion industry. At present, The group has entered into a Naked Zebra Coupon partnership with Google and Facebook.

In fact, whether it is creative, e-commerce or social media, content production, especially gathering a group of people for content production, the power of individuals is still limited, and Kai Yun Group has chosen to provide consumers with a platform to stimulate the use of a steady stream of more Many people share and produce content to achieve the mass effect of mass production, so as to achieve high quality and effective interaction.

Although most brands are also constantly developing new marketing tools, they tend to be short-lived, lacking in coherence and consistency, and the strategy of taking advantage of culture and creativity in consumer minds is increasingly not easily copied and is far behind Throw off competitors.

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