How Did Gucci Become Sexy Again?

Gucci before the Milan fashion week released the 2016 autumn winter series, we are quite familiar with the style of its creative director, Alessandro Michele, who is retro, full of color and rich in detail.

In the face of the increasingly mediocrity of Gucci over the past few years and the stagnation of sales growth, the design of Michele has been able to set up a distinct image for Gucci.

But to tell you the truth, those embroidered birds' suits and long skirts are not very real, they are too grand.

Fortunately, after the 2016 autumn and winter series is released, Michele can be found to be "down-to-earth".

Large, large goldfish reside on the green skirts. The area of the designs is exactly the same. The red Gucci Logo is printed on the pleated skirt, and it is not vulgar.

Michele, the designer of accessories, has reduced many of the details of his latest work and is more friendly to ordinary people.

First let's take a look at some figures.

In 2014, Gucci replaced CEO and creative director at a draught because of the negative growth of their performance under the leadership of Gucci.

Gucci reported a 1.76% decline in revenue in 2014 compared to 2013.

In 2015, when Michele took office, Gucci's revenue rose by 11.4%.

The fashion fashion trend has been controlled by a word called "Normcore (ordinary core)" for several years. In this style, "Effortless Chic" - seemingly effortless, but not in fashion.

But after looking at it for several years, it is really worth getting tired of. Anyway, I have seen enough Normcore slogans and cool sex like slogans everywhere.

When a concept is known to everyone, it is not far from recession.

The significance of T to fashion brands is not just selling. It is a dream base. The slim models on the T stage wear new fashions, carry new handbags, and let you have longing and illusions about the brand difference. Then you will buy them.

Under the retro hat, Michele added new elements to the Logo Logo bag and three colored ribbon, which turned out to be a disgrace. As a result, the "Dionysus bag" was sold, and the three color ribbon was used as the belt of the metal pleated skirt.

In addition to Gucci and Coach, there is a case of rebuilding the brand through T.

In 2014, Coach was forced to break away from the image of his old lady's knapsack brand, and went on its first clothing show in the autumn and winter fashion week in New York.

After that, Coach tried to convey that it is a modern and lifestyle brand through a series of clothing shows.

The next question is how Gucci will continue to control retro design.

In the 2015 financial year report of Kai Yun, it wrote on Gucci's strategy: in the next 2-3 quarters, the product will be thoroughly repositioned to replace products that are inconsistent with the direction of new ideas.

That is to say, we will see more inspiration from Gucci and seventeenth Century in eighteenth Century.

however

It's time to think about how to increase the practicality.

If you have the heart, you can go to search for yesterday's show. The stars are wearing the Gucci street show. The effect is too dramatic.

People will be tired of aesthetics, and the dress in the advertisement will eventually be put on ordinary people.

Selling is always the ultimate goal.

At the end of last year, the trend prediction organization of the word "Normcore" was created.

The next popular style should be "Magic".

In its report, K-Hole said, "the magic" style should be "more spiritual and more spiritual."

Therefore, the new style presented by Gucci is a good time to catch up with the beginning of the new trend. It offers a completely different alternative to white shoes, white shirts and minimalist designs everywhere.

Michele extracted elements from Vitoria, Gothic, medieval, and Elizabeth periods.

For example, in the spring and summer series of 2016, the inspiration for a dress actually stems from the French woman writer Madelyn Shi Curie's 1654 year old work "tender map Carte de Tendre".

Although Gucci has also been criticized for its exaggerated design, each set is like a costume, and ordinary people are too hard to navigate in everyday wear.

However, I feel that, through the initial series of Michele, Gucci, the goal is not to allow ordinary people to dress happily in the streets, but to re establish people's romantic and creative awareness of the brand and arouse consumers' desire for Gucci.

So despite exaggeration, the visual effects of T and blockbuster are outstanding.