Gucci Led The Six Consecutive Quarter Of The Luxury Industry "New Gucci" Creative Marketing Results.

Gucci has become the most popular luxury brand at present. From all kinds of signs, it has greater ambitions.

Thanks to the bold product ideas and excellent business strategy of Gucci creative director Alessandro Michele and CEO Marco Bizzarri, Gucci has been leading the luxury industry for 6 consecutive quarters, and this year will become a luxury brand entering the 5 billion euro club.

According to the world clothing shoes and hat net: in the first half of this year, LVMH and LV, including fashion and leather goods sectors, began to recover, and sales increased by 17.2% to 6 billion 890 million euros. Because LVMH never disclosed the specific sales of LV alone, some analysts expected LV's annual sales to be 7 billion euros, and Gucci's run all the way. Now its revenue has narrowed to 2 billion euros from LV, which is enough to make LVMH owner Bernard Arnault alert.

It is worth noting that although the LVMH performance has been reversed since the first quarter of this year, Gucci has been recovering in the past 2 years, while LV's performance in the past two years is in turmoil.

In particular, in the first half of last year, group sales were in a predicament due to tourism and Paris attacks and poor performance in Asia and France. Sales of important fashion and leather goods sectors, including LV, were poor and sales were dismal.

In 2016, Gucci's annual revenue was 4 billion 300 million euros, Hermes was about 5 billion euros, and the accelerating Gucci sales rose 43.4% to 2 billion 832 million euros in the first half of this year, while the growth rate of Hermes in the first half of the year was 2 billion 700 million euros, which means that Gucci surpassed Hermes for the first time in the income scale. Now, we wonder if Gucci's stamina is still enough, can it pull down LV to become the highest income luxury brand?

You can think that the luxury industry is geomancy, but the industry is still driven by creativity, and no one has ever imagined that a designer who has been marginalized by the company is changing the competitive pattern of luxury brands.

From Bottega Venetta to Gucci fire fighting business strategy core character, brand CEO Marco Bizzarri found Alessandro Michele in 2015, the latter is Gucci veteran, joined Gucci in 2002, served as assistant of creative director and head of accessories department.

In the 5 days after he designed and made a series of men's clothing in autumn and winter in 2015, Marco Bizzarri formally promoted Michele to creative director.

Marco Bizzarri commented on Alessandro Michele. "People are very modest. How can he stay in a company for more than 12 years, but he doesn't have a completely different opinion of the company's present and past image? I think we have the right person."

At least 2 years ago, you could not see street graffiti and complex animal totem.

Products appear on the product.

Alessandro Michele's first fashion show of "men's and women's wear" concluded in Milan, "the secret of the alchemist", began his subversion and pformation of Gucci.

In the show, the stage set and the fashion itself all present the magic style. The shoes and accessories are not lack of Alessandro Michele's habitual animal and plant totem. A series of exaggerated designs attract audiences very much in the show, but are not well controlled in daily life. However, in the fashion show which is popular in the cool sex fashion, it is refreshing from the retro style of 17 and eighteenth Century.

Without risk and bold innovation, there is no Gucci today. Marco Bizzarri also confirmed this in an earlier media interview. He stressed, "I am prepared for this adventure, and I have seen the dream and emotion of remodeling the brand in Alessandro ambitions. We need new moral principles in the fashion industry, and conceited people should disappear.

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Under the innovation and pformation of Alessandro Michele, today's Gucci Logo has been associated with the animal world. Whether it is a bee, a lion or a tiger, consumers always think of Gucci when they see these patterns.

By combining brand Logo with complex processes and innovative fabrics, the technology difficulty of Gucci's new product design and manufacture has been greatly improved, and the identification of products has been improved.

In the luxury industry, young consumers like to keep creating fresh luxury brands. There is no doubt that the design of Gucci has succeeded in attracting the fresh millennial generation. In the fourth quarter of 2015, Gucci began to be popular among the Millennials. The sales contributed by young consumers surged by 70%, and more and more consumers, especially young consumers, returned to Gucci shops.

Kai Yun Group Chairman and CEO Francois-Henri Pinault emphasized that Alessandro Michele's insistence on coherence between every series of products is also the key for consumers to keep buying.

Thanks to this, Gucci's operating profit surged 69% to 907 million euros in the first half of the fiscal year. All product categories of the brand recorded a two digit growth, of which clothing and footwear grew strongly, leather goods were developing rapidly, and sales of direct outlets increased by 46.2% at a constant exchange rate.

Some analysts say that from the perspective of Gucci's overall recovery, Logo is not dead, and everything depends on product and marketing innovation.

Marco Bizzarri said earlier that the sales ratio of "new Gucci" high priced products in stores is rising, that is, there will be a premium in the future. Young consumers are willing to pay for the "new".

The value of luxury brands depends on products, so the design reform of products is the key to brand competition.

Gucci certainly does not satisfy the status quo.

It has also begun to set foot in the video area. Besides the 360 degree VR panoramic movie "dancing freedom" which was released earlier, this week, it released 2017 autumn and winter series. The extraterrestrials pursued the Gucci earth man's setting once again became a hot topic for the industry and consumers, and it seemed to show the brand's greater ambition.

It is noteworthy that the marketing strategy for Gucci to stand out is content production, especially for gathering a group of people to produce content.

The power of individuals is limited. Gucci's choice is to provide a platform for more people to share and produce content to achieve the scale effect of collective creation, so as to achieve high-quality and effective interaction.

Despite the fact that most of the brands are going to hold exhibitions as the usual means of brand promotion, they are often short-lived, lacking coherence and consistency.

Gucci's art exhibition mode is becoming more and more difficult to copy and is far away from competitors.

Some analysts say that in the luxury industry, we must constantly innovate and evolve in order to continue the normal track of performance. Brand evolution requires a long period of cultural training and support.

In deepening consumer awareness, Gucci is doing a long-term strategy.

Under constant impression, people began to have more reasons to buy Gucci, not only for beauty, but also for profound brand connotation.

It is noteworthy that the Gucci digital creative project emphasizes individualism and trafficking, which is why Gucci has been successful recently.

Individualism and emotion are the core needs of millennial consumers.

More interaction produces more emotional support, and more unique creativity brings more individualism, so that consumers can willingly pay.

Alessandro Michele is obviously more than many others.

More understanding of the Internet and social media.

The Internet does not mean accepting only cutting-edge technology and futurism. It also enables the new Gucci to be pformed into the love of young people.

And the uninterrupted artist cooperation project is to create new ideas through the collective creation.

More attention should be paid to the world clothing shoes and hats net.