Gucci'S Mixed Aesthetic System Is Always Tested.

According to the world clothing shoes and hats net,

The question of how long it will last has been accompanied by the rapid turnover of Italy.

Brand, but at the moment, Alessandro Michele's integrated aesthetic system continues to attract a wide range of followers.

In the strict classification of luxury goods industry, people are rising suddenly.

It is inevitable to be skeptical, because in the past 20 years, although the luxury brands have experienced ups and downs, the general position has not changed.

For Gucci, which has completely reversed the situation and become a threat to LV in less than three years, it has not dissipated.

Especially in the fashion industry, which is famous for its seasonal and fresh pursuit, though the brand can attract fans quickly, losing the original followers is also easy.

Just like the famous saying that has been circulating in the fashion world, you may be out of the office tomorrow.

However, over the past two years, the brand pformation idea of Alessandro Michele is still working.

Recently, Gucci's 2018 spring summer series in Gucci Hub, Milan, once again reflects the Alessandro Michele's preference for mixed history and space-time.

Ancient Rome, ancient Egypt and ancient Greece were put together in the same space and time. The exhibition places were equipped with antique installations from various civilizations, which are exactly the same as those used to combine Renaissance elements. Now this has become the Alessandro Michele's symbol style.

Gucci highlighted the concept of "counterbalance" in an official press release.

In fact, Gucci not only integrates many inspirational references in fashion design to achieve the state of cultural competition and contention, but also from the more practical brand management, Alessandro Michele is also competing against the instability of luxury industry.

I have to admit that, compared with other brands that are distinctly differentiated according to the inspiration of each quarter, although Gucci has set the theme for each series, it has followed a coherent aesthetic system in the style of clothing, and has not distinguished the theme of each season distinctly.

This is obviously contrary to the common sense that "brands should use different themes to provide consumers with freshness".

But this did not stop consumers from buying Gucci.

According to the first half financial year data of EPA:KER, the total sales of Kai Yun group rose 28.2% to 7 billion 296 million euros compared with the first half of fiscal year June 30th, and net profit rose 77.6% to 826 million euros in June 30th.

It is noteworthy that the income of its luxury sector increased by 29.7% to 5 billion 31 million euros, and its core growth engine Gucci sales rose 43.4% to 2 billion 832 million euros, further confirming that the global luxury industry is recovering.

As of June 30th, EPA: RMS had sales of 2 billion 700 million euros in the first half of the year, which means that Gucci surpassed Hermes for the first time in its revenue scale.

Last year, Gucci's annual income was 4 billion 300 million euros, while Hermes was about 5 billion euros.

In the constant supply of fresh products and popular, Gucci phenomenon has caused many industry people to think about why Gucci does not seem to change, but it can still get sustained strong growth, and many brands are struggling to create new sense with the theme, but it has not worked.

According to the industry analysis, Gucci is creating a new creative mode, which will gain greater profit margins on the basis of controlling risks.

In the past, seasonal costumes based on different themes often constituted a high risk for the brand itself. Due to the instability of style, consumers who bought seasonal products did not necessarily buy the next season products, thus hindering the improvement of consumers' stickiness.

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Because Gucci creates a highly consistent and distinct brand image in each season, consumers' instability towards brand preference is controlled at a relatively low level. Instead, a loyal audience is formed.

Especially for millennial consumers, they are already familiar with the topic, but as long as they are able to show a clear attitude, they can conquer them.

In the age of social media, people's daily attention is distracted, and the distinctive millennial generation is more eager to identify products. The distinctive brand image can capture the fastest attention.

Unlike the blind creation of new things, Gucci has spent more effort to deepen the brand image.

Alessandro Michele is keen to print logo on its products. Michele said, "Gucci logo is the hieroglyphics of the brand. It is the most important decoration. It is like a popular symbol, it makes everything powerful, so I like it."

Starting from the 2018 spring series, Alessandro Michele began to pform some logo into "Guccy".

This kind of similar logo, which was seen before in the Chinese cottage market, proves that Michele is well versed in the unexpected effect of the interest of symbols.

And "Guccify" (...

The emergence of the word "Gucci" shows more clearly the intention of the brand to attempt to symbolization.

In addition, Gucci will change more in content production and content output, and continuous cross-border cooperation. Artists' projects and digital media projects provide more activity for brands.

Looking at the various projects of Gucci, the common points are deepening and broadening the connotation of brand, and continuously producing the content.

Gucci has created a brand new and self-contained brand by way of showing good art.

From the digital creative project #TFWGucci, which invites Meme cultural artists to re create, the two wave #GucciGram project in October 2015 and March 2016 to the worldwide exhibition, such as the 2015 / already, this year's opening ceremony in Hongkong and Beijing Mickey Mouse, almost every art related event can arouse the topic and become a hot topic in social media.

In recent years, Gucci has also established cultural cooperation with Florence's Palazzo Strozzi, Shanghai's Minsheng Museum, the Chatsworth House of the United Kingdom and LACMA of Losangeles.

It can be seen that although the topic is an important part of topic marketing, the importance of the topic may be overestimated by many luxury brands, and the shaping of product and brand image is more important.

In particular, the fashion industry, that is, the buying and pition series, is constantly breaking the season from the structural aspect, and the fashion series is being fragmented.

The millennials' habit of knowing brands is no more than watching a whole show, but a single item worn by Instagram bloggers.

So more directly, consumers will be willing to pay as long as Gucci's product attitude is clear enough.

And show, theme, inspiration and other factors are only one of the means of brand "story telling". Ultimately, it is necessary to establish the emotional connection between brand and consumers.

Therefore, Gucci has enlightened the industry in its insight into the psychology of consumers.

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 technological difficulty of Gucci product design and manufacture is greatly improved, and the product identification is improved.

However, in the 2018 spring and summer series of the latest season, the elements of animals were obviously reduced, and the design of pure color was enhanced, and the practicality of men's clothing was highlighted.

From here we can see the potential adjustment made by Gucci without affecting the overall image.

Obviously, the more realistic design is good news for stimulating sales.

Therefore, theme similarity does not mean lack of freshness, and the freshness of product and experience is more important.

Gucci maintains a fresh sense of output through various promotional activities.

The Gucci "hodgepodge" is still not obsolete, which reflects the deeper changes of the fashion industry from one aspect.

In other words, the millennial generation has become the main consumer force, affecting the overall change in brand management.

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.

There is no doubt that the design of Gucci has succeeded in attracting the fresh millennial generation. In the fourth quarter of last year, the sales of the millennials in Gucci increased by 70% over the third quarter.

In the 2016 fiscal year, the millennial generation bought almost half of Gucci's products.

In the luxury business, geomancy turns and Gucci runs all the way. Now it is throwing pressure on its main competitor, LV. Obviously, LVMH, the world's largest luxury goods group, will not sit idly by any brand that has a competitive impact on LV. The next two will compete in the young consumer market.

As for whether consumers will be fatigued with brands, Marco Bizzarri, the Gucci Bizzarri behind the business, has also been vigilant. He pointed out that the fashion industry is full of variables all the time, traditions and rules will be overthrown at any time, and consumers are the real leaders. Gucci must always be like a start-up company, so that the brand will remain enduring.

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