How Can Gucci Become A Luxury And Luxury Topic?

Gucci's brand value has reached a record high, up 66% to 22 billion 400 million US dollars, which is the biggest increase in the brand value of luxury brands.

According to the first quarter fiscal year 2018 results released by Kai Yun group in April this year, Gucci sales increased by 37.9% to 1 billion 867 million euros over the same period, achieving 5 consecutive quarter sales growth above 35%.

A few days ago, Gucci CEO Marco Bizzarri indicated that the brand annual sales target was 10 billion euros, that is to say, Gucci intended to replace Louis Vuitton as the world's largest luxury brand.

Gucci is not just a growth in sales, but more importantly, attention and discussion from fashion industry and consumers, especially young consumers.

Over the past few years, Gucci has become a special kind of operation mode in the industry, becoming the most media and the most popular brand of the Millennials.

Therefore, we comb the Gucci mutation in recent years, how to win over other luxury brands.

1. new CEO and creative director take office, two forces reform

The change began around 2015.

In January of this year, Marco Bizzarri became the CEO of the brand. At the same time, he promoted the designer Alessandro Michele as the creative director.

At that time, Gucci experienced two years of downfall. After the two took office, it finally ended the decline in sales, and the brand grew by 4.8% in the fourth quarter of 2015.

In the 2016 fiscal year, brand sales increased by 12.7% to 4 billion 378 million euros.

People are always one of the important factors in the development of luxury brands. Two people attack business strategy and design aesthetics. To some extent, Gucci can be reborn.

Alessandro Michele, a graduate of Rome Fashion Institute, has rich experience and has served as director of Gucci accessories for four years.

After taking office, he did not continue the style of former director of Gucci, and overturned the sexy and strong characteristics of Gucci in the past.

A series of radical reforms started in 2015 by CEO Marco Bizzarri are the focus of operation.

Recently, Marco Bizzarri also said in the interview that the most valuable and incapable copy of Gucci is the resources of talents.

2. new design thinking has established a solid capital market and culture for the brand.

Brand values are embodied in products, so the reform of design thinking is very important in brand remolding.

In February 2015, when Alessandro Michele was promoted to creative director, he completed the new men's wear series in just five days.

Under the design of his writing, retro gorgeous with animal totem, bright color collision contrast, complex and delicate details are outstanding highlights.

Although the design of the horse has received mixed reviews, it has been well received by fashion buyers and retailers.

So, CEO Marco Bizzarri made a bold decision. He did not carry out the pilot sale, and put the brand-new Gucci product into the store. Personalized expression made young consumers quickly attracted.

This not only brought huge benefits to Kai Yun group, but also broke the traditional design thinking mode by interpreting his retro aesthetics, which can be said to be the idea of the whole brand from head to toe.

In the fast changing fashion industry, he gave the brand a brand new life.

3. brand remolding -- store packaging and Reform

The visual image has changed dramatically. In order to cater for the brand new image, the reform in the store is very critical.

Of course, in addition to laying the whole line of new design products, the store itself needs to be updated.

In September 2015, Alessandro Michele personally renovate the flagship store of Mont Napoleon street in Milan.

After the redesign, the store features a strong contrast, adding various products of velvet texture, and adding private customized services to this store.

CEO Marco Bizzarri said at the time that the new store design concept was one of the most important ways for Gucci to display the brand's new image. The idea was first applied to the shop in Mont Napoleon street, Milan, and then gradually extended to the global storefront.

In addition, we introduced the new store of "GUCCI WOOSTER" in Gucci SOHO District of New York, which was introduced before us. We completed the design through the innovative idea, and fully implemented the luxury brand's new retail sales method, aiming to create a completely new experience and become a unique experimental space.

4. brand remodeling -- an artistic attempt

At the same time, the artistic elements began to synchronize with the reform in the brand idea of Gucci.

The brand continues to collaborate with all kinds of artists in the new collection of cooperation, not only in the sale of products, but also with music artists and graffiti artists, producing music works, reconstructing buildings and so on, and spreading art throughout the whole brand.

But what I want to say is that this is not only a new revelation of a big melting pot, but also a unique artistic creativity that can be displayed through another artistic level.

The business logic behind this is that Gucci is trying to win back the hearts of consumers, and clearly and highly targeted the young consumers with rich aesthetic and high acceptance and strong purchasing power at the same time.

The artistic attempt of Gucci not only halts the surface influence of a big card, but lets its brand followers feel proud of it. It is a practical effect for a Gucci artist to share a single item.

Gucci is concerned not only with its own brand added value, but also with a large number of cultural added value. Compared with other brands, Gucci's cultural added value is to win. This is not a one-time marketing strategy, but only for its own aesthetic system. The designer himself has begun to circulate his own aesthetic system.

5. brand reshaping -- e-commerce and digital marketing

In 2015, Gucci launched a brand new official website in North America, and launched the "GucciGarden" online clothing series in July 2016, which is only sold on the official website of the brand, in order to attract traffic.

In May 2016, Gucci also worked with Net-A-Porter, a global luxury jewelry store, with its huge volume of sales and dissemination for Gucci.

In the year when the electricity supplier was rebuilt in large scale, the online generation of consumers contributed 50% of Gucci sales.

In terms of personnel, last December, Kai Yun group appointed the first digital expert, Gr e gory Boutt e, as the chief digital officer and chief customer officer, and led the group's digital pformation, which is specially designed for the business operators to be included in their own operations.

Gucci continues to accelerate the layout of online channels, and officials predict that its electricity business sales will turn three times, accounting for about 10% of total revenue.

At the same time, Gucci has done a lot of digital creative activities that attract attention. For example, the three projects from 2015 to 2017 are very similar. With Instagram as the platform, artists are called on to create free creation of Gucci's iconic elements.

Through the new media that young people love and familiar with, establish deep and long-term contacts with young people.

When luxury brands rejected digital reform, Gucci boldly achieved good results.

Gucci digital marketing strategy pays attention to the production of content. It calls on many people to complete the scale effect of collective creation together, so that ties become more closely and influence is more extensive.

In fact, the essence of luxury is outstanding creativity. Today, when people pay attention to the content, it will become an important factor to measure the development of luxury brands.

6. strong support for the rear supply chain

In 2017, Gucci began to change its production process and manufacturing network.

We have pushed its newly established Gucci Art Lab as the future technology and technology center of the company, as well as leather goods and

The art laboratory.

Gucci Art Lab started operation at the beginning of this year, covering more than 37000 square meters, with more than 800 employees.

Here, Gucci will inspire unlimited creativity and extend Gucci's brand excellence.

Location.

Over the past three years, in order to meet the market demand for Gucci products, brands have injected large amounts of capital into the supply chain, maintaining production technology and innovation capabilities, vertically integrating and shortening the production cycle.

The opening of the Gucci ArtLab leather and shoe art laboratory highlights the core of Gucci's new business platform.

As a matter of fact, Gucci's "success" is a unified feature of popular brands in every era. They all seize the pulse of the times.

This seems normal, but it's hard to do.

As Alessandro Michele said, "everything we do reflects the changes that are taking place in the society, and the response of consumers is not bad.

But sometimes it is strange that fashion does not always have the courage to show.

Changes are happening outside. "