GUCCI "Younger" Small Step Run

Following a lot of luxury brands changing LOGO to show their young image, recently, media found that GUCCI had changed the LOGO of official WeChat and micro-blog head. It changed from the reverse "double G" logo to the same direction, and the font size also changed. Although GUCCI denied changing LOGO, it explained that it was normal to change the head on social media, but this move was also considered to spanform the image to freshen. According to the industry's point of view, although GUCCI is still a cash cow of Kai Yun group, it has done a good job in the younger age, but the first quarter of this year has seen a slowdown, the luxury market is changing, young consumers lack brand loyalty, and the head brand is always facing user churn. Besides, Burberry and Prada are all making efforts in the young market. The young GUCCI has not dared to relax. They are still running on the road of change.

Change LOGO suspicion

Every move of the luxury brand has always been a concern. Recently, some media reported that the GUCCI WeChat public account and micro-blog official account suddenly changed the new avatar. The new avatar first used the "double G" LOGO, but it was different from the previously known "double G" LOGO. The new head LOGO "double G" turned from the reverse to the same direction. In addition, the font also changed from the serif body which was launched in 2015 to bold, which is more smooth in vision.

As the second "business card" of the brand, LOGO has special significance for luxury brands. It is not only a symbol of brand premium, but also a weathervane of brand new trend, and GUCCI's action on social media has aroused great concern.

However, GUCCI denied the replacement of LOGO when interviewed by the media. The brand side said that the replacement of the head image is a normalization adjustment, and a similar adjustment has been made before, in order to provide a better experience. Moreover, LOGO on the new head has long existed in brand history, and men's clothing appeared in autumn and winter in 2001.

Zhang Peiying, honorary consultant of the China luxury Confederation, said that GUCCI had used the "double G" LOGO for a long time on the brand products. The replacement of the avatar may indeed be the brand's original intention to provide new experience without having to do too much interpretation.

Public information shows that there are 4 different versions of GUCCI's "double G" LOGO so far. In the 90s of last century, Tom Ford, the then creative director, made the first adjustment to GUCCI's "double G" LOGO, and changed from symmetry to upside down and reverse overlap. After that, the LOGO turned into an inverted but not overlapping style. The LOGO on the new head is the fourth version. The LOGO has appeared in many GUCCI handbags, belts and other accessories.

Novelty appeal

Despite the replacement of the new LOGO system, "Oolong incident", the replacement of the avatar itself shows that GUCCI is trying to create freshness and attract attention by creating some "little surprises" from time to time.

Some analysts pointed out that, in the increasingly fierce competition for the dominance of luxury goods, even GUCCI did not dare to relax their vigilance and take lightly. Since the launch of creative director Alessandro Michele in 2015, the performance of the brand has been increasing. But in the first quarter of this year, GUCCI, which is still growing, has touched the ceiling on a high base, and its growth has slowed sharply.

People in the industry are worried about whether Alessandro Michele can continue to create freshness for consumers. It is believed that the existing design of GUCCI has entered the aesthetic fatigue period. Although GUCCI CEO Marco Bizzarri stressed that the slowdown after explosive growth is a normal phenomenon, but the brand is also actively layout the next explosive growth point, such as the introduction of beauty makeup Gucci Beauty, and the Losangeles actress, experimental musician Zumi Rosow jointly launched a series of handbags, perfume business is constantly emerging. During the Milan home show, GUCCI also opened a series of household flash shops to make the home market. In addition, the jewelry series in the layout is also in preparation.

Fight for young traffic

In this era of struggle for attention, constantly exporting freshness and creating topics is a new proposition for luxury brands. Digital spanformation and information spanformation have become the top priority strategy of every luxury brand. Traditional luxury goods can be used to compete for the young market. LOGO can be said to be the most direct and effective way to create a topic of explosion and to convey the brand's "new life". Last year, brands including Celine, Burberry and Calvin Klein replaced the new LOGO with a new visual identity. Celine changed the original French name C e line to Celine, Calvin Klein also changed the high recognition collocation and collocation to the uppercase "CALVIN KLEIN". Burberry spanformed the original classical grid image into the continuous totem flower printed with the initiator Thomas Burberry initials, and half a month ago, even arranged two new buses with new stamps to go through the urban area of Shanghai, strengthening the identification of the new image.

At the same time, Prada, which has always been very cold, has begun to change its strategy. Not long ago, Cai Xukun, a traffic star, CO worked with "young man" almost to make a dialogue with young consumers. CHANEL caters for the new generation of men's demand for cosmetic products, and after the introduction of the men's beauty makeup series, it also goes with the trend group YOHO! Cooperate and exert influence on Chinese youth.

In the CHANEL, LV financial data, or approaching or exceeding 10 billion euros, GUCCI, who first entered the 8 billion euro club last year, naturally dared not take it lightly in the long run for young consumers. Author: Wang Xiaoran Kong Yaoyao