In The Age Of Competition, Brand Needs To Be Constantly Fresh.

After many luxury brands have changed their logos to show their young image, recently, some media found that Gucci had changed the logo on official wechat and microblog, from the reverse "double g" logo to overlapping in the same direction, and the font size has 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 transform the image to freshen. According to the view of the industry, although Gucci is still the "cash cow" of Kaiyun group, it has done well in terms of youth, but the growth rate has slowed down in the first quarter of this year, the luxury market is changeable, young consumers lack brand loyalty, and the head brand is also facing the loss of users at any time. What's more, burberry and Prada are now working on the young market. Gucci, which has become younger, dare not relax and is still on the way to change.

Change logo

Every move of head luxury brand has always attracted people's attention. Recently, some media reported that gucci wechat public account and Weibo official account suddenly changed into new avatars. The new avatar first used the "double g" logo. However, different from the previously well-known "double g" logo, the "double g" of the new avatar logo has changed from reverse interlocking to overlapping in the same direction. In addition, the font has also changed from serif in 2015 to bold, which makes it more smooth visually.

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 in an interview with the media, denied the change of logo said. The brand side said that changing the avatar is a normal adjustment, and similar adjustments have 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.

　　 Appeal for freshness

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 Alessandro Michele, the creative director, took office in 2015, the performance of the brand has gradually increased as if it were an open listing. 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.

Industry insiders are worried about whether Alessandro Michele can continue to create freshness for consumers, and believe that Gucci's existing design has entered the period of aesthetic fatigue. Although Marco bizarri, CEO of Gucci, stressed that the slowdown after explosive growth is a normal phenomenon, the brand is also actively planning the next explosive growth point, such as the launch of Gucci beauty, and the co branded series of handbags jointly launched with Los Angeles actress and experimental musician zumi rosow, and the perfume business is constantly innovating. During the Milan home show, gucci also opened a series of flash stores to boost 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 transformation and information transformation 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 changed their logos or used new visual images. 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 changed the original classical grid image to the founder Thomas. Burberry's initials TB is inspired by continuous totem prints. Half a month ago, Burberry even arranged for two new TB printed buses to go through downtown Shanghai to enhance the recognition of new images.

At the same time, Prada, who has always been very cold, has begun to change its strategy. Not long ago, prada cooperated with the traffic star Cai Xukun to shoot the commercial blockbuster "almost human" to talk with young consumers. Chanel has launched a series of men's beauty products to meet the needs of the new generation of men's beauty products, and has also cooperated with the fashion group Yoho! Work together to influence young people in China.

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.