3 x Ways Gucci are reframing the luxury campaign

In today’s fast-paced world, luxury brands are constantly searching for new ways to reach Millennials – and quite rightly too, given they will account for 45% of the global personal luxury goods market by 2025.

Gucci have been feeling the love from luxe-loving Millennials, and it’s showing in their bottom line. Sales of the brand reportedly grew 49% year over year, and 55% of the sales were from customers under the age of 35.

The fashion house hired Alessandro Michele as their new creative director in 2015, spearheading a wave of daring designs with “a wide range of colours, patterns and periods, often in the same garment.” It seems the new direction hasn’t been limited to the garments themselves, with a series of curiously compelling, eccentric campaigns that are changing the language and formulaic aesthetic of luxury marketing.

Here are three ways Gucci have been winning with the ever difficult to impress ‘seen it all’ Millennial consumer:

1. Hire a professional meme-maker

At the start of the year, Gucci ditched the high-fashion formula for a lo-fi social engagement campaign to launch their new Le Marche Des Merveilles timepiece collection. By hiring professional meme-makers.

They enlisted the likes of @beigecardigan & @textsfromourexistentialist to create sharable, addictive content around the hashtag #TFWGucci (that feeling when Gucci).

A best-in-class example of a brand creating culture whilst nailing the art of collaboration. If you want your campaign to go viral, what could be better than co-creating with the kings & queens of viral themselves?  

2. Take it to the streets

Over the Summer, the Italian brand revealed a large-scale mural by British illustrator Angelica Hicks promoting their limited edition line of t-shirts. The illustration is part of a series of 11 designs that will be created as part of the #GucciGeeks series. 

The 1,900 sq. ft. wall in Milan will showcase the illustration for two months and then will change periodically, displaying special art projects until the end of the year.

Once again, Gucci introduced the project via Instagram by posting a picture of the Milanese wall decorated by Hicks. To enhance the social potential of the collaboration and the engagement with customers a Snapchat geo-filter, created by Hicks, was also available in the proximity of the artwork.

3. Gucci & Beyond

Gucci’s A/W17 campaign was a fashion cliché-free zone, instead, borrowing inspiration from classic sci-fi movies from the 50s and 60s, as well as the cult TV show, Star Trek.

The ‘Gucci and Beyond’ campaign direction was first teased on Instagram (once again) with a series of mysterious casting-style interviews, featuring some of the aliens who would eventually feature in the finished masterpiece.

According to Gucci, “the collection is transported to a parallel universe where a mixed cast of humanoids, aliens, robots and earthlings unite for the Gucci invasion from a galaxy far, far away.”

Gucci has won the hearts, and wardrobe space, of Millennials this year with their utterly unpredictable, beautifully created content – blowing conventional codes of ‘luxury marketing’ out of the water.

SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge then get in touch kattowers@lovecreative.com