Narrator: Millennials love Gucci.
Lil Pump: Gucci gang, Gucci
gang, Gucci gang, Gucci gang!
Narrator: scroll
fashionable social networks of all millennia,
and chances are, you'll see
Iconic double G logo by Gucci,
whether on belts, bags or even capes.
Gucci is pretty much
everywhere these days.
Kylie Jenner even did
titles for carrying your baby
in a Gucci baby carrier at $ 625.
In the first half of 2018,
Gucci sales have almost doubled.
And 55% of these sales were
consumers under 35.
Considering how 18 to 35 year olds
contributed to 85% growth
in the luxury market
in 2017, this is a big problem.
Jessica Tyler: Millennials
really matters
in the luxury market.
Lots of luxury brands
have been in partnership
with streetwear brands and
focus on social media
to try to reach the millennials more
because it's such a big market for them.
Narrator: But why millennials and teenagers
do you love Gucci so much?
Gucci founder Guccio Gucci,
leather goods originally designed
for the upper aristocratic classes,
specialized in riding equipment.
As Gucci gained popularity,
it became synonymous
with high-end elegance and glamor.
In the 1960s, Gucci was associated
with people like Jackie Kennedy.
One of the Gucci bags that Jackie Kennedy
was photographed wearing was
even renamed "The Jackie".
Today in 2018, Gucci is still a lot
an expensive luxury brand,
but it is no longer
exclusively for the elite.
I think Gucci is
work from top to bottom,
rename themselves in a way that
is very favorable to the millennia,
and I think they are not afraid
to flip tables
on what it means to create luxury,
sell luxury, be a luxury business.
Narrator: In 2015, Gucci
brought on Alessandro Michele
as the new creative director.
Under the direction of Michele,
Gucci has adopted streetwear
and the influence of popular culture.
DiNardo: Alessandro Michele creates
references to pop culture
at a time when people
are really looking for
a bit of nostalgia
with something new.
And it's a formula that really works.
I also think that Gucci is very
honest about what they do,
and authentic, and that they
know their designs
are a little behind
there, to say the least,
they are a bit ironic,
but they are on the joke,
they are part of the game.
And they love it.
Narrator: Recently,
Gucci even collaborated
with Dapper Dan, a designer based in Harlem
who became famous in the 80s for creating
knock-up designs from
luxury brands like Gucci.
The Gucci logo has come to represent more
that luxury or wealth,
and millennials embrace this,
especially since the logos continue
to take over the fashion world.
DiNardo: There are several reasons why
brand logos are making a comeback.
One, the most obvious being
that all 90 is back.
And we know that logomania was
much of the fashion of the 90s.
Another reason why logos are
make such a big comeback,
is that we stand out
from such a strong period
of minimalism, that,
where are you going but the
exactly the opposite, with fashion?
And another reason why I think
the logo is back,
is that we are in a more comfortable place,
in society, in culture, in our economy,
to want to reassure
the money we have,
and the money we spend.
Narrator: Back in 2015, Gucci
was actually considering
using their logo less in the designs.
In the aftermath of the 2008 recession,
consumers were less interested
in remarkable consumption.
DiNardo: If visible
consumption, as defined by Veblen
almost 120 years ago, really
is this wasteful idea.
It's having what you
absolutely no need,
but indicates some
status society symbols,
so obviously luxury items
are the epitome of that,
elements which, you know, are
not in your essential list,
in order to survive.
But to thrive, in certain social circles.
Narrator: Designs
sporting luxury logos
seemed a little too left
at a time when so many people
were experiencing financial difficulties.
I think now that we are
in a comfortable state
in the economy where people feel,
it's good to have a
status shoe, a status bag,
a status t-shirt again, and
there is no such stigma
to pay $ 180 for a logo
t-shirt like there was.
Narrator: Millennials
and teens also love Gucci
because many of them
grew up seeing Gucci
on celebrities
0 Commentaires