How Gucci became the hottest brand in the world!

 Gucci. A brand you definitely have heard about. A 101-year-old brand, and according to The Lyst Index "(...)The Hottest Brand In The World Right Now" once again. (Shamsudin, S, 2022)

A  short version of the Gucci story:

Gucci was founded by Guccio Gucci in Florence, Italy 1921. When he came to London for an adventure in 1898, he started working at the Savoy Hotel in London as a dishwasher, waiter, and elevator attendant. It was (at this time) the most central and luxurious Hotel in Europe. As an elevator attendant, he had the honor to give the visitors' elevator rides all day long and talk to them while observing their style, manners, and habits. Guccio took the opportunity to make connections and even friends with lots of celebrities and “high class” status stamped people.

After saving a lot of money from the hotel job he decided to build his own business. He opened a store in Florence in 1921 where he designed and sold leather luggage. His target was clear; the classiest, richest population. The population he now knew the best. 

Because of his connections at the Savoy Hotel, he got invited to present his collection to huge and important department-store buyers, and journalists from all over America and Europe. 

 

Connections made Gucci grow

 in a short amount of time

 

Celebrity power

Celebrities like Elizabeth Taylor and Jaqueline Kennedy started to wear some of his pieces as a tribute to Guccio's death in 1953. They were photographed and posted in magazines all over the world. People became obsessed with the brand and asked for it everywhere. An influencer marketing strategy like this is one of the most effective strategies to this day today. Around the year 1970 new Gucci stores popped up in cities like Tokyo, Hong Kong, and New York City. The goal was to catch the best and most crowded locations. 

The location strategy

 

Gucci “Shockvertising”

If I think of Gucci today, I think of old, geeky style, with weird patterns, colors, and big round glasses. It’s different and unique. Still worn by the biggest celebrities like Harry styles, Lady Gaga, Miley Cyrus, etc. The brand spends lots of money on its advertisements. Most known for their shokvertising (shock advertising). It’s a strategy used to grab the public's attention. Give the audience a strong feeling, which makes them share, be skeptical, and be more likely to discuss it and strongly remember it. With shocking items, crazy ideas, and shoots. The brand always tries to be unique and different. On television, in magazines, on celebrities, or on social media. Gucci is Gucci. You just know. 

It hasn’t always been like that, but the story of how Tom Ford changed Gucci - using shockvertising is the theme of my next post! 

Check out Gucci shockvertising 2022!

https://www.youtube.com/watch?v=awdE7dF672I

References

Fashion´s Hottest Brands and Products Q2 2022 (2022) "The Lyst Index" Available at:https://www.lyst.com/data/the-lyst-index/q222/

Roberta, M. (2021) Lessons in cultivating luxury: LVMH´s Brand strategies and business model "The strategy story" Available at: https://thestrategystory.com/2021/01/07/lvmhs-brand-strategies-business-model/

Nagasawa, S. & Fukunaga, T. (2014) Strategic Brand Management of the Luxury brand Gucci "Waseda Business & Economic" 

Guccio Gucci (2022) "Fashion Elite" Available at: https://fashionelite.com/profile/guccio-gucci/

Shamsudin, S (2022) Gucci Is Crowded The Hottest Brand In The World Right Now "Harpers Bazar Singapore" Available at: https://www.harpersbazaar.com.sg/fashion/gucci-hottest-fashion-brand-in-the-world-q2-2022/

Woodford, N. (2019) Shockvertising: Dissecting the world´s most shocking ads "UNRULY" Available at:https://unruly.co/blog/article/2019/04/04/shockvertising-shocking-ads/

Marzovilla, J. (2022) Gucci´s History Is Just As Wild As Some Of Its Designs "Instyle" Available at: https://www.instyle.com/fashion/history-of-gucci