Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Milena Maksić, Digital Account Director, OvationBBDO
Two years ago when Gucci got a new Creative Director, until then an unknown in-house designer of accessories, hardly anyone (other than Tom Ford) could have predicted that in 2016 Gucci would emerge as the world’s most successful fashion brand. Alessandro Michele, who created his first collection in just 120 hours, which is the time he had available from the moment he was promoted, he managed to reverse the fate of the brand and with his vision and approach ensure that the brand not only takes a new position in the industry, but also a whole new dimension in the minds of consumers.
The turnaround in creative expression and smart, redefined use of famous brand symbols (sets of letters GG and Dionis buckles) are accompanied by thoughtful, continuous and consistent strategic approach to all activities – from changes to the look of the stores to a dominant focus on digital. Investments in digital communications: e-commerce platform, regular relevant content on social networks, cooperation with influencers as well as specific innovative digital projects (Gucci Ghost) and collections available exclusively online (Gucci Garden) contributed to Gucci recording growth of online sales by 50% in 2016, at the same time becoming one of the most prominent fashion brands online.
In support of this – and in accordance with an orientation towards the younger audience which is non-standard for high-luxury brands – comes the current campaign #TFWGucci for a new collection of watches – so far one of the most intriguing and the most daring performances of this brand on social networks. This is a project based on cooperation with prominent artists and content creators on social networks, who within this campaign gave their authentic interpretations to #ThatFeelingWhen (ie #TFW) regarding Gucci watches. And they did so in the form of a meme, which the audience least expects from a refined, elite brand. However, although unexpected, it is something well understood and readily used by the audience, which also haves fun along the way. Gucci Instagram profile, as well as the accompanying microsite, published a series of memes – strange, weird, funny #TFW situations, with which followers can identify, laugh at and have fun, often mocking the snobbish and the elitist traditional approach of the brand, together with it. Reactions to the contents exploded, ranging from delight to ridicule, boycotts and harsh criticism. There were also some comments and discussions about targeting the wrong audience that certainly cannot financially afford the pieces from the collection. Irrelevant, absurd and financially irrational, or is it genius?
At a time when luxury brands fight to survive, Millennials stand out as a wider target group with great potential in the long-run. Not primarily and exclusively to buy a brand, but more importantly – to experience, understand, follow and love it. Since long ago luxury are not only expensive things that people can’t afford, but the experiences that they desire and experiences to which we aspire, because they are new, unique and unusual. Therefore the luxury brands who want to advance will have to increasingly orient towards younger audience, and be brave, inventive and creative, especially in digital communication that allows, encourages and rewards such behavior, thanks to its interactive nature. Don’t hesitate to take risks. Don’t run away from experimenting. And don’t be afraid of being criticized. Because a truly fresh, unique and innovative approach and expression, as well as occasional ventures into the unknown, are the essence of creativity and, consequently, success.
In communications, as well as in fashion. Gucci is evidence for both.