SAINT LAURENT
A Case Study on Gucci: Brand, Marketing, Digital Strategy
SAINT LAURENT
The iconic Italian luxury brand, has recently undergone a digital transformation to enhance its customer experience and reach new audiences in the digital world.
The company has recognized the importance of digital technologies in engaging with consumers and has implemented a range of initiatives to improve its online presence and customer experience.
INNOVATION SCORE
COMMERCE EXPERIENCE
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Eu velit phasellus facilisi sit tortor pellentesque nec. Feugiat egestas nunc praesent mollis non eu. Tincidunt dignissim viverra mauris integer et vitae arcu a. Tellus mi id faucibus at. Urna sit sit mauris ut nisl. Nibh fusce placerat leo mi eu tellus eu eget in. Nunc sed eget feugiat cum purus vestibulum purus. Tristique enim tellus elementum a quis proin volutpat sed.
Egestas morbi cras morbi morbi sit proin. Vulputate facilisi vestibulum egestas diam. Rhoncus elit dictum nunc eget. Vitae etiam sit tincidunt et vestibulum. Lectus nibh mattis phasellus fringilla sit. Vitae pulvinar amet sed suspendisse molestie.Vestibulum commodo in sit pellentesque duis malesuada odio urna. Et eget tortor urna pellentesque libero. Mauris eget consectetur sed bibendum sed tristique. Arcu magna amet lorem id commodo. Interdum sed mi posuere morbi. Mauris pharetra consequat nec quis enim molestie lacus habitasse porttitor. Mus tristique viverra quisque nam pellentesque. In mollis vel nisi iaculis.Orci tincidunt at vestibulum tincidunt nam eu adipiscing.
MARKET INTEL
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Eu velit phasellus facilisi sit tortor pellentesque nec. Feugiat egestas nunc praesent mollis non eu. Tincidunt dignissim viverra mauris integer et vitae arcu a. Tellus mi id faucibus at. Urna sit sit mauris ut nisl. Nibh fusce placerat leo mi eu tellus eu eget in. Nunc sed eget feugiat cum purus vestibulum purus. Tristique enim tellus elementum a quis proin volutpat sed.
Egestas morbi cras morbi morbi sit proin. Vulputate facilisi vestibulum egestas diam. Rhoncus elit dictum nunc eget. Vitae etiam sit tincidunt et vestibulum. Lectus nibh mattis phasellus fringilla sit. Vitae pulvinar amet sed suspendisse molestie.Vestibulum commodo in sit pellentesque duis malesuada odio urna. Et eget tortor urna pellentesque libero. Mauris eget consectetur sed bibendum sed tristique. Arcu magna amet lorem id commodo. Interdum sed mi posuere morbi. Mauris pharetra consequat nec quis enim molestie lacus habitasse porttitor. Mus tristique viverra quisque nam pellentesque. In mollis vel nisi iaculis.Orci tincidunt at vestibulum tincidunt nam eu adipiscing.
CUSTOMER SERVICE
Lorem ipsum dolor sit amet consectetur. Nisl elementum quam porttitor sit est. Faucibus placerat arcu consectetur sed. Ultricies in massa eros neque aliquet euismod in ac. Mi justo sagittis pretium orci suscipit lectus consequat. Facilisis in vel tempus pellentesque. Augue magna adipiscing pulvinar vestibulum iaculis.
Eu velit phasellus facilisi sit tortor pellentesque nec. Feugiat egestas nunc praesent mollis non eu. Tincidunt dignissim viverra mauris integer et vitae arcu a. Tellus mi id faucibus at. Urna sit sit mauris ut nisl. Nibh fusce placerat leo mi eu tellus eu eget in. Nunc sed eget feugiat cum purus vestibulum purus. Tristique enim tellus elementum a quis proin volutpat sed.
Egestas morbi cras morbi morbi sit proin. Vulputate facilisi vestibulum egestas diam. Rhoncus elit dictum nunc eget. Vitae etiam sit tincidunt et vestibulum. Lectus nibh mattis phasellus fringilla sit. Vitae pulvinar amet sed suspendisse molestie.Vestibulum commodo in sit pellentesque duis malesuada odio urna. Et eget tortor urna pellentesque libero. Mauris eget consectetur sed bibendum sed tristique. Arcu magna amet lorem id commodo. Interdum sed mi posuere morbi. Mauris pharetra consequat nec quis enim molestie lacus habitasse porttitor. Mus tristique viverra quisque nam pellentesque. In mollis vel nisi iaculis.Orci tincidunt at vestibulum tincidunt nam eu adipiscing.
SHIPPING & PACKAGE
Lorem ipsum dolor sit amet consectetur. Nisl elementum quam porttitor sit est. Faucibus placerat arcu consectetur sed. Ultricies in massa eros neque aliquet euismod in ac. Mi justo sagittis pretium orci suscipit lectus consequat. Facilisis in vel tempus pellentesque. Augue magna adipiscing pulvinar vestibulum iaculis.
Eu velit phasellus facilisi sit tortor pellentesque nec. Feugiat egestas nunc praesent mollis non eu. Tincidunt dignissim viverra mauris integer et vitae arcu a. Tellus mi id faucibus at. Urna sit sit mauris ut nisl. Nibh fusce placerat leo mi eu tellus eu eget in. Nunc sed eget feugiat cum purus vestibulum purus. Tristique enim tellus elementum a quis proin volutpat sed.
Egestas morbi cras morbi morbi sit proin. Vulputate facilisi vestibulum egestas diam. Rhoncus elit dictum nunc eget. Vitae etiam sit tincidunt et vestibulum. Lectus nibh mattis phasellus fringilla sit. Vitae pulvinar amet sed suspendisse molestie.Vestibulum commodo in sit pellentesque duis malesuada odio urna. Et eget tortor urna pellentesque libero. Mauris eget consectetur sed bibendum sed tristique. Arcu magna amet lorem id commodo. Interdum sed mi posuere morbi. Mauris pharetra consequat nec quis enim molestie lacus habitasse porttitor. Mus tristique viverra quisque nam pellentesque. In mollis vel nisi iaculis.Orci tincidunt at vestibulum tincidunt nam eu adipiscing.
BRAND HEALTH
Lorem ipsum dolor sit amet consectetur. Nisl elementum quam porttitor sit est. Faucibus placerat arcu consectetur sed. Ultricies in massa eros neque aliquet euismod in ac. Mi justo sagittis pretium orci suscipit lectus consequat. Facilisis in vel tempus pellentesque. Augue magna adipiscing pulvinar vestibulum iaculis.
Eu velit phasellus facilisi sit tortor pellentesque nec. Feugiat egestas nunc praesent mollis non eu. Tincidunt dignissim viverra mauris integer et vitae arcu a. Tellus mi id faucibus at. Urna sit sit mauris ut nisl. Nibh fusce placerat leo mi eu tellus eu eget in. Nunc sed eget feugiat cum purus vestibulum purus. Tristique enim tellus elementum a quis proin volutpat sed.
Egestas morbi cras morbi morbi sit proin. Vulputate facilisi vestibulum egestas diam. Rhoncus elit dictum nunc eget. Vitae etiam sit tincidunt et vestibulum. Lectus nibh mattis phasellus fringilla sit. Vitae pulvinar amet sed suspendisse molestie.Vestibulum commodo in sit pellentesque duis malesuada odio urna. Et eget tortor urna pellentesque libero. Mauris eget consectetur sed bibendum sed tristique. Arcu magna amet lorem id commodo. Interdum sed mi posuere morbi. Mauris pharetra consequat nec quis enim molestie lacus habitasse porttitor. Mus tristique viverra quisque nam pellentesque. In mollis vel nisi iaculis.Orci tincidunt at vestibulum tincidunt nam eu adipiscing.
BREAKDOWN BY SECTION
With modern times come modern ways of doing things. The world of advertising is unlike the billboards and all-encompassing TV ads. Now, advertising is defined by its personalized touch in reaching segmented audiences that can resonate with a brand more than anyone else. And Gucci is no exception to that approach.
G & Co. is a world leading fashion & luxury marketing & advertising agency enabling luxury and fashion brands to enhance customer experiences, drive digital transformation, and build a competitive edge
Gucci parent company Kering Group—the owner of Bottega Veneta, Yves Saint Laurent, Balenciaga, Brioni, Stella McCartney, and other fashion houses—has seen enviable growth in the last few years, reporting in 2017 its first three quarter revenues up over 26% on a reported basis compared to 2016. But Gucci has been the forefront and the crown jewel of the Kering group. With Gucci’s earnings composing Kering’s 39% of corporate revenues and posting a 44.5% growth in 2017, it’s safe to say the Italian luxury fashion brand is enjoying a period of prosperity.
What’s contributing to that growth?
According to Kering chairman and CEO Francois-Henri Pinault, half of Gucci’s sales come from millennials, a generation consisting of 35-year olds and younger. That has been a challenging demographic to reach for luxury brands. What this shows from Gucci is that the attractiveness of the brand’s couture resonates with younger demographics than for the proverbial older generation.
And while the couture does explain why the brand seems to bode well with a younger consumer, it would be imprudent not to look at Gucci’s advertising strategy. In seeking and attracting the millennial consumer’s attention and dollars, we can accredit Gucci’s success to its well-executed advertising and marketing strategies, which had gone concurrently with a digital rollout. In recent years, Gucci has integrated both a strong digital approach with its in-store dominance for an omnichannel strategy that will be definitive for luxury brands’ success in the coming years.
Gucci’s omnichannel strategy is a signal that it is going all-in for the demographic that’s visibly championed the luxury brand. Because 98% of today’s luxury consumers can be found online, it will be more important than ever before to tie the success of a luxury brand like Gucci to its eCommerce strategy, social media approach, marketing strategy, and mobile functionalities with its offline capabilities. The result of that means one holistic user experience that is both unique and compelling to modern consumers no matter where they choose to interact with a brand. Sure enough, Gucci’s digital strategy has become holistic in reach and followed in a surge of new luxury converts in addition to longtime patrons.
It would be criminal to count only Gucci’s digital strategy as the sole reason for its success in recent years. Of course, while helpful, Gucci’s digital approach is only a fraction of the brand’s prosperous growth in revenue and label recognition. Indeed, at the forefront of Gucci’s advertising and marketing strategy is the team that’s directly responsible for the luxury brand’s success: Marco Bizzarri and Alessandro Michele, the CEO and creative director of Gucci, respectively.
The pair has spearheaded the brand’s various fortifying strengths over the last few years; Bizzarri in business and Michele in the creative center. Since late 2014, when Bizzarri’s helm as the Gucci chief executive began, the question over who would fill the creative director position loomed over him and the brand’s future.
Bizzarri would ultimately go with the 12-year Gucci veteran in Alessandro Michele, who had been with the company since working under Tom Ford and had been an associate designer to the now-former creative director, Frida Giannini. Bizzarri made the decision after determining he needed someone that could deliver on his vision of creating a culture of “respect and joy, fostering creativity,” adding, “intuition and instinct are more important than rationality.” For the luxury space, where emotion and experiences eclipse rationality, there could not have been a better choice to lead the new direction than Alessandro Michele.