Brand Analysis: Gucci

BRAND ANALYSIS EMILY CIBULAK . ALEJANDRA MARTINEZ . CARLY SCHMIDT

Sept 19th, 2018

MDCP-100-0LD

A BRIEF HISTORY OF GUCCI

• Florence Italy 1921 →founded by Guccio Gucci • Started off as a luxury luggage and leather goods store • Their essence lies within their Florentine roots. Gucci takes great care and pride when it comes to their heritage and craftsmanship Gucci today is owned by Kering, a French owned international luxury group.

GUCCINO GUCCI, FOUNDER

Gen

BRAND OVERVIEW CATEGORY Luxury apparel, Accessories, Beauty and Lifestyle TARGET MARKET Ages 20-60, Gender Inclusive- female dominated market, upper middle class - high income/ high status individuals

MISSION Influential, innovative and progressive, Gucci is reinventing a wholly modern approach to fashion. Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses. Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.

IN THE MEDIA PHOTOGRAPHY . WEBSITE . WRITING .

SOCIAL MEDIA . GRAPHIC DESIGN . VIDEOGRAPHY

PHOTOGRAPHY • Campaign and advertisement photography takes inspiration from fine art and embodies a renaissance/ historical feeling • Retail photography uses soft neutral background to showcase the product • Campaigning photography uses consistent elements such as colours, textures and themes • We see lots of recognizable celebrities photographed in Gucci online

WEBSITE • First point of interest on the site is the newest collection and showcasing new releases • Categorized menu allows viewer to easily select an area of interest. Eg: Men’s apparel • Easy to shop • Showcases the brand’s various areas of interest such as their their “Stories” page • Informs and connects customers

WRITING • Gucci uses writing to enhance their message and provide information.

• We see text from Gucci from the following: News, product descriptions, articles, social media messages (instagram and twitter descriptions) ,exclusive services, and contact information, statements etc...

• Tone is cool, professional, convincing and to the point

SOCIAL MEDIA • Active on social media including Instagram, Twitter, Youtube, Blogs • Social media platforms are based mostly around campaigns, street style and celebrities • Direct and indirect celebrity endorsement through social media

GRAPHIC DESIGN LOGO DESIGN

TYPOGRAPHY

• Available in multiple variations, wordmark and emblem • Used for corporate branding, advertising on garments both as the logo and branded pattern • Commonly used on apparel/garments/accessories • Instantly recognized and desirable

• Seen in various media such as their website and print ads • Typography is generally clean, minimal and non- distracting.

• Typography allows imagery to speak for itself • Sometimes Gucci uses a unique, eye-catching typeface when a new collection or campaign is released. This type will be used to accentuate the mood and aesthetic of that particular collection

GRAPHIC DESIGN COLOUR

GRAPHIC ELEMENTS

• Gucci’s Italian roots are further portrayed through their use of colours, red and green • Branding colours are often seen used on apparel and accessories • Consistency of these colours create brand association

• Repetition of graphic elements and icons enhances brand recognition • Gucci uses animals, insects, and icons to help identify their brand • Used on apparel/accessories, advertising and packaging

https://www.gucci.com/ca/en/st/stories/videos/article/spring_summer_2017_dreamscape_shoppable

VIDEOGRAPHY

GUCCI’S EYEWEAR SPRING-SUMMER 2017 COLLECTION.

• Gucci videography can be found on TV, Youtube and other social media handles • Specific to the brand. Videos use a storytelling approach through their use of imagery and direction • Features fashion and products with models • Showcases a diversity in age by using models of all ages • Often will use a filter effect which makes it look as though it wasn’t filmed in 2018 (aged and timeless feeling)

ANALYIZING GUCCI’S MEDIA USE OVERVIEWING MISSION

GRAPHIC DESIGN AND WRITING

Become the leader in luxury market at worldwide level. Gucci describe themselves as cool and responsible, and value themselves on their craftsmanship. They state that it is their duty to use their position as a luxury brand to pioneer and promote sustainability.

• Consistency and repetition of graphic design and elements such as colour, typography, icons help create a visual identity that is highly recognizable by the public while maintaining its integrity to the brand

SOCIAL MEDIA AND WEBSITE • Maintains consistency in visuals and content • Current and active • Familiarity and consistantancy communicates trust to the customer

PHOTOGRAPHY AND VIDEOGRAPHY • Uses a specific style to how their products are photographed and videotaped • Always visually speaks to the brands vission

• Writing maintains a consistent tone that helps the audience identify the voice of Gucci

MOST ACTIVE SOCIAL MEDIA

• Gucci’s main social media use is on Instagram and twitter

OVERLAPPING MEDIA TWITTER AND INSATGRAM

• Gucci’s social media platforms overlap often • Content is usually the same but is being communicated through multiple platforms • Platforms are used strategically to reach a large market

GUCCI IS UNIQUE • Gucci is innovative. They are active in releasing new merchandise and experiences for their consumers and potential consumers • Becoming much more than just a name in fashion. Gucci is becoming more of a lifestyle brand • Gucci has a unique social presence and association with celebrities and youth • Creative and unique art direction has shock appeal • Diverse

POSSIBILITES FOR GUCCI • Make more efforts to showcase their values • More attention to promoting the Gucci garden, restaurant and any other lifestyle associations • More interaction with followers, showing that they care about their audience. This might increase popularity and brand loyalty • Work on accessibility for a more diverse customer base

MEDIA LIST TV STATIONS

POSTERS ADS

• High viewing TV networks so that the most people with the most variety are able to view. Ex. CTV, Global, CBC, City TV

• Shopping malls (Eaton Centre, Shipway Gardens, Yorkdale etc…)

• Post secondary schools that have fashion programs (George Brown, Ryerson, Humber College etc…)

• High viewing channels by women. W Network

• Airports, reaching diversity from around the globe

PRINT ADS • TTC transit, viewed by lots of diverse people. EG: bus ads, subway ads, terminal ads • Billboards, large scale print ads. Dundas Square (Toronto) Times Square (NY), highway billboards surrounding urban shopping areas

MAGAZINE ADS • Fashion magazines such as Vogue/Teen Vogue, Elle, Nylon, Harper’s Bazar etc…

• Lifestyle/ Home magazines. Ex. Cosmopolitan, GQ, Vanity Fair, People, House and Home, Lifestyle etc…

EVENTS • Pop Ups at events such as TIFF, Toronto Fashion week • music festivals (youth outreach)