GUCCI NON-PROFIT CAMPAIGN: #DanceWith Grandma

RESEARCH & INSPIRATION

The Brand

6 7 10 11 12 13 14 15

The Marketing Mix

Target Audience Segmentation SWOT Analysis

Elkington’s Triple Bottom Line

PESTLE

Social Agenda Previous Social Issue Campaigns Charity Collabortion

CONCEPT & DESIGN DEVELOPMENT

18 22 24 25

Campaign Concept & Measurement

The Campaign Target Market Campaign Inspiration & Planning Camapaign Goals Fashion Film Storyboard

Photoshoot

Digital Lookbook Social Media Marketing Fashion Film Out of House Marketing

27 28 31 33 Self Reflection Peer and Tutor Feedback 35 References Image References Appendix 37 45

Gucci, the Italian fashion house, was founded in 1921 by Guccio Gucci. Gucci started out as a luggage manufacturer, producing luxury travel goods for Italy’s wealthy upper-classes, as well as equestrian equipment” (Highsnobiety, 2022).

In 2015, Alessandro Michele took over as the creative director of the Gucci. ‘Michele’s unique style, blending Gucci’s classic penchant for extravagance and opulence with a theatrical, somewhat-kitschy pageantry, has proven to be a huge success, attracting many young and aspirational customers, as well as numerous fashion insiders.’ In 2017, after the first year after Alessandro Michele took on the role of creative director Gucci announced an 11% boost in profits for the brand’s parent-company, Kering.’ (Highsnobiety, 2022). In 2022, Gucci is valued at approximately 18.1 billion U.S. dollars. This was approximately 2.5 billion dollars more than in the previous year (Smith, 2022). The house has recorded a slower growth than their competitors, ‘this has slowed Kering’s performance in a luxury market that is still rebounding from the pandemic and confounding broader economic signs of recession’. Therefore, Kering’s chairman François-Henri Pinault voiced his opinion, showing his desire to replace the creative director. In November 2022 Alessandro Michele announced his departure of the creative director role for Gucci. ‘François-Henri Pinault, chairman and CEO of Kering, said of Michele: “His passion, his imagination, his ingenuity and his culture put Gucci centre stage, where its place is’(Leitch, 2022). ‘Gucci is expected to cross a major threshold this year as analysts forecast sales of €10.75 billion, up around 10 percent year-on-year. But the broader luxury market is estimated to grow almost twice as fast, up 22 percent this year’ (Williams, 2022). See Appendix A.

Figure 1: Gucci Gift 2022 Campaign

THE MARKETING MIX

‘Gucci is one of the most iconic and well-known luxury personal goods brands in the world’ (Sabanoglu, 2022).

Statista, (2022) shows 53% of Gucci’s products are made of leather goods, followed by 19% shoes, 15% ready to wear, 6% watches and jewellery and 7% other.

Gucci began to collaborate with other brands to launch a new product to widen their audience and reach, a successful collaboration was The North Face x Gucci, in four months their capsule collection in 2020 made around $15.3M (Launchmetrics, 2022).

PRICE

Gucci’s pricing reflects their position in the luxury market with their focus being on the name and quality of the product. Gucci’s target audience is a wealthy individual with a high-class status and great disposable income, therefore, to restrict their products to this market the price is almost unreachable to the average individual. This gives the brand a high-class status and luxury name (Danziger, 2022).

PROMOTION

Gucci’s omnichannel marketing strategies primarily lie within digital media and the use of social media. Gucci is an established and history rich fashion house that has a recognised name therefore marketing to stay relevant is crucial (Mathieu-Phillips, 2021). Gucci partner with celebrities and social media influencers, as well as other brands to widen the demographic for the brand and ‘re-establish its identity as a new, modern brand’ (Fashionabc, 2022). These faces used for celebrity endorsement can easily resonate with Gen Z and Millennials with the celebrities sharing the campaign on their own channels. See Appendix C.

PLACE

According to Similar Web, (2022) The United States was the top country to engage with Gucci online at 38.23%, up 13.58%. This is followed by The UK with 8.13%, down 1.73%, then, The Republic of Korea at 5.57%, up 7.75%, Italy at 4.76% up 21.67%, and Australia 4.42%, up 12.07%. Gucci recorded $1.632 billion e-commerce sales in 2022, an increase from 2021 with $1.512 billion sales (Statista, 2022).

At the end of 2021, Gucci had 501 stores in operation. 226 stores in the emerging markets, 107 stores in Western Europe, 97 stores in North America, and 71 stores in Japan (Statista, 2022).

For Gucci to stay current they ensure to engage in all trends to stay in line with their competitors, an example of this is the movement towards the Metaverse and NFT’s (Marr, 2022). Gucci’s website is the heart of their marketing with all social media platforms having links to the website. It stores all previous campaigns, products, and digital look books (Gucci, 2022).

However, due to Gucci’s rich history, the brand continues to use their traditional marketing techniques in the form of print media advertisements within fashion magazines such as Vogue, and print billboards, as well as TV spots. See Appendix D.

Figure 2: Gucci Ophilda Campaign

Figure 3: Female Gucci Target Audience

Figure 4: Male Gucci Target Audience

Figures 5-11: Gucci Target Audience Moodboard

STRENGTHS: WEAKNESSES:

Gucci is a global, well known luxury house with a rich history and progressive styling. Gucci had a total of 501 stores in operation around the world as of December 31, 2021 (Statista, 2022). Meaning the brand is recognised and shopped globally.

Gucci have a strong marketing strategy in celebrity endorsement, using current faces within their campaigns, for example: Harry Styles, Billie Eillish, Miley Cyrus and Mohamed Salah (Wolf, 2022). The variety of celebrities used widens the opportunity for different demographics to engage with Gucci.

Gucci has a wide product range in a diverse size range. This allows the brand to reach a wider market (Gucci, 2022).

Gucci’s TikTok account lacks views and followers compared to their other social media. With TikTok being a predominant tool for fashion marketing today Gucci could be losing potential audiences (Gucci TikTok, 2022).

‘Good on You’ gives Gucci a rating of ‘not good enough’ for their impact towards animal welfare. This is due to their use of leather, exotic animal hair and wool from non-mulesed sheep (Rauturier,2022).

Gucci offers only specific gendered clothing and does not offer genderless fashion, which reduces their audience and lacks inclusiveness (Gucci, 2022).

OPPORTUNITIES: THREATS:

After Alessandro Michele left his role as Gucci’s Creative Director it gives the brand an opportunity to push their marketing and designs towards the younger demographic as the future of Gucci (Williams, 2022).

With online purchasing becoming the prominent way that Gen Z and Millennials shop it has created an opportunity for Gucci to expand their online presence to communicate with their audience and increase sale (Oberlo 2022).

Good on You, (2022) gave Gucci an environmental rating, “good”. Gucci uses some eco-friendly materials in their circular line, “Gucci Off The Grid“. The brand says it “uses recycled, organic, bio-based, and sustainably sourced materials”. Although this is positive, it gives Gucci the opportunity to become a fully sustainable brand (Rauturier, 2022).

The cost-of-living crisis in the UK is affecting the amount of disposable income that people have to spend on luxury clothing, therefore it is predicted that sales will decrease (Danziger, 2022).

Gucci has experienced a fall in growth with analysts expecting this year a forecast sales of €10.75 billion, up around 10 percent year-on-year. This is significantly lower than the luxury market, which is estimated to grow almost twice as fast, up 22 percent this year (Williams, 2022).

Websites such as ‘DHgate’ and ‘AliExpressFake’ sell fake designer products at a cheap price. Gucci products are sold on these websites and damage the brand image by giving anyone accessibility to wear the brand name, this reduces the exclusivity that Gucci have for their customers. The counterfeit problem is increasing as ‘54 percent of survey respondents’, conducted by Business of Fashion, ‘said they think it’s morally acceptable for other people to buy and use fake luxury goods; 37 percent said they would personally wear a fake luxury item’ (Chen, 2022).

CHARITY WORK

(Gucci, 2022).

PROFIT PEOPLE PLANET

‘Gucci reported €9,731M revenue in 2021 (Equilibrium, 2022). This number has increased 35.2% from the previous year’ (Klich, 2022).

‘In its 2021 earnings report, Kering noted that the first six months of the pandemic profoundly disrupted global sales as well as store traffic driven by tourism, pushing business down by nearly 18% in 2020’. But by last year, its brands began to experience a turnaround, as consumers were eager to buy luxury goods again’ (Klich, 2022).

‘Increased employee diversity in corporate and retail, with 58% female members in management roles and 42% female members in senior management roles.’

‘Created greater opportunities for Disabled people in our workplace.’

‘Supported over 25 organisations, directly impacting 62,526 women and girls through our global campaign for gender equality CHIME FOR CHANGE.’

‘Began analysing global gender pay parity in over 45 countries’ (Equilibrium, 2022).

‘Reduced our total footprint by -49% and our greenhouse gas emissions by -46% since 2015 relative to growth’.

‘Attained 100% green energy in 44 of the 49 countries we are located in for our stores, corporate locations and factories, equalling 93% renewable energy word-wide towards our 100% target by the end of 2022’.

‘Maintained carbon neutrality across Scopes 1, 2 and 3 of the Greenhouse Gas Protocol since 2018’ (Equilibrium, 2022).

ELKINGTONS TRIPLE BOTTOM LINE

“Our mission is to encourage everyone to express their full selves: their gender, sexuality, race, ethnicity, culture and disability”

Figure 12: Gucci Equilibrium Logo

POLITICAL

In 2019 in America Women was fighting for the fight to abortions which caused a high controversy across the globe. Therefore in 2019, Gucci created a collection with the quote “my body, my choice” onto the back of the blazers as well as showcasing a ‘Grecian-style dresses with sequined ovaries, and emblazoning capes with “22/05/1978”, the date Italy officially decriminalised abortion’. Gucci also covered the costs of any US employee who needs access to reproductive health care’ (Cadogan, 2019).

ECONOMICAL

Vogue Business has stated that ‘Gucci’s sales declined more than expected in the final quarter of 2020’. The revenue fell by 10.3% in the fourth quarter of 2020, the hardest fall in comparison to Gucci’s competitors. In 2020 The Kering Group’s Chairman, François-Henri Pinault, set a strategy for Gucci to increase sales, this includes focusing on the marketing strategies on the highest selling products- the Gucci handbags (55% of sales) (Guilbault, 2021). Statista, (2022) shows Gucci revenue in 2021 as €9.7309 billion which has risen since its dramatic dip in 2020, which may suggest the strategy to increase sales was successful.

SOCIAL

During the pandemic Gucci as a brand wanted to help fight against Covid-19, therefore they made two separate donations of 1 million euros bothGucci’s origin country, Italy, who were particularly affected by the crisis, and the United Nations Foundation’s COVID-19 Solidarity Response Fund in support of the World Health Organization. This money was given to help the health services with equipment and to support scientists who worked on vaccines and treatments (Gucci, 2020).

TECHNOLOGICAL

In 2021 Gucci was one of the first luxury houses that announced their introduction into the Metaverse, The Vault (Gucci, 2022). ‘Gucci’s new initiative is part of a larger trend of major brands wanting to capitalize on the opportunity to boost the sale of physical goods and sell virtual versions of their products to metaverse users’. ‘Investment bank Morgan Stanley has predicted that digital fashion could increase the industry’s sales by $50 billion by the year 2030’ (Marr, 2022).

ENVIRONMENTAL

‘Gucci is committed to reducing the environmental impact of its business operations with a special focus on the use of energy and water, waste production, hazardous chemicals and the sustainability of raw materials; identifying and assessing both direct and indirect social and economic environmental impact along the entire supply chain and promoting within its own spheres of influence actions for the improvement and development of support for people and their environment’. In 2019, Gucci announced ‘that they will pay every year to offset the emissions it can’t eliminate from its supply chain to become carbon neutral’ (Luxiders Magazine 2022).

LEGAL

LGucci struggles with counterfeit, where businesses are selling knock-off Gucci products for their own profit. Therefore, Gucci have taken on a high volume of lawsuits fighting against Gucci fakes being sold. One example is in 2021 Gucci collaborated with Facebook to file a joint lawsuit against people selling and advertising fake Gucci on the social media platform. Gucci managed to get four million online product listings taken down in 2020, seized 4.1 million fake items, and 45,000 websites and social media accounts advertising fake goods shut down (Davidson, 2021).

The NHS say that ‘Older people are especially vulnerable to loneliness and social isolation – and it can have a serious effect on health. But there are ways to overcome loneliness, even if you live alone and find it hard to get out’ (NHS, 2022). When people grow older, they begin to be cut off from society, this is especially true among over 75’s. This can be due to ‘getting older or weaker, no longer being the hub of their family, leaving the workplace, the deaths of spouses and friends, or through disability or illness’ (NHS, 2022). Not only is loneliness in elderly a sad thought, but it can also lead to mental health issues like depression and a serious decline in physical health and wellbeing.

Loneliness in elderly is a social issue that can be easily solved if the younger generation are aware of the problem and are eager to help change. Therefore, by Gucci creating a brand campaign for this social issue it will help to reduce the negative statistics that loneliness in elderly has created. See Appendix F.

KEY STATISTICS

1 in 3 elderly people are lonelier after the pandemic (Elder, 2022).

LONELINESS IN ELDERLY

It is predicted that loneliness will increase to around 2 million people by 2026 (Age UK, 2022).

More than two million people in England over the age of 75 live alone (Age Uk, 2022)

‘More than a million older people say they go over a month without speaking to a friend, neighbour or family member’ (Age UK, 2022)

1.4 million older people in the UK are often lonely (Age Uk, 2022).

JOHN LEWIS

John Lewis’s Christmas advert in 2015, ‘THE MAN ON THE MOON’. John Lewis collaborated with Age UK to raise awareness for older people who go for a month or more without speaking to anyone with Christmas being practically different for these people. The emotion that John Lewis created to portray this message and has now become an iconic and memorable Christmas advert (Vizard, 2017).

VERY

Very’s Christmas advert in 2019, ‘BETTER TOGETHER’, ‘follows the residents of Chester Street as they give up their time to make sure their elderly neighbour Sidney isn’t alone at Christmas’ (Langford, 2019). The use of illustration creates a wider audience appealing to a younger audience too. This allows the issue to be implanted into young minds with the intension of reduce loneliness at Christmas.

AGE UK 2022

Age UK regularly create advertisements to raise awareness for the work that they do but also the issues that they support. ‘Love Later Life’ is a campaign that Age UK have recently released that shows how older people can reach out for support or just for someone to talk to. This campaign is designed to be supporting to the elderly but raise awareness and create emotion for the rest of the country (Age UK, 2022).

O2 2022

O2’s Christmas advert in 2022, ‘SNOWGRAN’ narrates the story of an ‘elderly snow-woman who is gifted an O2 Christmas SIM Card to help her reconnect with her family’ (Langford, 2019). This is based on the social issue of loneliness in elderly, especially at Christmas, with O2 helping to give a solution to help reduce the isolation that elderly people.

LONELINESS IN ELDERLY

PREVIOUS CAMPAIGNS

Figure 14: John Lewis ‘Man on the Moon’ Christmas Advert 2015

Figure 15: Gucci’s Spring/ Summer 2016 Campaign

THE CONCEPT

GUCCI’S DANCE WITH GRANDMA

Gucci will run a non-profit campaign named ‘Dance With Grandma’, which they will be working with Age UK to help to raise awareness for the social issue of loneliness of elderly. The campaign name was given to show how the smallest actions can reduce mental health and physical problems that loneliness and isolation causes. The campaign will include a short fashion film in the style of Gucci’s advertisements and will be supported by still images. ‘Fashion imagery is not only a reaction to social, cultural, and technical change, it is an art form that speaks to our aspirations and desires’ (Werner, 2018). See Appendix I.

THEME

Previous adverts that try to raise awareness for issues such as loneliness in elderly, are often sad shocking to grab the audience’s attention. However, this concept is very overdone and clearly has reached a point where the audience is numb to the concept, therefore is no longer effective. ‘Non-profit marketers must understand that empathy and outcome efficacy play distinct roles in charity appeals’ (Lee, Seo, Yoon, 2020). Gucci want to show Generation Z that the elderly is not to be written off and want to show positivity and personality through the interaction with Gen Z.

MARKETING

The campaign will follow Gucci’s regular marketing strategies, therefore social media will be the most predominant medium used to connect with Generation Z. ‘Social media has definitely taken a leap in capturing the intended audiences and building brand relationships… It has long overtaken the traditional, productdriven, one-way street in marketing communication (Moriuchi, 2019). The still images will be posted on stories and grid posts on Instagram, while clips from the fashion film will be used on reels and TikTok. The website will feature the images in a digital look book. Out of House marketing will also showcase this campaign through billboards.

MEASUREMENT

The campaign will be measured through engagement with the campaign. Social media platforms will be monitored, and the use of the hashtag will allow Gucci to measure the interactivity that the campaign has produced. As part of the campaign there will be opportunities for consumers to donate to Age UK to help those living alone with no families, this will also be measured.

Figure 25: Millie Hannah

26: Jordan Hames

Figure 27-33: Campaign Target Audience Moodboard

CAMPAIGN INSPIRATION

STYLING INSPIRATION

IRIS APFEL

Iris Apfel is an ‘fashion icon’ and recognised for her elaborate and ‘electric’ style (Clifford, 2021). Apfel is an interior designer who gathered her success from museum exhibitions, a coffee-table book, a documentary and campaigns for MAC Cosmetics and H&M. She has featured in Vogue Italia and is the oldest cover star of Dazed. She described herself as "the world's oldest living teenager (Business of Fashion, 2022).”

‘Apfel pairs layers of bright colours and oversized glasses and jewellery together’ to create a busy and fascinating phenomenon. The styling of the Gucci campaign for loneliness in elderly will be inspired by Apfel’s styling, although it will be toned down due the focus being on the social issue rather than fashion.

PHOTOGRPAHY INSPIRATION

MARK PECKMEZIAN

Mark Peckmezian’s style of photography has inspired this campaign from his work on the Gucci’s Après Ski campaign 2022. The campaign uses a mixture a candid and posed imagery which created to create a sense of watching people on their ski trip as well as seeing pictures of the past.

The lighting of the images is natural with editing to create a retro style campaign using a grain filter (Re-edition, 2022). The fashion film one minute and six seconds video, which keeps Gen Z and Millennials engaged, according to a study (Boger, 2020).

VIDEOGRAPHY INSPIRATION

AKINOLA DAVIES Jr’s

For the fashion film inspiration will be taken from Akinola Davies Jr.’s videography work. The Gucci’s Apres-Ski campaign, created by Davies Jr. is a short film, one minute and six seconds, which has been designed with Gen Z and Millenials in mind which are reported to have the shortest attension span according to study on engagment in the youth culture (Boger, 2020).

The use of music in the fashion film reflects the mood and setting aswell as the usual brand aethetic. The shots are mostly long and medium shots to show more setting and narrative. It is also used to show more of the clothing and styling which will also be necessary for the non-profit fashion film to show clothing refelcting mood.

CAMPAIGN INSPIRATION

SETTING/ LOCATION

GUCCI DANCE WITH

GRANDMA

The campaign shoot and fashion film will be set in Norma’s house as this corelates with the narrative of Norma living on her own with no other contact than with her grandson and daughter when they come to visit her.

The interior design of her house fits the stereotype of an older lady/ person with the design inspired by 1950’s, using floral busy prints.

The living room will be the main area used in the shoot and fashion film with the kitchen used in the fashion film to introduce the grandson into the shot. The shoot will be conducted around Christmas therefore the setting will include some Christmas decoration to create a wholesome feel.

STYLING

GUCCI DANCE WITH GRANDMA

The styling for the campaign will be highly based on Gucci’s colour tones and visuals. Bold patterns and busy imagery are something that Gucci is known for, therefore will be used in the setting and interior of the background.

The campaign is all about the older female therefore the styling of the grandson will be basic, however, Norma’s styling will change from basic clothing to something bolder and more extravagant to represent her emotion. Norma’s second outfit will be inspired by the styling of Iris Apfel, however it will be toned down therefore a leopard print fur coat will be paired with black trousers and a patterned silk scarf and large coloured bead necklace.

LIGHTING & CAMERA

For the Dance With Grandma campaigns images and fashion film, the lighting will be warm toned and natural looking. This will be achieved by using a ring light on a yellow tone setting as this type of lighting will ensure a lack of an artificial feel but will ensure a clear image.

The camera used will be a Canon 750D to capture a strong clear image in high quality to represent the luxury brand that they are for.

Norma Outfit 1 Norma Outfit 2 Grandson Outfit

Figure 34: Iris Apfel

Figure 35/36: Gucci Apres Ski Campaign

Figure 37: Gucci Apres Ski Campaign Video

Figure 38: Elderly Peron’s Interior

Figure 39: Styling for Campaign

STORYBOARD

A storyboard was created to plan the fashion film and scenes that will need to be filmed to create the story of Norma living on her own, and the affect that her grandson has on her emotions and feelings by coming round to to see her.

There will be a turning point in the advert, reflected through the use of music, positivity, happiness, and excitement, which will be the point that will grab the attention of an audience who may not be watching the advert but instead it is playing in the background.

Norma sitting doing her cross stitch while watching televison on her own.

FASHION FILM PLANNING

The fashion film for #DanceWithGrandma will be the main output of the campaign and will be occupied by supporting images to post on social media, use on billboards and emails. The fashion film will follow the same style as previous Gucci fashion films with the duration being between one minute and one minute twenty, this is to ensure that the consistency of the brand but also to capture and maintain the attention of the Gen Z consumer.

The format will run by the opening scene having the Gucci logo across the scene after a few seconds that will be removed and relocated to the bottom right corner in a smaller format. This will remain throughout the film and only move at the end of them film where the logo will be presented across the screen once more. The video will end by featuring the director and videographer of the film and the hashtag for the campaign. This follows the style of previous Gucci fashion films.

The clips on each scene will be short and only be on screen for a few seconds, like previous Gucci campaigns, allowing a variety of shots.

The music that will be used for the fashion film will follow a similar style that Gucci usually use for their campaigns. The song chosen is Married Life by Michael Giacchino. This song will be recognised from the Disney Pixar film, Up, which follows the life an old man who has lost his wife. The song is very fitting to the social issue but also creates nostalgia for Gen Z who watched ‘Up’ as a child.

Norma walks through her kitchen to her front door.

Norma hears a knock on the door, so makes her way to her back door.

Norma is eager to show her grandson her christmas tree.

Norma opens the door to greet her grandson.

Norma gives her grandson a hug and her outfit magically changes to reflect her mood.

Norma and her grandson sit and look at old pictures.

Norma and her grandson dance to their favourite song.

Figure 40: Gucci Apres Ski Campaign video edits

Figure 48: Campaign Photoshoot Dancing Portrait Figure 49: Campaign Photoshoot Grandma holding Grandson’s face

See Appendix L. Figure 44: Campaign Photoshoot Peace Sign Figure 45: Campaign Photoshoot Funny Face Figure 46: Campaign Photoshoot Smiling Figure 47: Campaign Photoshoot Grandma Kiss

DIGITAL LOOK BOOK

GUCCI

WEBSITE

To showcase all the imagery and video for the #DanceWithGrandma campaign, Gucci will create a digital look book much like the previous digital look book for their collaboration with Adidas (Adidas x Gucci Look book, 2022). The previous look book was solely images however with this campaign being a non-profit campaign, teaming up with Age UK to raise awareness it is important that there is some written information and links to find out more. In result of this Gucci has added some key statistics and information to the look book with multiple links to the Age UK website for more ways to support the social issue. See Appendix M

SOCIAL MEDIA MOCKUPS INSTAGRAM

Instagram will ultimately be used to continue with the brand usual and successful marketing techniques. ‘Instagram has over 2 million monthly active users’ (CNBC, 2021), with 59% of users who login daily, 90% of users follow a brand, and it is recorded to be the fourth most downloaded app in 2021 (Chen, 2022). Statista, (2022) shows that 62.25% of Instagram’s users are under the age of 35, which fits Gucci’s target market as well as the campaigns target market, ensuring engagement from the intended consumer.

GRID POSTS

To display the campaign as part of Gucci’s brand it is important that they post imagery from the campaign on their grid. Although stories are seen to have the most engagement recently, stories are only temporary unless saved to a highlight. Therefore, grid posts will be necessary to ‘Dance with Grandma’, allowing the non-profit campaign to sit alongside Gucci’s previous and future marketing campaigns.

REELS

The ‘Dance with Grandma’ fashion film will be uploaded on Instagram as a reel to further the consumption levels through different channels. 91% of active Instagram users watch videos weekly and 66% of consumers find that short-from videos are the most engaging type of social content (Chen, 2022).

HASHTAG

#dancewithgrandma

The hashtag #dancewithgrandma will be used to increase opportunity and visibility for the campaign, as well as boosting engagement (Sheikh, 2022). A study shows using at least one hashtag on Instagram can increase engagement by 12.6% (Hamilton, 2019).

It has been proven that the use of hashtags on TikTok has resulted in the most effective results than other social media. They can generate 4 times ad recall and 4.5 higher brand awareness which allows more consumers to be educated through the Dance with Grandma campaign (Sheikh, 2022).

STORIES

To maximise the potential engagement of the campaign it is advised that a brand should post up to five stories a day, Chen, (2022) claims this leads to a retention rate of over 70%. Instagram, (2022) reported that “50% of Instagrammers have visited a website to buy a product/service as a result of seeing it in Stories.” Therefore ‘Dance with Grandma’ will post a variety of stories which will include imagery from the campaign, statistics on the social issue and short clips of the fashion film.

FACEBOOK

Both the campaign images and fashion film will be uploaded onto Facebook to reach a wider audience. Facebook has reported to have 3 billion monthly active users in 2022, and ‘1.98 billion people on average log into Facebook daily’. Users spend on average 19.6 hours a month on Facebook and 33 minutes a day (Bagadiya, 2022).

Statista, (2022) shows 12.6% of the total active Facebook users globally are females aged 25 to 34. Although this is not the specific target audience for the ‘Dance with Grandma’ campaign it allows the social issue to be raised further. With content already made for other social media platforms, Facebook will also be used for market the campaign. Gucci is an active user on Facebook with over 20 million likes on their page, therefore this campaign will follow their usual marketing strategies by posting on Facebook.

TikTok reported 1 billion monthly active users with 47% of the users being aged 10-29 and 42% of users aged 30-49, showing the procession in demographic that TikTok has made to social media (Statista, 2022). Therefore, the ‘Dance with Grandma campaign will be viewed by a wider audience than intended. TikTok was the most downloaded app in 2021 with more than 700 million downloads, with 90% of users accessing the app every day and spending around 24 hours on the app each month.

Tiktok’s top-performing videos are between 21 and 34 seconds long according to a report (Sheikh, 2022). The ‘Dancing with Grandma’ fashion film will be cut down to make a 21-34 second TikTok, which has been proven the most engaging short form video format for generation Z, to gain consumers from the popular short form video app (Sheikh, 2022).

The style of the ‘Dance with Grandma’ fashion film is made to connect with the audience through emotion and aligning with their own life, as studies show that 67% of users feel that they become closer to a brand when they publish unfiltered, human content. A report also discloses that 56% of users feel a closer connection with brands that they see on their social media platforms (Sheikh, 2022).

YOUTUBE

Youtube will be used as the main platform for the ‘Dance with Grandma’ fashion film as the full version will be uploaded on Gucci’s channel and be available to view by anyone. The link will also be able to be shared across their social media platforms to direct the consumer to the full video. As well as it being uploaded onto Gucci’s channel the fashion film will be used as an ad that feature in other creators’ channels.

YouTube is the most used long form video content channel with the average time spend on the site monthly is 22 hours and 40 minutes. It was reported that more than 5 billion videos are consumer every day, with 30 million visitors per day (Duggal, 2022). These figures clearly show the potential influence that a brand video can make with a high volume of hours consumed it greats a greater opportunity for brands like Gucci to target an audience and create a lasting impression. Video marketing can build trust and engage with customers through the consumer being able to understand the brand personality further than a still image (Agrawal, 2016). With 68% of YouTube users saying that videos influence their buying decisions allows the brand not only to use this to sell products but in terms of a non-profit campaign like ‘Dance with Grandma’ it can influence change in behaviour, benefitting the social issue (Duggal, 2022).

EMAIL

Gucci will send out emails to their existing customers as a marketing technique to showcase the campaign through a different channel. The email will have links to the Gucci website as well as the social media platforms, with the #DancewithGrandma campaign. According to the Hub Spot 2022 state of marketing report ‘95% of marketers found that their email marketing strategy was effective in meeting business goals’ and ‘79% of marketers ranked email in their top three channels for effectiveness. Email’s low cost and high visibility make it essential for marketing success’ (Coleman et al., 2022). With Gucci’s high budget, the brand can use a variety of channels to advertise therefore will the positive statistics that email marketing has it allows a wider audience to see the campaign, leading to an increase in awareness being raised. ‘99% of consumers check their email every day and it is by far the preferred way to receive updates from brands’ (Riserbato, 2021). See Appendix O.

The #DanceWithGrandma fashion film will be used as an ad on mainstream television, YouTube, and digital billboards. Shortened versions of the film will be uploaded as a Reel on Instagram and TikTok. By using the fashion film on different channels, it increases the volume of individuals to consumer to ad as well as a higher chance for action to be taken to help to reduce loneliness in elderly.

BILLBOARD LOCATIONS

LONDON MANCHESTER LEEDS

LIVERPOOL NEWCASTLE BIRMINGHAM BRISTOL EDINBURGH BELFAST ABERDEEN BRIGHTON

GLASGOW SHEFFIELD NOTTINGHAM OXFORD CAMBRIDGE CARDIFF YORK LEICESTER SOUTHAMPTON COVENTRY DERBY

REFLECTION

SELF REFLECTION

By critically analysing Gibb’s Reflective Cycle, (1988) it allows me to reflect on how successfully I applied myself to the project and what aspects I would develop and improve on. Overall, my initial ideas translated successfully into the non-profit campaign for Gucci, theming loneliness in elderly. With a lack of experience in videography and working with the older demographic, the fashion film was smoothly executed with only minor issues that arose when editing. Within the planning of the photoshoot the lighting was supposed to reflect the feelings of the elderly lady, changing from a low to high mood when her grandson arrived. Due to a low budget only a ring light was available which limited the lighting changes. The ring light also caused some issues with reflecting in glass and other surfaces which I did not realise until editing. To combat this issue in the future I would take some mock images and video clips to check for unwanted items or reflections in shot before continuing. In conclusion I feel that I have successfully fulfilled the brief by creating a non-profit campaign for a fashion brand that raises awareness for a current social issue. I have considered marketing strategies, target market, the brand, informational sources, measurement, and charity connections which has allowed me to create a clear plan for a successful non-profit campaign.

FORMATIVE FEEDBACK

Peer Feedback

When generating my initial ideas for the Gucci non-profit campaign with the theme of loneliness in elderly, I gathered some peer feedback on a mood board that I created to showcase the ideas for the campaign. Overall, I received overwhelmingly positive feedback that complimented the strong visuals, unique concept, excellent use of images, creative and fun concept, and demonstrated a clear target audience and creative output. Additionally, the feedback discussed the importance of acknowledging the social issue of loneliness in elderly and how the social issue fits the brands ethos creating a very relevant campaign. However, the criticisms that the mood board faced were based on explaining the thought behind certain elements, for example the reasoning behind the channels chosen, how Gucci will benefit from the campaign, and explaining the shoot concept and target consumer in greater detail.

Tutor Feedback

The feedback I received by the tutor praised the idea and concept as well as the use of imagery to represent Gucci and the concept. However, the need to explain why Gucci would create a campaign like this and the benefits for them is imperative when pitching the campaign. Questions were also raised due to the intention of the campaign, ‘is the campaign just a social cause to raise awareness or will it encourage audience to engage with the brand?’ In terms of the mood board design and layout the feedback explained that the use of a grid on the page helps with alignment, as less imagery, a larger headline and a “hero” image used will create a clearer representation. See figure Q.

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IMAGE REFERENCES

Figure 1: Gucci Gift 2022 Camapign (Source: Gucci Instagram, 2022: online) https://www.instagram.com/p/ClbM_wqtHCk/?utm_source=ig_web_copy_link

Figure 2: Gucci Ophidia Campaign (Source: Gucci Instagram, 2022: online) https://www.instagram.com/p/CiiWFv8BRlk/?utm_source=ig_web_copy_link

Figure 3: Female Gucci Target Audience (Source: lopezbritt Instagram, 2022: online) https://www.instagram.com/p/CgrqyEBgJfC/?utm_source=ig_web_copy_link

Figure 4: Male Gucci Target Audience (Source: Danclemt Instagram, 2022: online) https://www.instagram.com/p/Cc-wY8YNo9a/?utm_source=ig_web_copy_link

Figure 5: Gucci Target Audience Moodboard (Source: Emilie Kelly, 2022)

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https://www.mirror.co.uk/tv/tv-news/what-john-lewis-christmas-advert-6780489

Figure 15: Gucci’s Spring/ Summer 2016 Campaign (Source: Harpers Bazaar, 2016: online)

https://www.harpersbazaar.com.sg/gallery/dreams-and-reality-collide-in-guccis-ss16-adcampaign/

Figure 16: Concept Moodboard (Source: Emilie Kelly, 2022)

Figure 17: Elderly Lady (Source: Stylist, 2020: online)

https://www.stylist.co.uk/long-reads/world-happiness-report-how-to-be-happy-books-reading-photography-portrait-travel-science-psychology-women-advice/245868

Figure 18: Iris Apfel Wearing Black and Gold (Source: Gettyimages, 2014: online)

Figure 19: Iris Apfel in her Home (Source: Iris Apfel, 2010: online)

https://www.coolchicstylefashion.com/2010/04/iris-apfel-uno-stile-fantastico.html

Figure 20: Old Ladies Blowing Bubbles (Source: Shawn Gust/Coeur d’Alene 2008: online) https://www.theguardian.com/world/gallery/2008/jul/03/1

Figure 21: Eha model in Blue Dress (Source: Sirli Raitma, 2022: online) https://www.sirliraitma.com/#45

Figure 22: Eha Model in Pink Rushed Dress (Source: Sirli Raitma, 2022: online) https://www.sirliraitma.com/#45

Figure 23: The Gucci Gift Campaign (Source: Jacobs, 2022: online)

https://www.instagram.com/p/Ck_TttPNKjZ/?utm_source=ig_web_copy_link

Figure 24: Gucci, The Shining Inspired Campaign (Source: Highsnobiety, 2022: online) https://www.highsnobiety.com/p/gucci-stanley-kubrick-shining-clockwork-orange/

Figure 25: Millie Hannah (Source: Millie Hannah Instagram, 2022: online) https://www.instagram.com/p/Chxl1Xwrcaq/?utm_source=ig_web_copy_link

Figure 26: Jordan Hames (Source: Jordan Hames Instagram, 2022: online) https://www.instagram.com/reel/CW9BWhblcv4/?utm_source=ig_web_copy_link

Figure 27: Campaign Target Audience Moodboard (Source: Emilie Kelly, 2022)

Figure 28: Coffee and Pearl Purse (Source: Justė Šoblinskaitė, 2022: online)

https://www.instagram.com/p/CnTsay9t8b-/?utm_source=ig_web_copy_link

Fugure 29: Megan Short Influencer (Source: Megan Short, 2022: online)

https://www.instagram.com/p/Cj5IWyGDBZj/?utm_source=ig_web_copy_link

Figure 30: Jordan Hames influencer (Source: Jordan Hames, 2022: online)

https://www.instagram.com/p/CfUgdE6r_Jw/?utm_source=ig_web_copy_link

Figure 31: Saam Nas influencer (Source: Saam Nas, 2022:online)

https://www.instagram.com/p/CjJHR8jKIxs/?utm_source=ig_web_copy_link

Source 32: Millie Hannah influencer (Source: Millie Hannah, 2022: online)

https://www.instagram.com/p/ChQCL05LeNY/?utm_source=ig_web_copy_link

Source 33: Marija Kadicinfluencer ( Source: Marija Kadic, 2022: online)

https://www.instagram.com/p/CmeoCQiI_un/?utm_source=ig_web_copy_link

Figure 34: Iris Apfel (Source: Vogue, 2022: online)

https://www.vogue.com/sponsored/article/iris-apfel-has-a-centurys-worth-of-advice-onhow-to-define-your-own-style

Figure 35: Gucci Apres Ski Campaign (Source: Peckmezian, 2022: online)

https://www.instagram.com/p/CmHTG9zBHGV/?utm_source=ig_web_copy_link

Figure 36: Gucci Apres Ski Campaign (Source: Gucci Instagram , 2022: online)

https://www.instagram.com/p/CmMxSyGM1gm/?utm_source=ig_web_copy_link

Figure 37: Gucci Apres Ski Campaign Video (Source: Akinola Davies Jr, 2022: online) https://www.youtube.com/watch?v=5_faJ6khFTI

Figure 38: Elderly Person’s Interior (Source: We Heart It 2022: online)

https://weheartit.com/search/entries?utf8=%E2%9C%93&ac=0&query=old+lady+living+room

Figure 39: Styling for Campaign (Source: Emilie Kelly, 2022)

APPENDIX

Figure 40: Gucci Apres Ski Campaign Video Edits (Source: Akinola Davies Jr, 2022: online)

https://www.youtube.com/watch?v=5_faJ6khFTI

Figure 41: Campaign Storyboard (Source: Emilie Kelly, 2022: online)

BRAND IDENTITY PRISM

APPENDIX A

Figure 42: Campaign Photoshoot Grandma Dancing (Source: Emilie Kelly, 2022: online)

Figure 43: Campaign Photoshoot Photo Album (Source: Emilie Kelly, 2022: online)

Figure 44: Campaign Photoshoot Peace Sign (Source: Emilie Kelly, 2022: online)

Figure 45: Campaign Photoshoot Funny Face (Source: Emilie Kelly, 2022: online)

Figure 46: Campaign Photoshoot Smiling (Source: Emilie Kelly, 2022: online)

Figure 47: Campaign Photoshoot Grandma Kiss (Source: Emilie Kelly, 2022: online)

Figure 48: Campaign Photoshoot Grandma Dancing Portrait (Source: Emilie Kelly, 2022: online)

(Kapferer, J.N, 1992)

Figure 49: Campaign Photoshoot Grandma Holding Grandson’s Face (Source: Emilie Kelly, 2022: online)

Words: 3295

COMPETITOR SOCIAL MEDIA ANALYSIS

RECENT GUCCI CAMPAIGNS

BILLIE EILISH Eyewear Campaign, September 22

HARRY STYLES ‘HAHAHA’ Campaign, November 22

MOHAMED SALAH GQ Sports Campaign, December 22

GUCCI Après-Ski December 22 GUCCI Gift November 22

GUCCI Exquisite August 22

GUCCI X MOHAMED SALAH

GUCCI X HARRY STYLES

In November 2022, Gucci announced their collaboration with Harry Styles. The collection, HA HA HA, was designed and directed by both Alessandro Michele and Styles and was described as ‘the result of the two playing like kids, it’s their dream wardrobe designed through WhatsApp and over glasses of wine, and “it’s more about life,” Michele said during the presentation of the collection back in June.’

A press release from the brand stated that the campaign’s narrative has the aim to move closer to “masculine transformation”. The clothing in the collection has a strong influence by 70’s fashion as well as eccentric styling which matches Style’s looks. ‘Harry Styles’ fashion inspiration lies in the rock gods who came to prominence in the ‘70s. “We were sharing for a long-time image of eccentric men from the era,” Michele said. “And so, we went really close to the things that are very difficult to find in vintage, or things that apparently belong to an era that, in a way, doesn’t exist anymore” (Wolf, 22). The campaign links with Styles’ latest album ‘Harry’s House with the imagery based in a house.

In December Balenciaga faced a scandal linking them to child pornography due to props used within their advertising campaign (Paton et al., 2022). With this topic being the front of consumer’s minds, Gucci are now facing similar speculation due to the child references in the HA HA HA campaign (Ritschel, 2022).

The use of Harry Styles for Gucci creates a campaign that markets towards Gen Z, due to his younger audience. This is a well thought out collaboration for Gucci as their new target audience is aimed towards the younger audience, therefore, using a very current musician and actor allows the brand to be seen by his fans.

The Egyptian Footballer, currently playing for Liverpool FC also collaborated with Gucci and GQ in 2022. The campaign concept was based on his high level of fame, visually presented by a press conference. Salah is asked multiple questions, while he answered the questions the audience saw a visual of his thoughts (Nast, 2022). The campaign was directed by Anton Tammi and Kirmo Manninen, with creative direction from Rebecca Mason and Modesta Dziautaite.

The campaign was marketed through ‘a high-concept video’ posted on social media platforms. ‘According to Gucci, this collaboration is the first in a new narrative series called “A Hero’s Journey”. In Gucci’s own words, the series will feature “global talents sharing their personal experiences and lengths they’ve gone to succeed”’ (Upadhyaya, 2022).

The use of Mo Salah on a Gucci campaign creates exposure to a different type of audience than Gucci’s usual campaigns would hit. Typically, football fans are not known to shop Gucci, however by using a high-profile Liverpool player not only does the campaign market to football fans, Liverpool fans but also specifically Salah fans. However, it is also a strong marketing technique to align with football players with the brand increasing the probability of high earning football players purchasing Gucci products.

GUCCI X ADIDAS

The Gucci x Adidas collection was originated from Michele’s love for the brand’s ‘imagery which is rich in personal and sentimental memories not only for the designer, but also for a young (and not so young) demographic’ (Tiziana, 2022).

The first collection for the collaboration was launched in June 2022 and was only available to purchase through 'My Gucci' or Adidas' 'Confirmed' platforms (Jackson, 2022).

The collaboration combined the sport and streetwear elements of Adidas with inspiration taken directly from an archival 1979 adidas catalogue to create a retro style collection with 70s and ’80s nostalgia (Ahluwalia, 2022). The products focus on sports and athleisure, tennis, and golf, allowing Gucci to reach into a different market other than luxury fashion. However, the collection is flexible and ‘ventures into sophisticated separates’ (Bennet, 2022). The collection expands on the sartorial streetwear creations with a spectrum of sport-inspired pieces in which the heritage of both brands is encoded in a trio of lines (Gucci, 2022). As part of the marketing strategy Gucci created a digital look book on their website that includes more than sixty images to represent the collaboration (Bennet, 2022). The marketing for the collaboration was primarily on social media, with the addition of the fall runway show.

‘After adidas x Gucci was released in June, online searches for Gucci increased 286% in the first 48 hours post-launch’ (Harris Poll, 2022).

GUCCI X PALACE

Another collaboration that Gucci announced in 2022 was their collection with Palace. “The Palace Gucci collaboration sees a blending of sensibilities, combining the approaches, obsessions and meanings that unify the two brands under one collection” (Avraam, 2022). Gucci’s creative director said, “this didn’t come about by chance, but rather from the will of people who shared the same things, from heterogeneity, from the street, and there is really a bit of everything inside,” With Palace’s target audience being Gen Z and Millennial, street wearing predominantly males (59.73%), it creates a different audience that will be exposed to Gucci (Similar Web, 2022). Vogue said “both brands have an undeniable influence on youth culture, but also feed off that spirit to fuel their own output”.

The Gucci x Palace collection will include clothing and accessories for all genders and will only be available to purchase from ‘Gucci Vault’ (Willson, 2022). Ten pop-up shops of the Vault opened across the world which the products can be purchased from (Newbold, 2022).

THE EXQUISITE GUCCI CAMPAIGN 2022

Alessandro Michele describes ‘The Exquisite Gucci campaign by saying: “If you ask me, a garment is not, and never will be, just a piece of fabric. It’s rather the means through which we are able to unfold who we really decide to be, it’s how we shape our desires and the ultimate sense of our staying. That’s why I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralize the human and its metamorphic ability.”

The campaign took inspiration from ‘iconic movies such as The Shining, 2001: A Space Odyssey, Eyes Wide Shut, and A Clockwork Orange, to create intriguing imagery that creates nostalgia to an older demographic who watched these films when they were younger (Gupta, 2022). Nostalgia is a marketing trend that brands are encouraged to use to engage their audience and create a deeper emotional connection (WGSN, 2022).

The campaign was resonated during Milan fashion week Michele created a ‘hall of optical mirrors—a space that took on metaphorical meaning for the way it enhanced and articulated exhibiting potential, just like clothes themselves’ (Gucci, 2022).

GUCCI APRES-SKI

Gucci describes the collection as ‘a cast of mountaingoers embarks on an alpine getaway with a special Winter wardrobe expanding upon the House’s vision of a travel-minded lifestyle’ (Gucci, 2022). The campaign is based on the ski slopes using a variety of models to represent a friend’s ski holiday using a candid style of photography and bright colourings. After reaching out into the sporting market with the collaboration with Adidas and campaign with Mohamed Salah, Gucci are exploring a new audience than their usual luxury fashion customers. Ski clothing is prominently for the use of the sport however can still be worn for as part of high fashion styling, which is expressed through the campaign. The models used are all of a younger demographic which infers that Gucci is trying to push their marketing towards Gen Z and Millennials, this is also true to their marketing techniques of mainly using social media.

GUCCI TARGET MARKET- MILLENNIALS

Gucci’s audience is primarily in the United States according to Similar Web, (2022) with 38.23% of their audience being in the US, 8.13% in the UK, 5.57% in Korea, 4.6% in Italy and 4.42% Australia. Similar Webs, (2022) revealed that Gucci’s audience is 40.96% male and 50.04% female, aged 25-34 years old.

Acorn named this audience as the town house cosmopolitan. These millennials live in high value terraced houses with the estimated value of over £350,000- £1million. Most of the people living in this area will earn more than the national average, ‘the proportion paying higher rates of tax is well over three times the average. This is due to the many white-collar occupations and high proportions of managers and professionals, and in part due to the fact that these people frequently live in urban settings, often major cities. A fair proportion of this type will be company directors. A good proportion will have significant savings accounts in addition to their investments (Acorn, 2022).

These individuals use the gym and live an active lifestyle and enjoy an active outdoor holiday. Has an interest in the theatre, art, photography, food, music, and film. ’These people are frequent internet users who are comfortable online and tend to be happy to both manage and arrange their financial affairs online or by phone. Other likely online purchases include travel or cinema tickets, furniture or white goods, haircare, or fragrances. They are particularly likely to read customer reviews and ratings, read blogs and take part in discussion groups’ (Acorn, 2022).

In 2020 the spending power of millennials was estimated at $2.5 trillion annually (Molenaar, 2022). Statista shows as of May 2020, online shopping was the most common among millennial internet users, with about 30% of millennials have indicated that they’ve increased their online spending because of the COVID-10 pandemic (Statista, 2022). 30% of millennials that purchased online used the Buy Now, Pay Later in the US (Statista, 2021).This is because, ‘according to data shared by Forbes, over 65% of millennials actually don’t even have a credit card’ (Molenaar, 2022).

‘According to the Deloitte Global Millennials Survey 2020, 60% of millennials shared that they’re willing to support a big business that took care of its employees and made a positive societal impact during the pandemic.’ ‘Nearly 40% of millennials revealed that they have started a new relationship (or strengthened an existing one) with a business if its services and products have a positive effect on the environment. About a third have actually stopped supporting a business if they thought that the brand was doing more harm than good to the environment’ (Molenaar, 2022).

LONELINESS IN ELDERLY STATISTICS

PREVIOUS SOCIAL ISSUE CAMPAIGNS

In order to create a campaign with the theme of loneliness in elderly it is important to under-stand the extent of the social issue by analysing data from industry experts such as Age UK. These graphs show the levels of loneliness that is present across the country and how the numbers have adapted over the years.

Brands that have created campaigns to raise awareness for loneliness in elderly include John Lewis, Very and O2. They are all based around Christmas for their Christmas advert. Their campaigns focus on how Christmas is a hard month for elderly with a lack of family. Although this is true, loneliness is not just present at Christmas, therefore the Gucci campaign will show the struggles not specifically at Christmas.

INCLUSIVE CAMPAIGNS

Gucci have created multiple campaigns with disabled models leading them to be seen as an inclusive brand. As well as promoting their products and brand they are pushing disability in fashion to become the norm. This shows Gucci is a brand that wants to raise awareness through their presence in the fashion industry and want to make a change. Therefore Gucci will align well with a non-profit campaign to raise awareness for a social issue without the intension of sales.

ELLIE GOLDSTEIN

Ellie Goldstein is an 18-year-old, down syndrome model who has recently, in 2020, modelled for Gucci Beauty, after appearing in starring in an editorial for Vogue Italia (Weinstock, 2020).

Gucci said they hope to ‘create systems change, a disruptive approach to disability inclusion that could benefit all customers. The luxury industry has often excluded disabled people both as consumers and employees, but Gucci’s Robert Triefus says the brand’s “mind has been opened” to disability inclusion, and it’s time for change’ (Clem, 2022).

APPENDIX J

CAMPAIGN TARGET AUDIENCE

ACORN Type 17: Socialising young renters

The socialising young renter is in the early stages of their careers, living active urban social lifestyles in cities and towns. Some of these individuals will be buying flats while the others renting flats, privately or sometimes from a social housing provider. With their careers starting out after gaining their degree they may be entering high earning roles such as executive roles, however income for the beginning of this role will not correspond with the disposable income that they will have when they are comfortably in the role, therefore they may rely on credit cards and overdrafts.

DAVID PD HYDE

David PD Hyde photographed Gucci Beauty. Hyde has a disability as well as the team that support his shoot for Gucci Beauty. Gucci is inclusive in behind the scenes of the brand by allowing and including anyone based on their talent alone to work on for the luxury fashion house (Webb, 2021).

The age of the socialising young renter reflects the statistic that they will be ‘twice as likely as average to own tablet PCs and smartphones, most will also own a laptop. They are more likely to have downloaded free and paid for apps to their phone, which they might use to access financial information, lifestyle, entertainment, maps and travel content’. Their technology skills reflect the likelihood of using ‘their phone to locate shops and restaurants, access content with a QR scanner, use GPS, download music, and watch video’.

The socialising young renters ‘share content, read blogs, and visit online dating sites. It is extremely unlikely any of these young people will not have gone online in the past week. They will manage their finances online, plan their travel online, access current affairs and read newspapers and magazines online, and order pizza online’ (ACORN, 2022).

WGSN’S FUTURE CONSUMERS (2023)

Consumer sentiments (WGSN, 2022)

WGSN’s future Consumer, (2023) White Paper predicts ‘the key behavioural drivers set to impact consumers mindsets in 2023’ as well as linking them to ‘the key profile groups set to disrupt industry and drive sales in 2023’.

WGSN have created four behaviours that they believe will be adopted due to the previous global impacts. Time Perception is a behaviour that was adopted by the ‘pandemic paradox’ as time became more warped making time more valued. The report discusses how nostalgia can help people feel more ‘grounded in the present.’ ‘Studies show that most people vividly remember experiences between the ages of 15 and 25 – formative years packed with memorable firsts (first love, first job, etc).’ This nostalgia is named ‘the reminiscence bump’ by psychologist. Therefore, WGSN is suggesting that marketing and advertising in 2023 should focus on the idea of nostalgia or by creating memories for Gen Z to look back on in later years (WGSN, 2022).

‘Numbness’ has been caused by the intense political and emotional hit that the UK endured during the pandemic, ‘with 55% of US adult social media users said they felt “worn out” by how many political posts and discussions they saw’. The high-pressured environment that the media created has created ‘numbness’ within consumers. ‘For many, the crisis has been a catalyst to figure out who matters, what matters, and what they want their future to look like, and this focus is offering a path out of the stress, anxiety and disorientation of 2020.’ For brands this means that the use of emotion, especially melancholy moods, will be least effective when marketing. Therefore, positive, colourful, and exciting content will be the most effective and engage the 2023 consumer (WGSN, 2022).

The Key Profile Groups

The Predictors

Due to the pandemic the predictors have a lack of patience and low tolerance for uncertainty. The predictors have a warped sense of time and struggle with emotional fatigue due to the heightened emotion caused by the media and government during 2020. ‘The Predictors desire stability, security and can only deal with optimal interference.’ Therefore, brands should focus on the positives when marketing to this group of individuals, facts and clarification should be used and should not rely on probability. Engagement will increase from this audience by providing positive evidence and uplifting imagery (WGSN, 2022).

The New Romantics

The new romantics are motivated by the importance of community and family. ‘In spirit, this movement can be compared with the Romanticism movement in arts and literature, which emerged in the West in the 1800s as a reaction against the ruthlessness of the Industrial Revolution. But whereas Romanticism embraced utopian ideals of life, nature and community, the New Romantics are more rooted in practicality and pragmatism.’ With The New Romantics connected more deeply with their feeling and emotions, brands should focus on building a connection with these consumers to build a brand loyalty (WGSN, 2022).

The Impossibles

The Impossibles are a group of individuals who are demanding change. ‘Citizens are questioning the foundations and structures of the societies they live in, and they are pushing to address the root cause of issues, not just the symptoms.’ These individuals will be pressuring companies to be ethical, environmental and focus on their impact rather than their profit. The Impossibles will have a negative effect on brands who are not aware of their derogatory impact and therefore will use social media to ensure they do not profit for their wrongdoing. ‘In 2023, cancel culture will evolve to focus on diversity, as the Impossibles support diverse companies and communities’ (WGSN, 2022). Therefore, it is important that brands adapt to follow ‘Elkington’s triple bottom line’ as a guide to progress with their business (Elkington, 1994).

Top corporate responsibility concerns for consumers in 2020

‘Hope’ is another belief that the article describes as important for a brand to familiarise with when going into 2023. ‘The belief that things will get better, and that individuals can play an important role in driving this change, is inspiring consumers to focus on what a renewed world will look like.’ Therefore a advertising campaign for a non-profit organisation or social issue should inspire Generation Z, giving motivation to make a change. ‘According to a 2020 Spotify survey, 62% of global respondents are willing to rebuild society from the ground up’ (WGSN, 2022).

‘Cautious Motivation’ is a term that WGSN has described the 2023 consumers beliefs, stemmed from negative experiences from the pandemic. ‘After a period of restraint, the urge to recommit to life beyond the living room will take on different forms.’ Motivation will increase as consumers are returning to the idea normal life. The report explained that retailers should ‘expect a flurry of new diets, workout routines, hobbies, and over-booked social engagements’ within consumers meaning marketing should move away from loungewear and focus on clothing to wear out and gym garments. Non-profit advertisements should focus on inspiring motivation for good and avoid negatives (WGSN, 2022).

The Conductors

The Conductors are an audience who are passionate about the future and new experiences. They ‘are channelling their energy in multiple directions, so invest in new enterprising experiences, virtual adventures, and multi-hyphenate worlds’. Brand will need to engage with new technology and ways of marketing in order to engage with ‘The Conductors’. This will include companies branching into the metaverse and connecting with the virtual world. Influencer culture is a successful marketing trend especially in Gen Z, therefore using social media platforms to engage with influencers will be key to sales in 2023 (WGSN, 2022).

GUCCI DIGITAL LOOKBOOK

For Gucci’s collaboration with Adidas, they created a digital look book on Gucci’s website to showcase the campaign images with include products from the collection.

The images are laid out in a grid format with even spacing between the images and three pages showing men’s, women’s and combined.

The website colours changed to match the aesthetic of the campaign, with the campaign having a retro style with the use of bright colours.

There are annotations on the look book to explain inspiration, theme, and styling with the addition of direct links to the website to purchase the collection.

The modern and innovative style of a digital look book will be used for the non-profit campaign #DanceWithGrandma to showcase the campaign images, the fashion film will also be on the look book as well as key information provided by Age UK and direct links to their website to find out how the consumer can help.

The #DanceWithGrandma digital look book will follow a similar style to Gucci’s previous digital look book to stay on brand relevant to the brand.

Participant Identification Number:

CONSENT FORM

Gucci #DanceWithGrandma

Please tick your chosen answer YES NO

1. I confirm that I have read the participant information sheet version Gucci #DancewithGrandma , date 28/12,22 for the above study. ☐ ☐

2 I have had the opportunity to consider the information, ask questions and have had these answered satisfactorily. ☐ ☐

3 I understand that my participation is voluntary and that I am free to withdraw at any time without giving any reason, without my legal rights being affected. ☐ ☐

4 I agree to participate in the project to the extent of the activities described to me in the above participant information sheet. ☐ ☐

OPTIONAL

5 I agree to my participation being audio recorded for analysis. No audio clips will be published without my express consent (additional media release form). ☐ ☐

6 I agree to my participation being video recorded for analysis No video clips will be published without my express consent (additional media release form ). ☐ ☐

7 I agree to still photographs being taken during my participation for analysis. No photographs will be published without my express consent (additional media release form).

☐ ☐

8 I understand and agree that data collected during the project will be shared with Manchester Metropolitan University ☐ ☐

9 I understand and agree that the personal information I provide will be transferred to the UK for research purposes. ☐ ☐

Name of participant: Ben Haysom Date: 28/12/22 Signature B HAYSOM

Name of person: Date: 28/12/22

taking consent: Emilie Kelly

When completed: 1 for researcher, 1 for participant to keep with the PIS EthOS ID number, version number and date

Signature: E KELLY

CONSENT FORM

Gucci #DanceWithGrandma

Participant Identification Number:

Please tick your chosen answer YES NO

1. I confirm that I have read the participant information sheet version Gucci #DancewithGrandma , date 28/12,22 for the above study. ☐ ☐

2 I have had the opportunity to consider the information, ask questions and have had these answered satisfactorily. ☐ ☐

3 I understand that my participation is voluntary and that I am free to withdraw at any time without giving any reason, without my legal rights being affected. ☐ ☐

4 I agree to participate in the project to the extent of the activities described to me in the above participant information sheet. ☐ ☐

OPTIONAL

5 I agree to my participation being audio recorded for analysis. No audio clips will be published without my express consent (additional media release form). ☐ ☐

6 I agree to my participation being video recorded for analysis. No video clips will be published without my express consent (additional media release form ). ☐ ☐

7 I agree to still photographs being taken during my participation for analysis No photographs will be published without my express consent (additional media release form).

☐ ☐

8 I understand and agree that data collected during the project will be shared with Manchester Metropolitan University ☐ ☐

9 I understand and agree that the personal information I provide will be transferred to the UK for research purposes. ☐ ☐

Name of participant: Norma Moralee Date: 28/12/22

Name of person: Date: 28/12/22

taking consent: Emilie Kelly

When completed: 1 for researcher, 1 for participant to keep with the PIS EthOS ID number, version number and date

Signature N MORALEE

Signature: E KELLY