COMMUNICATION ANALYSIS: “DIY CAMPAIGN”
BY: GIOVANA GRANCHI, WAN YI LO AND ZEYNEP DENIZ
“DIY CAMPAIGN VIDEO” - The new positioning: In 2015 Gucci welcomed it’s new creative director, Alessandro Michele, one of the responsibles to the reinvention of the brand. The brand wants now to conquest a new target of customers, the millennials. We decided then, to investigate if it’s positioning changes can be noticed at it’s communication and if it is coherent. -
Video:
Just as many brands has been offering personalized possibilities in their collections, Gucci shows their own line of customizable clothes and accessories, “DIY” at the SS2018 at the following video. Link: https://www.youtube.com/watch?time_continue=1&v=5thbuTKBejI
COMMUNICATION FORMAT: THE MESSAGE - Video overview analysis Message: Nostalgic Transference The “teenager dream is the main topic, once the character daydream about to be a Rockstar. At the end of the video you can also notice elder people dancing. The older public stills also important customers to the brand. The content of communication Environment: Teen universe in the 70’s. Music: Suzy Quatro ‘48’ Clash (Reached the 3th position in UK chats in July 1973.) Main message: Personalization. The message about the “DIY” line on the video is supported about the idea of to be special, and unique as a Rockstar. The symbol: Sir Elton John. He appears in it’s campaign as a reference, because of his famous personalized boots (that appears also at Gucci’s Fashion show SS18) and his undeniable relevance for the music. He is a great style inspiration for as well Gucci because of his extravagant looks in the 70’s.
NOISE
Gucci Autumn/Winter 2018 women collection
Gucci was criticized on social media to have white models modeling pieces which resembles the traditional Sikh turbans and Muslim hijabs for its autumn and winter 2018 show. Members of the Sikh community joined in the backlash for using Western models, stating that it is disrespectful to those who wear religious headwear. And Gucci was criticised “offensive” and “irresponsible”.
THE SOURCE -
The communicate originates from Gucci itself. Gucci collaborates with various artists using them as a source of communication. The receivers are under-35’s. Gucci uses Instagram as an extension of the brand and offering young adults what they want, rather than telling them what they need. Gucci has modernized luxury fashion for the youth.
Gucci spring/summer 16.Photography Glen Luchford
IGNASI MONREAL @IGNASIMONREAL
SOKO @SOKOTHECAT
THE FEEDBACK -
Visit to the Gucci store : Consumers : Millennials aged 20 to 30 years old and
older generations aged 50 to 60 years. Aesthetic of VM : Reflected the aesthetic the
concept of collection. Aesthetic of Store : Eccentric, Youthful.
In conclusion we think the communication format is coherent with what Gucci has to offer in stores and 2 Rue du faubourg Saint-Honore, Gucci
are also attracting young customers to the store.
RESEARCH SOURCES -
https://www.youtube.com/watch?v=5thbuTKBejI https://www.theguardian.com/fashion/shortcuts/2017/oct/30/gu cci-millennials-elton-john-fashion https://www.officialcharts.com/charts/singleschart/19730812/7501/ https://i-d.vice.com/en_uk/article/59jvzb/how-gucci-won-overgen-z https://fashionista.com/2018/04/gucci-generation-z-marketing https://www.nationalreview.com/2018/02/gucci-criticized-whitemodels-cultural-appropriation/