Sofia Chiara Tommaso Indesign project

Sofia Chiara Tommaso

BA Fashion marketing & communication Level 5, 2020-2021 5FAMK003C CWK1 Nicolas Godon

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TABLE OF CONTENTS CORPORATE PROFILE

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MARKET POSTION

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CURRENT SITUATION

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COMMUNICATION BACKGROUND

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COMMUNICATION MESSAGE

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TARGET MARKET

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GOALS

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WHAT NOT TO DO

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INSPIRATION

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EDITORIAL BRIEFING

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THE STYLING

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TYPE OF MODELS

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HAIR AND MAKEUP

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LOCATION AND PREPARATION

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TIME SCHEDULE

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ART DIRECTION

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MODEL DIRECTION

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PROCESSING AND RETOUCHING

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PAGE LAYOUT

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EDITORIAL PREVIEW

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LOOKBOOK

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THE MINISITE

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REFERENCING

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CORPORATE PROFILE The House of Gucci is an Italian fashion brand founded in 1921 (Florence) by designer Guccio Gucci. Gucci is now considered one of the most famous luxury fashion brands in the world. At the very beginning, Gucci products were just leather goods such as suitcases and gloves while now its products lines include ready-to-wear, handbags, shoes, accessories makeup, fragrances and also home decoration.

The designer’s experience in London Savoy Hotel brought him to get attached to the Lon-

don style and its world of horse riding that became an essential part of his first Gucci collections. After the launch, Italians became very attracted to it. Not by coincidence, the saddle girth with the green and red weft ribbon became a must for people linked to horse racing. These elements later became present on bags and belts.

The international success peaked in the 50s when Gucci opened his first store in New York, conquering all the celebrities of the time thanks to its exclusive and elegant made in Italy style.

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MARKET POSTION Despite the great position of Gucci, the brand still have to face competitors of the luxury fashion industry such as Saks Fifth Avenue, Hermes, Louis Vuitton, Prada and Dior.

They are competitors in terms of key product offering (apparel and accessories), target audience (all consumers seek for social status, exclusivity and quality products) and core values such as craftsmanship, timelessness and outstanding quality.

In the case of Dior, the brand was able to exceed in terms of revenue with a â‚Ź43.7b and also obtain a higher online engagement on twitter with a total of 8.1 million of followers.

However, Gucci is in first place in Instagram social media platform with a total of 41,3 million of followers.

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CURRENT SITUATION Gucci is now focusing on diversity. Not by coincidence, their campaigns confirm that initiative. In their beauty mascara campaign, Alessandro Michele selected a down-syndrome model in order to emphasize every type of beauty and its unique characteristics. Same thing happened in the apparel sector, where the creative director introduced a tartan dress for men in order to abandon the stereotype figure of the imposing man. The idea is that dresses are for every one and every thing can be genderless.

The brand is also exploring cult fabric, reinterpreting it with different designs or washing techniques that mixes vintage with contemporary, giving a nostalgia touch. The 3 of October of 2020 Gucci launched a denim dungarees stained on purpose with a grass effect for 850 pounds which are already sold out.

This grunge vibe was appreciated by the costumers who bought it immediately, together with another eco-washed pair of wide leg jeans with the same concept and a vintage felted wool jumper. That dirty wash treatment gives classic garments the opportunity to be revisited with a new vintage trendy look.

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#COMMUNICATION BACKGROUND One of the tools with which Gucci reaches the audience is celebrities. Lately Gucci has been working with Harry Styles, Dakota Johnson and Florence and the machine, in order to spread even more their style.

Actress Dakota and singer Florence where both starring in the fragrance advertising campaign Gucci Bloom that appeared in many fashion magazines such as Vogue.

Regarding their activity in social media, Gucci is focusing on collaborations with instagram best visual artists such as @f_fleur and @sararainoldi who reproduced Gucci’s flower prints in a wonderful painting.

By doing this, the fashion house is able to create online hype and arouse interest not only on consumers but also on artists worldwide who may give new interpretations or suggestions to the brand from a creativity point of view.

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#COMMUNICATION BACKGROUND Digitally speaking, Gucci pays attention to its social media images by inserting high-quality pictures representing the brand products. Thanks to this initiative, consumers can see reflected the real luxury and attention to details that are at the core of Gucci.

The brand main social media is Instagram, an essential platform to inform about promotions and for the growth of user engagement.

Gucci also posts video of important events in order to keep its consumers updated and make them live the fashion shows etc. Instagram has confirmed to be the best digital marketing channel for the brand, not by coincidence each of the posts receives between 60 and 125K likes. Through its online activity, the creative director Alessandro Michele was able to achieve his goal of attracting and capturing Generation Z.

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#COMMUNICATION MESSAGE

The most important message behind Gucci collections is certainly the power of individuality, and the freedom to choose our own styles without considering categories or standards.

Michele wanted to depict a society where we have lost our identity, a world that brought as to the depersonalisation.

With the second catwalk instead, he wanted to spread the break of equality focusing on The catwalk MFW SS 20 is exclusivity, thus expressing hua proof of this. At the begin- man freedom and uniqueness. ning of the catwalk, we can notice how all models were Other fundamental message wearing the same clothes in behind Gucci is the emancidull colours and their face pation. Recently, the fashion and body expressions: no house put on the market a emotions and no movements. dress for men in order to abandon stereotypes, spreading the Immediately after, music and message that being different light change, and all models from the others is wonderful if are wearing different items, is what makes us comfortable. colourful and exaggerated.

Unlike the first moment when Lastly, with the launch of the models where motionless, Alessandro Michele fresh they begin to parade with in- collections: #TheRitual and tensity and strength each one #Gucciepilogue, the brand with their own style. With the expressed its idea of overfirst appearance, Alessandro turning the rules of fashion.

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#COMMUNICATION MESSAGE

With the first one, the creative director wanted to celebrate the ritual behind a fashion show and unveil what lies behind its curtains (transparency).

Furthermore, by leaving the models free to express themselves in the advertising campaign, Alessandro blurred the lines between models and authors, thus obtaining a spontaneous, uncontrolled and unusual idea of beauty. The second collection is a reversal of roles, where the creators of the products become the interpreters by wearing them. An experiment aimed at overcoming the traditional rules of fashion and a tribute to internal people who, for once, can become external.

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TARGET MARKET Gucci target’s market is middle to upper class consumers between 20 to 50 years old. Gucci consumers seek for luxury, social status, exclusivity, quality and timeless products and follow the Italian heritage.

With Alessandro Michele, Gucci target changed a lot as his communication focuses on the interest of new generations, this is why a lot of costumers are parents-to-be. Clients are now more universal and fashion conscious. They appreciate Gucci sustainable and diversity activation.

A big part of Gucci consumers is Asian, indeed the biggest number of stores is in South East Asia with 267 stores.

To sum up, being a worldwide brand Gucci has different cultural consumers. However, people who buy from Gucci have high incomes, tend to be very trendy, constantly fashion updated and mostly fashion conscious.

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GOALS The brand of Gucci is changing, indeed the brand is following a trajectory of diversity and innovation.

With this collection, the main objective will be to reinforce its contemporaneity and becoming a 360 degree diversity brand.

The fashion house will indeed use all the instruments to convert its image. To do so, Gucci will select unconventional models, unexpected looks and uncommon styles.

However, in order to change their image Gucci also need to

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change its communication, the brand will spread its concern on what is happening in our society, be constantly updated and show its activism in social discussions, in order to have an immediate innovative response. All this because in order to surprise consumers with innovative ideas, the brand has to be very well informed about the new generation and their believes. Anyway, the brand will maintain its creativity and relation with art, for contemporaneity.

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WHAT NOT TO DO In order to develop an effective communication image, the brand must know when to deliver a massage and how, study the audience and the media communication channels. Sending the right message with appropriate words is crucial but support it with actions and visually speaking is even more difficult, so Gucci must be very cautious wand avoid wrong interpretations and criticisms. At the same time, the fashion house has also to be coherent with what is sharing. If in this case the message is to become innovative different and contemporary the brand will have to make sure not repeating classical styles or copy already existing avant-garde initiatives.

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INSPIRATION The main inspiration of the brand will be based on the idea of “exalt yourself being unique�. Gucci wants to step away from stereotypes as is already showing with many different initiatives.

The brand will get inspiration from the voice of the people and its revolutionary ideas. Gucci is ready to hear from society to start a change in fashion, destroying its fictitious image. However, the fashion house will also get inspiration from avant-garde brands in order to understand what to go for.

As for example, Maison Margiela who created an entire genderless collection to promote diversity in that field.

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EDITORIAL BRIEFING The editorial will be the most important part for Gucci, as it will fit the image that the brand wants to give to the world. With the editorial, the brand will be able to create a visual concept expressing its new contemporary and unique figure. The new collection and its shooting will transmit the contemporary trajectory that the brand is following and promoting the brand diversity. The 6 pictures will show unconventional and uncommon outfits maintaining the colours and designs of Gucci. All the details will match with the brand aesthetic and the pictures will show the contrast of what is classical and what is innovative, thus capturing the contemporary essence of the brand. It is all about reinterpreting what is classic adding an innovative and unique touch, thus increasing the brand diversity.

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GUCCI TAILORING CAMPAIGN #2020

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THE STYLING The styling of the editorial will be carried by @ tomeerebout, famous Belgium stylists based in London, who already worked with Alexander Mcqueen and Lady Gaga and who currently is a member of Gaga House. Eerebout, represents the perfect candidate for Gucci and matches perfectly its aesthetics. Indeed he will be able to set an excessive and unconventional scene creating cutting-edge content.

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TYPE OF MODELS The models will be chosen according to their unique characteristics, the purpose is to step away from the stereotypes of today, indeed the models will represent unique and different beauty, rather than perfect beauty. Everyone will have different features, thus expressing self confidence and valuing diversity rather than depersonalisation. To cite some of them: Winnie Harlow, Ashley Graham and Sophia Hadjipanteli.

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HAIR & MAKEUP

The makeup artist will be @nikkietutorials with her 14 million of followers on Instagram. Nikkie is very well-known for her artistic talent but also for her gender transformation.

She will be able to add an excessive and unconventional make up to our models characterised by strong colours, thus stepping away from the general natural perfect makeup.

On the other hand, the hair stylist will be Anthony Turner, he

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will be capable to include a dramatic bold flair touch to Gucci hair models look. Furthermore, he already worked with Harry Styles who is considered the muse of Alessandro Michele. Turner will be the perfect hairdresser to help Gucci increase visually the contemporary style by using particular colours and hairstyles. By using these innovative looks, the brand will transmit its interest about diversity and unique looks.

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LOCATION AND PREPARATION

The location for the photoshoot will take place in an old Italian monument: La Galleria degli Uffizi (Florence), it is a beautiful museum that houses a collection of inestimable works of art coming from the collections of the Medici family. For the shooting, there won’t be a big addition of objects, indeed there will be just the beautiful museum architecture, its artistic paintings, and Gucci models wearing clothes from the new collection and lastly a sofa where to lean and pose. The objective of this idea, will be to mix the old and classical look of the Italian history,

that represented the origins of Gucci, and its new contemporary style in terms of the collection, models, message and shooting aesthetic.

Also, the photographer Pablo di Primo will be in charged of catching the perfect expressions of the models, maintaining their natural look, as the brand wants something spontaneous rather than controlled and prepared.

He is an Italian young boy who studied in London, and who already worked for Off White and Maison Margiela. He is the perfect choice for catching memorable moments with his camera.

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#GUCCI EYEWEAR CAMPAIGN

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TIME SCHEDULE The entire photoshoot will last 5 hours, from 3 pm to 8 pm, The models will arrive 2 hours before the start in order to have their make up and hair done by 3 pm, and their outfits already prepared by the stylist. Concerning the photographer, he will also arrive at 1pm in order to organise the set, the spot and the location of his cameras and materials according to the light and perspective he wants to achieve.

Also, the technicians will be available from 12 in order to have all the necessary tools prepared.

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ART DIRECTION The art director will be of course Alessandro Michele, who will make sure to convey the avant-garde tone to the public, and will be the one who will give directions to the staff on how to organise the communication of the shooting. Also, Alessandro Michele will be in charge of the atmosphere: transforming it into an innovative, different and contemporary one.

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MODEL DIRECTION The purpose here will be to create effective images without having everything prepared, indeed the director and photographer will also let the models to be free when posing, thus creating something spontaneous that it is what will make it different from the general shootings. At the same time, models will also need to show the garments of the collection, so they will also need to follow some guidelines in order to express exactly what the brand wants to go for, but without following a specific script. Gucci believes that, by knowing to express contemporaneity, diversity and innovation, the models will automatically step away from the classical natural but non natural poses, and communicate something deeper with self-confident and strength.

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PROCESSING AND RETOUCHING The pictures will have the perfect light mix contrast with shadows, playing with lights and colours and focusing on the artistic works of the museum but also on the models features and the garments, thus representing the innovation of combining what is classic with what is contemporary. The Retouching will be made by different programs such as Photoshop, with which the photographer will pay attention to every minimum detail thus creating a better overall image. As there will be many colours, the photographer will play with contrast and transparency tools, and especially with the background that will change the aspect of the figure in the foreground.

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PAGE LAYOUT

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The layout chosen will mainly follow the visual concept used by Alessandro Michele in its own magazine, plus the designs of the Gucci look books. So, you will notice different colour patterns for the background with many Gucci pictures above it. No long tests, but on the contrary, the images will take more place than words.

The illustrations will have some colourful borders but also white ones according to the picture, and of course will appear the signature of Gucci on the bottom.

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EDITORIAL PREVIEW

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EDITORIAL PREVIEW

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LOOKBOOK

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THE MINISITE The Gucci minisite will be the platform where the brand is going to share its opinions and support related to what is happening in our wolrd. The purpose is to show to its audience the different image of Gucci. A contemporary brand that distingueshes from others by going beyond clothes and by sharing its caring image.

In the minsite it can be found a variety of themes that gather all us. From social discussions to environmental issues. It will be constantly uploaded with new content and also act as a mean where get informed. Gucci is no longer just about clothes, but also about life.

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REFERENCING

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