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COMMUNICATION TASK

The message of the campaign is to bring back the sensuality that Tom Ford created during his period as Gucci’s creative director without losing Alessandro Michele aesthetics and essence.

Looking Gucci’s advertising history since Alessandro Michele as the creative director of the brand, the is having more or less the same lately, it is difficult to know exactly if a product is from the last season or not because they are always on the same line. It does not mean that they are not doing well, on the contrary, the house is still one of the tops of the world.

Alessandro Michele has brought breathtaking, new proposals and fresh air to the brand so the idea is to maintain these aesthetics but taking into account the sensuality once Gucci had in the 90s and 2000s thanks to Tom Ford. It is going to be something that will take people’s attention because 2000s is a huge trend nowadays in the industry of fashion, many brands are going back to 2000s icons.

TARGET MARKET

Demographically, Gucci’s clothing line is segmented by gender and age. Gucci offers a different collection of leather goods for men and women adults and children respectively. In terms of economic segmentation, Gucci generally does not consider catering to working- or middle-class incomes. This may be due to its status as a Veblen commodity, which means that its high price only increases demand as consumers perceive its quality and exclusivity. Because of this, Gucci is very aware of the countries where its stores are located, whether internationally or domestically. So for geographic segmentation, it has historically located most of its outlets in Europe and North America. Recently, however, Gucci has increased its presence in emerging economies, mainly Asia and the Middle and Far East.

In addition, Gucci also recognizes that its fastest-growing audience is the younger generation. Francois-Henri Pinault, chairman and CEO of parent company Kering, said that about 50% of Gucci’s sales come from millennials. As such, the company has focused its recent ad campaigns on this demographic (Forbes 2017). For instance, it has recruited new celebrity models, such as Harry Styles, who is more recognized by younger audiences.

Gucci’s brand is basically aimed at a high-end audience, focusing on wealthy extroverts who want to show off their clothes. Over the years, it has targeted the lifestyle of its clients, who primarily seek statement pieces for any particular function. Behaviorally, Gucci relies on brand reputation and loyalty to differentiate it from its competitors (Kotler P. et al, 2008). As with most luxury fashion items, customers expect their items to have many uses, so the quality of the item will be an important factor in whether customers will return or switch brands.

GOALS

From the beginning, brand’s idea was to create a one-ofa-kind product, but to create a culture of inclusion. Gucci’s approach entails producing products that appeal to many different groups of people. As it is already stated, the main objective is to bring back the sensuality and the explicit elegance that Tom Ford gave to Gucci when he was the creative director. Furthermore, as it is now, the intention is not to change Alessandro Michele’s stamp but to mix both styles.

In addition, with this aesthetic Gucci is going to follow the 2000s trend which is having a huge impact right now and many brands are shaping through their designs this style. Moreover, Gucci’s goal is to capitalize on trends and appeal to all genders. However, Kering and Gucci have figured out how to engage with the younger generation — a value-driven group looking for inclusion and empowerment.

These goals can be measured by increased profits, increased visibility (e.g. number of followers on social media, earned media), and a stronger and more transparent relationship between customers and brands (which can be analyzed by the number of shared media Gucci receives).

WHERE TO FIND INSPIRATION

The inspiration can be taken from Tom Ford’s ad campaigns - how he used to communicate and how were the visuals he was using to produce the idea he had in mind. Gucci has always been very clear about their storytelling and emotions, so the brand should take what is doing now Alessandro Michele and mix it with the aesthetics from the 2000s.

The balance between sensuality, inclusivity and modernity should be essential inspiration to make this editorial relevant for consumers and to keep Gucci as one in the top-of-mind of luxury fashion.

WHAT NOT TO DO...

Many things have to be taken into account in order to create a good editorial. It is important to avoid the overload of complements in the editorial photographs, the focus has to be on the models and the design. The editorial should avoid neutrality and naturalness. The editorial has to show sensuality but without looking coarse, it is important to remember that Gucci has taken a turn with Alessandro Michele, and these aesthetics cannot be changed.

EDITORIAL BRIEF

STYLIST

Alba Melendo Garcia is a freelance Spanish fashion stylist. She studied journalism in Spain and specialized in fashion at the Marangoni Academy in Milan.

She worked in Milan for various magazines so she is specialized in doing editorials. Currently, Alba is working for Vogue Cz as fashion editor, and as a freelance stylist, she has also collaborated with multiple editions of Vogue and other independent magazines. It is important to highlight that Alba never worked for Gucci before but they are coinciding in many aspects, and would be an opportunity for the brand to be open-minded and receptive to new influences.

She is very good combining different colors with spaces and she will create an equivalent balance between Alessandro Michele’s vision of vintage maximalism and Tom Ford’s powerful sense of minimalistic sex appeal.

MAKE UP & HAIR

Diane Kendal and Paul Hanlon will be responsible for make up and hair. Diane Kendal is a British make up artist, but she is currently living in New York City. For the editorial the focus of the make up lays on the eyes, the intention is to create a seductive look but without being too much, only using different color types of eye shadows, gently applied, matching he colors of the designs.

Regarding hair, Paul Hanlon, from England, is known for his bold approach to hair, he has already worked for Gucci so he knows the right way to do it well. The idea is to achieve a natural hair, women will wear their hair with waves or just their natural hair open, we are not looking for extravagant hair styles.

MODEL CASTING

The selected models for the editorial should give 90s and 2000s vibes in order match with the idea.

As far as the female casting, we are contemplating several options, finstance, Greta Hofer is an Austrian fashion model, she already worked for important firms such as Prada and Miu Miu. Also, Kyla Coleman based in New York, she worked for Skims and Valentino. Another option would be Quinn Elin, she is an American fashion model who has worked for famous brands such as Miu Miu and Chanel.

Regarding male casting, Alton Mason is an American fashion model, he has been awarded as Model of the Year. He has already worked for Gucci and many other recognized brands such as Chanel, Givenchy and Bottega Veneta. Another option would be Dagsen Love, who also worked for Gucci.

The aim of the model casting is to look for specific models that can express by their faces attractiveness but not in a way just for having beautiful faces but a more alternative beauty.

PHOTOGRAPHY

Mert Alas and Marcus Piggott are a love and artistic couple. They started by publishing independent magazines such as Dazed & Confused. Since then they have become an iconic duo and have worked for multiple prestigious brands such as DSquared2, Armani, Calvin Klein and Gucci.

Their photographs are featured by having a heavy post-production, being bright, with strong contrasts and very colorful, so much so that textures tend to be shiny and plastic.

When it comes to the editorial it is perfect, the intention is to take very strong photographs combining bright color, either from the designs and the background, with models and the staging.

PREPARATION AND ART DIRECTION

As soon as all the necessary tools and people are decided, Gucci will finally book the models, set up all the contracts with hair and make up, the stylist and the photographer.

The photoshoot will take place in an interior space, still has to be determined, but the idea is to take create an intimate place for the photos to be taken where the focus has to be the models and the designs, not the background.

As Alessando Michele is Gucci’s Creative Director he will also be in charge for the art direction of the editorial, he knows exactly how to convert the ideas into an authentic editorial.

MODEL DIRECTION

In order to do a proper work models need to receive a detailed brief before the shoot as every editorial has a different approach. The purpose is to do a shoot where, mainly, models are in pairs and a few photos single. Their facial expressions have to show desire and sensuality to the other person. The models will pose, as it is already said, in an artificial background in different colors matching the outfits and a few complements will appear, for instance maybe we need a bed sheet, a bed or a sofa.

GUCCI

SPRING 2022 READY-TO-WEAR

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BIBLIOGRAPHY

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