GUCCI X NORTH FACE

One of the most successful collaborations recently was the Gucci x The North Face capsule collaboration in 2020/2021. This collab revived Gucci’s cultural relevancy with the younger consumer of The North Face, celebrating the outdoors, the collaboration was announced via TikTok, promoted at Generation Z from the start. The collaboration portrayed both brands as relatable, free spirited and sustainably aware, connecting to an increasingly sensitive consumer. The #thenorthfacexgucci gained over 8.6m views on TikTok, which shows the popularity among stylish Gen-Z TikTok stars and celebrities. There is no question this promotion had a huge driving force in reaching younger audiences. (Coleman, 2020) The success of this collaboration meant that Gucci was able to tap into this consumer’s consciousness embedding the Gucci name as a trustworthy and relevant brand for the future. This maintains Gucci’s legacy as when this Generation have a larger disposable income, they are likely to purchase a brand they already know and have built a previous relationship with.

The brand awareness collaborations generate is extremely important, the open opportunities for brands within collaborations are endless. The increased media coverage spreads a brands identity to new demographics, renewing the brand image or changing a brands positioning in one effective manner.

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