The Gucci KingdomThe Kering brand is the highest-ranking luxury company in terms of sales. It has broken every record and has become a powerhouse in the luxury world to be envied and, why not, to be feared. The credit goes to pieces that capture the public’s imagination and a winning strategy balanced between the online shop and the flagship stores
Sales figures for the last quarter were recently released: Gucci’s sales for the months of April, May and June amounted to € 1.478 billion, up by 39%. Overall, Gucci revenues in the first half of 2017, therefore from January to June, increased by 43% to € 2.832 billion.
The talent of Creative Director Alessandro Michele and the organisational skills of the President and CEO Marco Bizzarri have allowed Gucci to soar, but the records don’t end there. The brand also holds the No. 1 spot as the most popular brand among Millennials and GenZers, as well as being the most recognisable, even by non-fashion addicts.
The strength of the Florentine brand lies in the fact that it evokes a lifestyle that young people want to emulate, and subsequently, to buy. The key lies in being able to convey this dream, even online. Gucci’s Instagram account has nearly 13 million followers, and the restyling of the website attracted 100 million visitors in 2015. The brand’s ecommerce has an an important value and reflects the characteristics of its catwalk shows: every ready-to-wear look is sold on the website, and is immediately available to customers, offering a clear and user-friendly navigation.
Amongst opulence, vintage references, new bohemian and real “fake” pieces, the Gucci Cruise catwalk show held last July in the beautiful setting of Palazzo Pitti captured the public’s imagination with 100 models. The show featured leather and fur to highlight the popularity of this material among the young and very young: coats and capes inlaid with logos, the biker jacket embellished by fringes, the extra-long coat made of fluffy fur and rhinestones, shearling with inlaid roses. There are also men’s models in astrakhan and fur, a little bit dandy.
Among the stuccoes, frescoes by Pietro da Cortona, gold frames and paintings from the 16th and 17th century belonging to the Medici family, Alessandro Michele presented a sum of everything created so far for the Florentine brand, and reinterpreted it in a completely new and surprising way, combining Renaissance with punk, sport with tailoring, vintage with outerwear.
A real “Guccification”.