The Market Strategy Of "King Of Explosions" GUCCI: Finding Consumers Back

Gucci suddenly became fashionable and young. At least two years ago, you could not see street graffiti and complex animal totem on Gucci products.

The fashion of Gucci's "Alchemist's Secret" fashion show presents a kind of retro magic style.

In the context of Gucci's sluggish performance and the global sluggish luxury market, these reforms revolve around a simple core: finding consumers.

In February 22nd, Gucci ended the first fashion show of the men's and women's clothing in Milan, "the secret of the alchemist".

The stage scenery and the fashion itself all present the magic style, the shoe and clothing accessories have the lack of Gucci Alessandro Michele's customary animal and plant totem.

A series of exaggerated designs, eye pleasing in the show, but not good in daily life; but in the cool fashion fashion show, this kind of retro style from 17 and eighteenth Century is refreshing.

Gucci was rediscovered.

Growth.

After two years of decline, Gucci's revenue grew 4.8% in the fourth quarter of 2015, and in the third quarter of 2015, sales of Gucci began to double digit growth.

Not long ago, Kai Yun group announced its fourth quarter earnings in 2016. Gucci's sales in the fourth quarter increased by 21.4% over the same period, breaking through the growth expectations of analysts below 17%.

Gucci's recovery is due to a series of radical reforms of its CEO Marco Bizzarri in 2015: reorganizing the management team and appointing the new creative director, Alessandro Michele, to update the product design, and comprehensively update it.

Advertising, supply chain and logistics, plus digital business and digital marketing.

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The most important thing is the value of its brand output.

We have talked too much about technology and quality.

Marco Bizzarri said.

Technology and quality are obviously not the main factors for the differentiation of luxury brands.

How to re brand the brand and bring consumers back, is also something that many luxury brands want to explore further.

What consumers do Gucci want to attract? Obviously, it is not a customer whose purchasing power is down.

"The purchasing power of the consumer group of 40-50 years old has been saturated."

Kidd, a fashion director, said to TopBrands, "Gucci will naturally sell well in the young market."

Brand value depends on product, so product design reform is very important in brand rebuilding.

Bizzarri found Alessandro Michele - Michele is a veteran of Gucci, 2002 joined Gucci, served as assistant to creative director and head of accessories department.

After designing and producing the 2015 men's clothing in autumn and winter in Michele, Bizzarri promoted Michele to the creative director in 5 days.

For more information, please pay attention to the world clothing shoes and hats net report.