A luxury brand strategy campaign and a retail design agency analysis.

Only a handful of leading retail brand agencies successfully create effective strategies for change.

In a previous article, we explored the multi-channel fashion retail pioneer, Louis Vuitton. This time, we turn our focus to Gucci and its approach to social media advertising and retail store design, particularly through its 2017 Autumn/Winter advertising campaign.

The pressing question is: "Has the Italian fashion house discovered its winning formula under the creative direction of Alessandro Michele?"

In February 2017, Gucci topped the list of the Top 10 Luxury Brands for Year-On-Year Growth, earning media value that surged by 115% to $61,798,514. Zara, the top non-luxury fashion brand, saw a similar increase, up 118% to $77,160,552.

Under Michele's leadership, Gucci’s advertising campaigns have consistently been visually striking, and the Autumn/Winter campaign takes this aesthetic even further. Previous campaigns featured a menagerie of exotic animals such as lions, tigers, flamingos, and iguanas, with the stunning clothing and accessories serving as a captivating backdrop.

For the Autumn/Winter 2017 campaign, Gucci embraced a sci-fi theme, showcasing a world of space travel. The campaign features a film that blends fashion with elements of science fiction, including some very stylish cows. Photographed by Glen Luchford, this campaign may well represent Michele's finest collection yet.

Drawing inspiration from the sci-fi motifs of 1950s and 1960s B-rated films, Gucci also pays homage to the "Star Trek" franchise, recreating iconic elements like the Enterprise transporter room, which serves as a fictional teleportation device, and the bridge of a Galaxy-class starship, featuring a Gucci Starfleet crew. If Michele has taken his latest campaign to new heights, we can only imagine where he might venture next.

To maintain and enhance the Gucci brand image, the company actively oversees its retail environment. Gucci has implemented a policy of aggressive market penetration, opening numerous retail outlets in high-profile locations across the globe.

The service provided by employees is exceptional, and their selective distribution channels create an exclusive experience that makes customers feel special.

Our commitment to renewal involves benchmarking and discussing best-in-class brand design strategies across various market sectors worldwide. We invite you to explore more articles in the 'news section' of our website to discover our insights across different industries.

The images featured in this article are sourced from Gucci's Autumn/Winter 2017 brand campaign and illustrate our perspectives on dynamic, multi-channel brand leaders.

If you’re interested in discussing your brand strategy, design renewal program, or online digital and social media needs, don’t hesitate to reach out to us.