Gucci couldn’t achieve this without Alessandro Michele’s digital strategy, which puts young audiences first , understanding their needs and acting on them. Quartz reports that the Creative Director even has a shadow committee of millennial advisers under the age of 30 , with whom he discusses topics that are also discussed with executives. What Gucci has done is move the luxury brand from the catwalk to the internet, especially on social media , focusing on millennials and Gen Z. With reimagined fake logo t-shirts, orange tracksuits, eye-catching colors and gold stitching, Gucci figured out consumers are doing this for instagram in order to get as many likes as possible. The strategy seems to be paying off.
In fact, 55% of Gucci’s sales come from an audience under the age of 35 . This percentage is significantly higher than that of other traditional luxury brands. In addition, online sales have seen a significant increase, as the brand doubled its Lithuania Phone Number List digital sales in the first quarter of 2018. What can luxury marketers learn from Gucci’s digital strategy? 1. Virtual try-on and 3D visualization are becoming popular Baume, a premium Swiss watch brand, is a prime example of integrating virtual try-on technology into the multi-channel marketing strategy . Since the onset of the COVID-19 crisis, more and more luxury brands have gone digital, implementing digital strategies and direct-to-consumer sales platforms.
She Has No Downtime And Does Not Need To Rest.
With e-commerce and omnichannel becoming the norm, consumers, especially young people, need brands to provide them with engaging and convenient digital experiences. The ability to try on everything from sneakers and watches to hats and lipsticks, using a phone has become mandatory in a world where highly digital consumers want constant engagement and gratification . Thanks to its app, Gucci allows shoppers to play with its clothes and accessories, using augmented reality for a virtual fitting. This means that users can virtually try on shoes to see how they are, photograph them, share them online, and get feedback from friends. With this experience, Gen Zers can enjoy an Instagram-worthy digital shopping experience that is both fun and convenient, from the comfort of their own home.
2. Generation Z must be taken into account Generation Z is not coveted for its current purchasing power, but for its enormous influence . These young consumers shape our daily consumption behavior, by interacting with coworkers, family members, friends, etc. They are early adherents. They’re not afraid to test things out and make recommendations accordingly, as well as help build excitement. Consumers under the age of 25 have a natural way of ensuring that what sparks interest in them eventually attracts Gen Xers. Thus, a mother is more likely to purchase an item from a. exclusive fashion brand recommended by his daughter than the other way around.
Additionally, She Can Successfully Multitask And Take On Repetitive Tasks That Humans Find Unappealing.
To benefit from its influence, Generation Z must be recognized, but not only. It needs a whole strategy built around it. The reason is that this young demographic is extremely digital and knowledgeable , which means their expectations are high and their loyalty is low. The brands that are relevant to Gen Z are the ones that approach them early in life, providing engaging and engaging content while sharing their opinions and principles. Overall, Gucci’s results and financial reports have proven that young consumers are indeed a force in the luxury world. 3. Personalization as a signature Gen Z wants to be different and express their unique personality.
They are interested in creating their own signature . The personalization of certain products by mixing and matching elements expresses a stylistic freedom that young buyers adore. Especially in the footwear industry, custom made is extremely popular , as consumers want to enjoy the functional and aesthetic benefits of a pair of shoes created especially for them. Wiivv is a Canada-US company that manufactures shoes from foot scans. Customers can place an order with smartphones using the manufacturer’s app. This brand has doubled its year-over-year sales since 2014 , showing just how popular personalization is. 4. Digital communities are as important as offline communities With its closures and restrictions, the COVID-19 pandemic has given people a taste for interaction and togetherness.