In the past few years, as said in my last blog posts, luxury brands have been developing new strategies for social media and widening the level of engagement between the brand and consumer. Consuming and creating content on social media is a way of life for the Millennial generation. For Gucci, it is an opportunity to engage with a truly global community. The Executive Vice President of Brand and Customer Engagement, Robert Triefus, is working to build Gucci's brand by increasing engagement on social media platforms.
In their social media engagement, they follow to main guidelines: authenticity and inclusivity. With these they see Gucci’s platforms as an open door to the outside world, allowing co-creating with other people, and creating a reflection of what millennials believe. In the creation of many of their campaigns, the goal is to bring fashion to life and expressing individuality that drives the narrative of Alessandro Michelle. Some examples of their media strategies include #GucciGram, which invited artists and illustrators to repurpose three of Gucci’s iconic motifs and post it to Instagram, and #24HourAce, where the brand moved to their Snapchat account developing a series of different artists creating mini-videos centered around their new Ace sneakers for a full 24-hours. These two examples show that Gucci is not a luxury brand strictly targeting an audience with access to purchase these products, but also people who appreciate fashion. When it comes to engaging with new generations on social media, they have achieved the greatest engagement, especially on Instagram, with their authenticity and continual collaborations.
Reading an article published in 2018, they were at 21 million followers, but by this time, 2020, they have doubled their followers with 41.5 million followers. With this large increase in followers, it proves that their social media strategy developed and exploited in 2018 has created immense change in their engagement. As a young individual, I have found that many people my age desire and want to acquire Gucci products because of their mass social media engagement. In the past, Gucci has been a brand for older, wealthy individuals, but they have expanded their audience and inspired millions to want to purchase their products. Although I cannot afford Gucci’s products, in the future when I earn a respectful living, they will be a brand I purchase from. I am inspired by their efforts to be a brand that creates beautiful pieces and has broadened their audience to not only people who can afford the brand.
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