Millennials love Gucci
scroll through any fashionable
millennial social media and chances are
you'll see Gucci's iconic GG logo
weather on belts bags or even capes
because she is pretty much everywhere
these days
kylie jenner even made headlines for
carrying her baby in a $625 Gucci baby
carrier in the first half of 2018
Gucci sales nearly doubled and 55
percent of those sales were made to
consumers under 35
considering how 18 to 35 year olds
contributed to an 85 percent growth in
the luxury goods market in 2017 this is
a big deal well anyone's definitely
matter in the luxury market a lot of
luxury brands have been partnering with
streetwear brands and focusing on social
media to try and reach Millennials more
because it's such a big market for them
but why do millennials and teens love
Gucci so much Lucchese founder Gucci
Gucci originally designed two other
goods Ford aristocratic upper classes
specializing in horseback riding gear as
Gucci grew in popularity it became
synonymous of high-class elegance and
glamour in the 1960s Gucci was
associated with people like Jackie
Kennedy one of the Gucci bags that
Jackie Kennedy was photographed wearing
was even renamed the Jackie today in
2018 gucci is still very much an
expensive luxury brand but it's no
longer exclusively for the elite i think
that gucci is working from the top down
to rebrand themselves in a way that is
very Millennial friendly and I think
that they aren't afraid to turn the
tables upside down and what it means to
create luxury to sell luxury to be a
luxury company in 2015
Gucci brought on Alessandra McHale a as
their new creative director on their
Mikayla's leadership gucci has come to
embrace street wear and the influence of
popular culture alessandro Michaela is
creating pop-culture references at a
time in which people are really
searching for a little bit of nostalgia
with something
and it's a formula that's really working
I think also gucci is very honest about
what they're doing and genuine and that
they know that their designs are a
little bit out there to say the least
they're a little tongue-in-cheek but
they're they're in on the joke they're a
part of the game and they love it
recently gucci even collaborate with
dapper dan a harlem based designer who
became famous in the 80s for creating
knock-up designs of luxury brands like
gucci gucci x' logo has come to
represent more than just luxury or
wealth and Millennials are embracing
that especially as logos continue to
take over to fashion world again there
are several reasons why brand logos are
making a big comeback one the most
obvious being that everything 90s is
back and we know that logo mania was a
huge part of nineties fashion another
reason why logos are making such a big
comeback is that we're coming off of
such a strong period of minimalism that
where else do you go but the exact
opposite with fashion and another reason
why I think the logo is making a
comeback is that we're at a more
comfortable place in society and culture
in in our economy and in wanting
reassurance in the money that we have
and the money that we spend back in 2015
Gucci was actually considering using
their logo less and designs in the
aftermath of the 2008 recession
consumers were less interested in
conspicuous consumption so conspicuous
consumption as defined by velan almost
120 years ago really is this idea of
waste it's having what you absolutely
don't need but indicate certain symbols
to society of status
so obviously luxury items are the
epitome of that
items that you know are not in your
essential list in order to just survive
but to thrive in certain social circles
the signs emblazoned with luxury logos
seemed a little too ghosts at a time
when so many people were struggling
financially I think now that we're at a
comfortable state in the economy where
people are feeling it's okay to have a
status shoe of a status bag a status
t-shirt again and there isn't such the
stigma of paying $180 for a logo t-shirt
as there once was Millennials and teens
also love Gucci because so many of them
grew up seeing Gucci on celebrities or
in magazines a lot of the people who are
embracing the trends now just touched on
the very tip of it in their youth but
now can fully expand into it ad nauseam
as adults with disposable income to do
so so can other luxury brands copy Gucci
success I think what other luxury brand
houses could do to continue will try to
emulate the formula of Gucci really is
to try to be authentic to themself I
think what Gucci you know it does so
well which is really hard to imitate
their formula is that they're just
natural it's just a very natural way
that they're approaching the market and
approaching attention and it doesn't
feel contrived I think Gucci in 2018
represents excitement and fashion again
it gives people something to look
forward to something to talk about