Gucci : A Love Affair with High Society Since 1920.
Dear Letter Lovers,
Most of brand’s clientele was made up of local horse-riding Italian Aristocrats seeking Guccio’s “equestrian-inspired collection of bags, trunks, gloves, shoes and belts
….and theirdemand for riding gear led Gucci to develop its unique Horsebit icon.”
The trademark green-red-green web stripe, derivedfrom a traditional saddle girth appeared in 1953.
It became an instant success and an instantlyrecognizable hallmark of the brand.
| The Bamboo Handle |
The use of bamboo came about during WWII when foreign supplies were dwindling under the fascist regime.
The bamboo bag was immensely popular among royals and celebrities
Queen Paola of Belgium
| The Flora Pattern |
“In the 1960’s Gucci answered a personal request by Grace Kelly and created the now famous Flora silk print scarf for the Monaco princess.”
We live in a time where luxury fashion brands are no longer selling just clothes:
It’s all about lifestyle.
And this isn’t the first time we talk about this here a Fabulous Letters from Lisbon.
The extensions started with perfumes and cosmetics. Now, Cavalli runs cafés and discos, Armani sells chocolates and flowers and Bvulgari hosts at hotels.
…And yet Gucci is keeping is simple…
Don’t get me wrong.
The Forever Now campaign reeks Gucci lifestyle.
But the focus is on Brand Heritage. Forever Now translates the essence upon which Gucci was created:
A Brand for the Lifestyle of the Noble
And this current campaign only reaffirms Gucci’s positioning as a Brand for the Elite.
And we’re not just talking about a financial elite,
We’re talking about a social Elite:
An elite that is fading in many nations, brought up on good manners, riding, hunting and a sense of discretion.
| The refined, La classe superière |
As mentioned previously, Gucci has been a favourite among high society since the beginning.
The Jackie O’
The former first lady had a bag named after her which gave way to one of Gucci’s most popular designs
The Princess of Wales was a big fan of The Bambo and put it back on the map.
But the brand’s relationship with the Royal Family of Monaco is One of a Kind
A club your certainly can’t buy your way into.
Make no mistake.
Those who don’t will shop the merchandise in order to associate themselves with these specific value as well as the glamour of a princess and her way of life.
| Gucci is no fool |
Despite it’s love affair with elite, don’t be fooled:
Gucci caters to all tastes.
It’s vital consumers identify with the brand on a personal level.
|James Franco for Gucci|
Forever Now may focus on heritage and brand identity.. But Gucci is aware of the importance of catering to the masses as much as Kate Middleton is aware of the benefits of wearing Zara
Rihanna for the Gucci Tattoo Heart Collection
If Gucci exclusively catered for the elite we defined earlier it would be missing out on a monumental part of the market.
Having said this, anyone can purchase the Gucci Fiat 500.
It’s about status and the pure essence of luxury.
A perfect example of a simple brand extension strategy.
And the market has adapted accordingly.
The models featured in the campaign below we not chosen by chance.
They have a assertive Eurasian traits.
Why you might ask?
Because Russian consumers are big spenders, and more and more brands are aware of this and targeting this niche accordingly.
Gucci always made a point of “escorting” the primetime Rich & the Famous.
It never did any harm, much on the contrary.
Ringo Star & Gucci
The so-called Lifestyle brand is said to be strategy of the future, making sure the brand present in every aspect of a consumer’s life.
But some brands still choose to focus less on material aspects of life and more on the inherent intangible values and history connected to their heritage.
So here’s to Gucci:
Because every now and then it’s nice to go Back to Basics and remember where it all began
Forever & Now, Forever Now
High Society & All That Comes With It
Charlotte Casiraghi & Frida Giannini
Charlotte Casiraghi for Gucci
“A woman with the innate ability to combine family traditions with a uniquely modern attitude“ Frida Giannini
| Forever Now |