Gucci and other luxury brands are shaking off their old-fashioned airs to attract millennials and Gen Z – and it’s really paying off

Posted by ZI WANG

Gucci and other luxury brands are shaking off their old-fashioned airs to attract millennials and Gen Z – and it’s really paying off

Once upon a time, aspiration, grandeur, exclusivity and perfection were the defining markers of luxury. Yet as a notoriously passionate and outspoken generation comes of age, luxury is witnessing a definitive shift, with power moving from brands to consumers, who are in favour of democratising luxury’s perfection-driven aesthetic with a chance to make it their own. STYLE Edit: Gucci’s designer Alessandro Michele pays tribute to France in Paris The result? An industry that’s celebrating a more casual and offbeat aesthetic and one that has, though surprising to many, welcomed a new ideal: imperfection. With heritage having less relevance to younger...

What Can Luxury Brands Learn From Gucci About Millennials?

Posted by ZI WANG

What Can Luxury Brands Learn From Gucci About Millennials?

In 2017, Gucci's sales grew by 44.6% over the previous year. And in the first quarter of 2018, the luxury brand posted nearly $2.2 billion in sales revenue, up 48.7% compared to the same period last year. What’s behind Gucci’s blastoff? One reason is millennials. As any experienced marketer will tell you, luxury branding requires a different approach than standard B2C efforts. We at IntraLink Global understand luxury brands and have done award-winning work in this space. To us, millennials are the clear access point: According to the Financial Times, millennials are “the world’s most powerful consumers.” While many other luxury brands...

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