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 consumers, many of them are turning to social and digital platforms to engage with brands in a far more authentic way. They want to see brands shake off their old-fashioned images and embrace openness and accessibility. Under the creative direction of Alessandro Michele, Gucci’s tongue-in-cheek tone of voice, paired with...

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 have struggled to tap into the growing millennial demand, Gucci has found an eager and expanding base. According to Francois-Henri Pinault, CEO of Kering, Gucci's parent company, millennials and Gen Z account for nearly 50% of Gucci’s total sales. According to Fast Company, Gucci CEO Marco Bizzarri's partnership with famed Harlem...