Roxana May

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From NOT to HOT. How did Gucci become so popular (again) ?

March 12, 2017

I wasn’t really into fashion or handbags or anything luxury when Gucci was a big brand. So when I started obsessing over purses, about 6 years ago, Gucci was the last place I would look. I would pass by their boutique and my heart wouldn’t flutter and I don’t remember ever going inside. Quite frankly, I thought the brand was old, tacky and on its last breath.

So what in the world happened? I know that wasn’t just my opinion, as I’ve VERY rarely seen any blogger or respectable fashionista wear any of their pieces. But all of the sudden, everybody and their mother loves Gucci. I love Gucci, 99% of the fashion bloggers love Gucci, heck even Beyonce loves Gucci (proof: her many outfits by the Italian house and the Formation video where she sports a Gucci body).

 

Here’s my opinion on how they manage to rise and become a fashion sensation:

1.The new creative director Alessandro Michele.

The fashion house has exploded under his wing, and many of us now associate Gucci with his bold, quirky and colourful style. There is no doubt in my mind that he (and his team) is the main reason why Gucci is so successful at the moment. Here’s a Vogue article about him if you want to learn more.

2. Online influencers

Having the biggest online influencers constantly wear your stuff is a sure way to success. Whether they were paid to do it, or they simply liked the designer I don’t know. What I know is that the more top bloggers I saw wearing the new Gucci bags, the more I saw everyone else getting one. Again, it doesn’t matter if paid or organic, Gucci’s online exposure has reaped its benefits.

 

3. Less discounts

Gucci still has discounts and outlets unlike some other fashion houses like Louis Vuitton and Hermes. However, they cut down of the sale percentage or the items that go on sale. In the last sale (Winter 2016), Gucci has only invited selected customers to see their sale. This makes them appear more exclusive and desirable and customers are more likely to buy full-price if they believe there won’t be a sale.

 

gucci sale private

4. Kept prices (relatively) affordable

Of course the prices are high as they are a luxury brand. However, compared to similar brands of similar quality, Gucci has yet to inflate the prices to the extreme. A similar size bag to the Chanel M/L Classic Flap is € 1790 (GG Marmont matelassé shoulder bag). That, in the world of designer handbags is still a moderately affordable bag.

GG Marmont matelassé shoulder bag
GG Marmont matelassé shoulder bag

 

What do you think? What are the reasons why Gucci has gone from meh to super HOT ?  Most importantly, do you think it will last, or that fashionistas will get bored with it and jump into the next brand?

 

I’d love to know!

Roxana

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