Gucci Is Thriving And Its Latest Digital Creative Project Is Hot.

In the industry sighing for the hard times of luxury industry, Gucci's outgrowth is no news.

The new creative director, Alessandro Michele, brings the new aesthetic system and excellent online marketing to Gucci, and firmly grasped a large number of young people, so that the old fashions house Gucci is linked with the cool culture of the trend.

#TFWGucci, a digital creative project just launched last week, has made Gucci a fire.

When other luxury brands are still struggling with social media marketing, Gucci seems to have grasped the secret.

On the 17 th of this month, Gucci launched the Meme cooperation project #TFWGucci, the theme of the new wrist watch series. It encourages Meme culture creators and artists from all over the world to create a series of watch series such as Le March des Merveilles.

The name of the project, #TFWGucci, means "That Feel When...".

(when I put on the Gucci watch).

The core creation of this digital creative project is Meme.

This kind of domestic netizen is not very familiar with the Meme culture, in fact, it has become a common practice in foreign social media Instagram and Twitter.

Popularly speaking, Meme is the expression bag of the western world.

The word "Meme" originally means "(through the imitation and so on) the cultural gene", was first proposed by the British biologist Richard Dawkins in 1976.

In the Internet age, Meme is a funny picture composed of pictures and text. It can laugh straight or laugh in a simple way.

Just as the original meaning of the word Meme, this cold and humorous expression has spread through the Internet through massive replication, imitation and pmission, and has formed a network subculture that is popular among young people and is moving towards the mainstream.

In this Gucci project, the spontaneous Meme creators on the Internet, as well as artists invited by Alessandro Michele, provide various new contexts for Gucci's new watch, such as classical oil paintings, old posters, real life situations, advertising blockbusters, cartoon animation, etc.

Gucci has done many digital creative projects before.

The two wave #GucciGram project in October 2015 and March 2016 is very similar to this. It is based on Instagram, calling on artists to create free creation of Gucci's iconic elements.

The #24HourAce project, launched in July last year, takes Snapchat as a platform to allow artists to take turns to take over (takeover) Gucci accounts for 1 hours in 24 hours, and release short videos based on Gucci Ace shoes.

Snapchat after reading is also the fastest growing social platform after Instagram, targeting younger users at the age of 18-24.

Gucci how does this digital creative project really look like?

Up to now, Gucci Instagram official account has released 30 #TFW, totaling about 2 million times (1999791).

Another data analysis pointed out that, although from the Instagram platform, the average interaction rate of #TFW project 0.5% is not high, but this data actually surpasses the original interaction rate of Gucci Instagram 0.4%, that is to say, this activity exceeds the usual interaction rate of Gucci account.

It is noteworthy that 10 of the 31 pictures have more than 0.5% interaction rates.

The two photos that won the most praise were the two most popular Gucci accounts in history, more than the most popular Obama picture.

Currently, the most popular pictures recorded a 1.56% interaction rate.

Obviously, the Gucci digital creative project was once again successful in Instagram, proving that Gucci has been playing a solid role in the new media digital marketing.

According to data from L2, an authoritative research firm, Gucci ranked first in the 2016 brand digital index survey.

Despite the media's criticism of Gucci's digital marketing practices, such as Fashionista's "why #TFWGucci project is not necessary at all," it is pointed out that "when big luxury brands make such creative projects in order to make money for young generation consumers, such a creation becomes strange, flattering and not so interesting." but Gucci's success in building new media, linking up with young people and pforming them into consumption is obvious.

After a two-year downturn, Gucci, a reinvented Gucci, recovered 4.8% from the fourth quarter of 2015, then continued to grow rapidly. In the third quarter of 2016, sales of the company began to double digit growth.

In the fourth quarter of last year, Gucci sales increased by 21.4% over the speed limit, breaking through the growth expectations of analysts below 17%.

In the 2016 fiscal year, brand sales increased 12.7% to 4 billion 378 million euros compared with the same period last year, while retail revenue increased 14.8% compared with the same period last year, and online sales revenue rose 19%.

Thanks to the success of attracting millennial consumers, the millennial sales contributed by Gucci in the fourth quarter of last year surged by 70% over the third quarter.

In the entire fiscal year of 2016, the millennial generation bought almost half of Gucci's products.

In embracing social media, luxury goods, especially the old fashions, can be regarded as the slowest industry.

But now, luxury brands should realize that the benefits of digital marketing to brands are often unexpected.

New media does not necessarily have the possibility of reducing or damaging brand image, as many conservatives believe.

Gucci CEO Marco Bizzarri believes that the fashion industry is full of variables all the time, traditions and rules will be overthrown at any time, and consumers are the real leaders. "To me, Gucci is always like a start-up company, so that the brand can last forever."

How to play the new media on the premise of keeping the tone of the brand is important.

Gucci's artist creative project is one of the feasible ways to raise the brand value by art, to some extent, to avoid the so-called "cheap" attribute brought by the Internet environment.

In fact, cooperation between luxury brands and artists is no longer a new move. Now it has even become a promotional standard.

Art also has a breakdown, and the Gucci cooperative project is able to stand out because it grasps the "new media nature" of a specific art category.

Among the many artists invited by Gucci, most of them use new media (such as video), popular techniques (such as collage), or create a new subculture such as Meme.

It is also a way to enhance the image of Gucci to select artists with Gucci consistency and new media "physique".

The second key to stand out for Gucci digital marketing strategy is to focus on content production, especially for more people to do content production together.

The essence of luxury is to sell creativity. In the era of content, creativity is essential. It is also one of the basic elements of good products.

And the power of individual is limited. Gucci's choice is to provide a platform for launching the website to enable more people to share and produce content. It can break through the limitations of their own creativity and achieve the scale effect of collective creation, so as to achieve high-quality and effective interaction, and its communication effect is considerable.

Marketing itself is content production around products, and the more content is produced, the more conducive to product sales.

The last reason for the success of the Gucci digital creative project is to emphasize individualism and sell emotions, which is why Gucci has been successful recently.

Individualism and emotion are the core needs of millennial consumers.

More interaction produces more emotional support, and more unique creativity brings more individualism, so that consumers can willingly pay.

At this point, a value of 6000 yuan Le March des Merveilles becomes a string of numbers and symbols that represent certain values.

Alessandro Michele clearly understands the Internet and social media better than many other luxury brands.

The Internet does not mean accepting only cutting-edge technology and futurism. It also enables the new Gucci to be pformed into the love of young people.

Whether it is to constantly strengthen the extreme elements of bees, tigers and snakes, or to use the Meme culture that can represent the expression of young people today, the reason for the strong recovery of Gucci is to have a deep insight into the preferences of young consumers.