According to a joint study conducted by Business of Fashion and Lyst, Gucci has emerged as the most influential and successful brand in the fashion industry. One of the key factors contributing to its achievement is its robust digital strategy. The study, which analyzed data from 65 million consumers worldwide collected by Google and Lyst, ranked Gucci at the pinnacle of the most popular fashion brands, surpassing competitors like Yeezy and Balenciaga.
The impact of Gucci’s dominance can be observed through its impressive financial results. The Italian brand consistently delivers positive and growing numbers, with a revenue of nearly 3 billion euros in the first half of the year. This phenomenal success can be largely attributed to the appointment of Alessandro Michele as Creative Director, whose fresh and innovative ideas have revitalized the brand. Moreover, Gucci’s effective digital strategy has been instrumental in generating enthusiasm and capturing the attention of younger generations, including millennials – a significant challenge for luxury brands. The study reveals that 50% of Gucci’s clientele falls between the ages of 25 and 35.
Gucci’s ability to engage with the younger audience can be credited to its multitude of innovative digital campaigns, enabling the brand to stand out and remain at the forefront of fashion. In fact, Gucci’s digital prowess allows it to have a strong presence online, catering to the preferences and behaviors of the new generations. This highlights the importance of a robust digital strategy in today’s fashion landscape.
Moving beyond its overall influence as a brand, Gucci’s creations are also highly sought-after by consumers. The study revealed a list of the top 10 most in-demand fashion items, and Gucci dominated the rankings once again. Rather than just having one or two pieces featured on the list, Gucci secured four spots, making up nearly half of the list. The brand’s accessories also demonstrated their popularity, with two items placing in the top three. Gucci mules claimed the top spot, while the iconic double “G” logo belt secured third place. Only the Saint Laurent heels managed to break into the podium, showcasing the influence of Kering group acquisitions in the industry.
The other two Gucci pieces in the ranking were a silk and crepe de chine dress, and the embroidered sneakers that have gained stardom on various social media platforms. They secured the seventh and eighth positions, respectively, further cementing Gucci’s reign in the fashion world.
Useful links:
– Gucci Fall/Winter 2019 Collection Review
– Shop Gucci on Lyst
