Gucci is going all out for the launch of its capsule collection with The North Face, employing a range of strategies to engage consumers. The collaboration is a mix of documentary and advertising, with a strong focus on brand content. The brand has released a two-minute video, created by Sean Vegezzi, that explores the concept of adventure in both literal and metaphorical terms. Interviews with Alessandro Michele and David Whetstone give viewers insight into the creative processes behind the collection.
In addition to the video, Gucci has enlisted the help of professional climber Nina Williams and graffiti artist Post AOW to promote the collection in an urban context. This combination of retail experiences, gamification, street marketing, and decryption allows Gucci to create a comprehensive campaign that showcases the unique collaboration with The North Face.
The decision to emphasize the behind-the-scenes process of the collaboration is a deliberate choice by Gucci, as the brand aims to distance itself from the fast-paced world of collection production. Instead, Gucci wants to maintain consumer excitement and engagement through a series of collaborations and drops. By offering consumers a unique insight into the brand’s creative journey, Gucci hopes to create a deeper connection with its audience.
Useful links:
1. Gucci Official Website
2. The North Face Official Website
