Italian fashion label Gucci is Luxury Daily’s 2016 Luxury Marketer of the Year for its revamped advertising image under the creative direction of Alessandro Michele.
Gucci won over first runner’s-up Chanel and second runner’s-up Burberry. All three brands were able to adapt and connect with a new generation of consumers while not losing focus on their luxury positioning.
The Luxury Marketer of the Year award was decided based on luxury marketing efforts with impeccable strategy, tactics, creative, executive and results. All candidates selected by the Luxury Daily editorial team and from reader nominations had to have appeared in Luxury Daily coverage this year. Judging was based purely on merit.
Gucci made over
2016 marked the first full year with Mr. Michele at the head of Kering-owned Gucci. Aside shifting the brand’s apparel and accessories design, he has made his mark on the brand’s marketing, replacing an overt sex appeal with a more romantic femininity.
This included a new effort for Gucci Guilty starring Jared Leto that portrayed a subtle sexuality (Gucci’s visual representation of fragrance hopes to shatter society norms) and ensemble runway collection campaigns shot in destinations such as Berlin, Tokyo and Britain’s Chatsworth House.
Playing off motifs created by Mr. Michele, Gucci unveiled a series of artistic initiatives that deconstructed these themes. Its customizable Ace Sneaker was the subject of creative short films, while its codes became the basis for a multiplatform project that spanned a physical space in Tokyo and online mediums (Gucci makes room for reinterpreting brand codes).
Allowing consumers to put their own spin on these new icons of the brand, Gucci also launched customization programs for select products.
During 2016, Gucci opened new headquarters in Milan, centralizing a number of operations in a repurposed aeronautical factory. This Gucci Hub will serve as a location for fashion shows and acts as a physical representation of its changing aesthetic (Gucci takes nontraditional office approach for multipurpose Milan headquarters).