The Soul of Brands #1

It's all Gucci

Gucci’s brand soul is an elegant, zany vision of nobility that projects come-as-you-are modern luxury.

Gucci is creating worlds — not ads — which infuses the absurd with believability.

Gucci exists in a world unto itself, inviting the customer to join in the make-believe excess that's fancy-free but seemingly attainable. Their call to action #ComeAsYouAre_RSVP, bookends a campaign centered on a celebration of different characters, styles, and people all attending the party of the century, as if to say we’re all invited.

Gucci clarified its aesthetic by transforming its personality.

Gucci adheres to a uniform rococo aesthetic, reminiscent of the color palette of the 60s blended with the excess of the 80s — with smiles all around.

Stagnating sales from 2012 - 2016 inspired Gucci to re-evaluate its long-standing brand character as a provocateur and rebel. In 2017, the brand tried to own something unique to the luxury space — playfulness.

Skeptics claimed doing so would alienate the core, but creative director, Alessandro Michele expertly revitalized the essence of Gucci by exploring what stays the same when fashion gets a facelift.

His 2017 campaign, “Soul Scene” featured smiles, movement, and only models of color while incorporating legacy Gucci tropes. (Example, animal cameos were abundant, but the lions and tigers of yesteryear were replaced for iconoclastic iguanas.)

As a result, Gucci saw a 44% increase in revenue that year. Brand equity metrics for “clarity” and “differentiation" also spiked and Gucci’s campaign established its category dominance in communication — a position it retains within the luxury sector today.

Gucci’s aristocratic tone furthers a traditional exclusivity but in fresh ways.

Gucci has pivoted from old notions of luxury which stood for limiting access and elitism, to a new sense of luxury which exudes refinement and elevated social status without pretension or entitlement, mostly through humor and juxtaposition.   

A suit fit for Gatsby in a fish n’ chips shop. Wearing a lamb as a scarf. The aristocratic tone is dulled and flattened because of the new (often absurd) scenarios that Gucci is willing to occupy.

Gucci’s celebrity roster interprets celebrity in a new light.

Gucci uses celebrities as models who run the gamut of culture, young and old, sewn into a rich tapestry of connection based on Gucci’s new look and feel.

Despite the allure of star power, Gucci is not being merely opportunistic. They select ambassadors based on diversity of appearance, thought, discipline, and the genesis of their celebrity status. Gucci is not afraid to canonize young, rebellious talent (Gucci Mane) or reintroduce lost icons of bygone eras (Iggy Pop).