The release of Creative Director of Gucci, Alessandro Michele's

On 23 May, Gucci released some entries from Alessandro Michele’s personal diary. It is quite evident that he spent this forced lockdown period in reflecting upon the future of Gucci’s business, while self-isolating at his home in Rome, Italy. He planned to increase the sustainability quotient of Gucci in the future. He said, “Our history is littered with crises that taught us nothing”. He went on to write, “Our reckless actions have burned the house we live in”. He wrote this under the title “We Turned Out to Be So Small”. His diary reflects what ‘sustainability’ means to him and how serious he is about it.

Michele plans to overthrow the concept of seasonality; he stated “I will abandon the worn-out ritual of seasonality and shows to regain a new cadence, closer to my expressive call. We will meet just twice a year, to share the chapters of a new story”. He promised a completely new “creative universe” for not only Gucci but also the entire fashion industry.

Image Source : www.instagram.com/p/CAfetqNiGSe/

Analysis

In this pandemic situation Luxury Sector has seen a great deal of downfall and the first reason behind this is disrupted supply-chain due to the word-wide shut down. Fashion industry is one of the industries where customers crave for innovation and inspiration. As we all know luxury is an anti-law of marketing so we can say that “Luxury sets the price; price does not set luxury” and we can also say that luxury brands are “superlative” and not “comparative”. Luxury brands (like Gucci) are those who are known for selling philosophy or story and not just mere products. Successful brands are those who create a lifestyle and not just follow their peers. Gucci has set an example in the fashion word and the due credit goes to their creative director, Alessandro Michele.

If we think from the Digital Marketing perspective, these are the kind of posts that not only tend to attract a lot of likes but they also get a lot of retweets. This helps to grow a huge community of audience. For instance, how many re-tweets can a Gucci bag attract, even if it is the most beautiful bag? Probably very limited number of re-tweets, because who would want to re-tweet the photo of a bag, but we can say that Michele’s philosophical thoughts to increase the sustainability quotient of entire business of Gucci is a  ‘top of the funnel’ content and this has surely helped them to grow their community. The reason behind this is that sustainability is not only a trending topic of today but also it is the need of the hour.