Why Millennials love Gucci?

 85% growth in luxury market

o Partnering with street wear brands
o Using influencers
 Still expensive brand but it is no longer just for the elite.
 They are working from the top down: millennial friendly.
o They are turning tables upside down, by being influenced by street and pop
culture.
o These references have been created at a time where people are looking for
nostalgia… bringing back the 90’s.
 They are honest and genuine about what they do
o They know their designs are rare, different, and out of the box… and they are in
on the joke and a part of the game.
 They are also doing the unthinkable. Partnering with Dapper Dan, a Harlem based
designer who was famous in the 80’s for creating knock-up designs of luxury brands.
 Also, logos are back.
o 90’s thing that is back.
o We are coming back from a minimalist era and people are craving the exact
opposite.
o Society is at a comfortable place in terms of culture and economy.
 Conspicuous consumption: Having things you don’t need to survive or thrive in society.
o There is not much of a stigma with having luxury items.
 These consumers grew up with celebrities and artists that reference or use Gucci bags.
Now as adults, they have the disposable income to buy these products.
 They are approaching the market in a natural and authentic way. Represent excitement
and it gives people something to look forward to and talk about.

For many years, Gucci represented high status in society that not many people could reach.
After all, it is a luxury brand. Yet, throughout the years the brand has been able to work form the
top down and adapt to the changes in consumer behaviors. In doing so, they have become one of
the most loved brands by Millennials. One of the aspects of life that sells is nostalgia. As Lisa
Sciulli, marketing professor said, “it’s a psychological thing. You feel comfort when you go back
in time.” (NBC News, 2022) Millennials grew up with street and pop culture, when the fashion,
music, video games, movies, and even technology was changing drastically. Gucci has been able
to grasp these characteristics of pop culture and incorporate it into their designs today. Also,
millennials grew up with celebrities and artists that reference or use Gucci bags. Now as adults,
they have the disposable income to buy these products. Another reason these consumers love
Gucci is because they are coming out of a minimalist era and want the exact opposite. Gucci is a
brand that does the unthinkable. It is rare, different and thinks out of the box, making them a
genuine brand. They recognize they are unlike any other brand and play into this joke to become
relevant and a part of the game. As result, consumers like to buy from the brand and show to the
world that they support it. In fact, logos are also making a comeback. In the Who What
Wear autumn 2021 fashion trend report, Editor in Chief Hannah Almassi said that major design
houses "are once again turning to their logos and monograms from decades past. Some are
dreaming them up for the first time but still clearly referencing back to the classicism and
success of the most recognizable symbols in the fashion world."(2021) Furthermore, having a
luxury product like a Gucci bag before was seen as conspicuous consumption. People didn’t
have the spending power to buy these products. To buy this product during those times was seen
as a waste. Yet today that stigma is really gone. Society is at a more comfortable place in terms
of culture and economy. Finally, Gucci is also approaching these changes in a real and authentic
way. In turn, this makes consumers exited, and it gives them something to look forward to and
talk about.

Block, E. (2021, August 11). Other trends might fade, but this classic one comes back every
year. Who What Wear. Retrieved November 13, 2022, from
https://www.whowhatwear.com/logo-fashion-trend/slide3 

Rosenblatt, K. (2022, September 16). Millennial Nostalgia Sells. just ask these influencers
making their livings off it.NBCNews.com. Retrieved November 13, 2022, from
https://www.nbcnews.com/pop-culture/pop-culture-news/millennial-nostalgia-sells-just-
ask-influencers-making-livings-rcna47736