Throughout the recent history, right from the time when Ford was the creative director to now Sabato, Gucci seems to be very panicky about their decisions. Whether it be changing management, design, colour or the branding & marketing. Most of the times recently, the Brand seems to have panicked before an actual downfall (only based on stagnancy).

Every time they have tried to come up with something new, they have started it from scratch, completely putting aside the identity the previous office / CD had created or was trying to create.

All of this in totality, ends up confusing the consumers every time. Rather than being on the edge of their seats, they just end up being annoyed.

Gucci, traditionally has positioned itself as the epitome of Luxury. The ultimate chic. And that is what traditional luxury consumers would always look forward to from the brand. Although the consumer wants the brand to be relevant, they would always want to be a part of the exclusive club that has the feeling of owning a "GUCCI".

I think, even if there have been frequent attempts to revamp the brand identity (a bit too frequently I would say), if the ideas were communicated properly, the chances of the brand still maintaining the same image of "regality" in consumers mind would have been a definite possibility. However, the lack of communication or chaotic communication is the reason, I believe, that the consumers are gradually moving away from the brand.

Trust is the most vital part of any Luxury brand's engagement, and Gucci's internal volatility and the lack of understandable communication to the consumer is what is causing this mess for them.

*Alessandro Michele(appointed by Marco Bizzarri as Gucci’s creative director in 2015.) focused on redefining the brand’s tired image (Mead 2016) with an appetite to revitalize Gucci into a world of “modern luxury.” he positioned the brand and allowed the brand reflect the unique value it promises to deliver

*brand equity : . Giannini’s product-focused direction sought to offer more products at a lower price-point to a wider audience (Dunne 2014) which unfortunately detracted from Gucci’s exclusivity and they lost a significant amount of their high-end customers (Wendlandt 2014). The exclusivity that Gucci once held had diminished as customer value decreased.

*Digital marketing. Michele’s innovation also extends to a successful digital strategy utilizing online platforms to capture his audience with more style-driven imagery and content (Hurd 2017). Creating an innovative and successful digital strategy for the luxury brand has resulted in thriving online sales among “millennial” shoppers (consumers born between 1975 and 1996) who account for more than half of Gucci’s customers (Reuters 2017). it covers the area of brand communication

• generational value for Gen Z is also based on emotional transparency

• The height alessandro michele was 2020 pandemic + strait jacket show

• Openly communicates his struggles leading to creativity therefore leading to his overall experience

While Gucci's bold and eclectic designs have garnered att

ention, there's a growing trend towards "quiet luxury" and timeless pieces. Gucci might need to strike a balance between staying fashion-forward and offering classic.

2.Consistent Creative Direction

Frequent changes in creative leadership can lead to inconsistencies in brand identity.

3. Enhanced Digital Presence

As e-commerce continues to grow, Gucci needs to strengthen its digital presence and offer seamless online shopping experiences. This includes optimizing their website, enhancing mobile platforms, and leveraging social media.

4. Sustainability Initiatives

Consumers are increasingly prioritizing sustainability. Gucci should continue to invest in eco-friendly practices, such as sustainable sourcingt, and promoting circular fashion.

5.Cultural Sensitivity

Ensuring that marketing campaigns and product designs are culturally sensitive and inclusive can help avoid controversies and enhance the brand's global reputation.

Sensory - smell, and double barelled texture words

Emotional/Nostalgia : Reminding people of somewhere they could be?

Specific - Location specific

Branded = famous brands