Reasons Why We Love Gucci
The World’s most popular brand has been revealed – but most of us can’t afford it.
Retail may be on its knees, but online one luxury label rules the world. Gucci has been named the globe’s favourite clothing brand.
Of course, I don’t need to tell you that Gucci has been having a bit of a moment of late. Ever since Alessandro Michele took over as Creative Director in 2015, it’s been Gucci fever the world over. His kitsch, idiosyncratic designs resonated with a younger audience (men and women) and Gucci has undergone a dramatic renaissance. In fact, Gucci is the number one label that customers engage with. A staggering 6million plus shoppers browsed online from October to December last year.
The Soho Disco bag is Gucci’s hottest seller – £805
Interestingly, key consumer searches are for a Gucci bag, belt or shoe, and these genre-specific searches are crucial to the brand’s success. Thanks to the iconic and coveted GG logo, customers who can’t afford the clothes are able to buy into the Gucci dream by investing in a statement belt or shoes.
More affluent customers have been snapping up the £805 Soho Disco bags to gowith their £235 and upwards Double G belts,being the second biggest seller.
The Double G belt is the brand’s second biggest seller
The fact that it’s become a celebrity red carpet favourite has obviously helped.
Information regarding Gucci’s success was gleaned by analysing the online shopping behaviour of more than 5 million shoppers, searching, browsing and buying fashion across 12,000 designer and stores online. Gucci now occupies top spot above Balenciaga.
I personally love Gucci because of how completely and utterly crazy it is. But it’s wearable. Its designs frequently defy conventions, break rules and shouldn’t actually really even work. But they do.
A fantastical collection of intricate floral and fauna prints, clashing colours, embellishment and fur topped off with oversized nerdy glasses. When Alessandro was designing the collection, any sane person would have told him that it was never going to work. But it did, and the Gucci geek was born. And in less than two years Alessandro has created one of the most photographed and talked-about brands in the world.
It reminds us of our childhood. There’s something about the Gucci show that takes us back to our dressing up days, when fashion was all about fantasy. Hearts, bees, bows, brooches, animals, flowers, flounces, ruffles and army jackets – this is the stuff that our formative years were made of.
It unleashed the nerd in all of us. There’s a reason we all fell in love with the Gucci geek, she’s hiding in all of us. The slightly awkward, clumsy aesthetic is familiar, yet cool confirming that it’s O.K to be a bit different. That you don’t have to conform and get it right all the time.
Pretty much everything Alessandro does influences the way we dress. Next season prepare to wear 80s style cocktail dresses, puff ball skirts, giant corsages, spiked denim sequin hoodies and oriental inspired platform shoes.
It combines the old with the new. You could say that he’s found the strength and future of the brand in the company’s past.The reinvention of the Gucci loafer is the best example of this. The fur lined slip on loafer has been spotted on everyone from Alexa Chung, Sienna Miller, Julianne Moore and Irina Shayk to Claudia Winkleman, and I have TWO pairs myself! It’s come back from obscurity and been reinvented to become one of the brand’s best sellers.
Overall, Gucci is the top red-carpet choice for A list celebrities. Alexa Chung, Dakota Fanning and Margot Robbie are just a few of the celebs who have been spotted wearing Gucci on the red carpet in the last few months. This kind of exposure provides worldwide publicity and translates into global sales.
