A Study on the characteristics of Brand Communication Strategies in Gucci Fashion Films: Focused on Creative Director Alessandro Michele

Son Yoo-Kyung · Miyoung Kim

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Cultural and Historical Studies Marketing and Advertising Strategies Fashion and Cultural Textiles

Abstract

Gucci is one of the best successful rebranding examples through the creation of fashion films delivering a designer’s philosophy and a brand identity after changing a creative director. The purpose of this study was to analyze brand communication strategies through Gucci fashion films that reflect the new creative director’s vision. The previous literature was reviewed. This study classified types of fashion films and identified brand communication strategies in films. The results are as follows. Building up a brand story in films was enabled to communicate with Millennials and Generational Z, and with the new Creative Director’s arrival, Gucci refocused on creating brand value that supports diversity. In the ear of visual communication, a fashion film is one of the critical drivers of brand image creation. The key enablers of Gucci’s success are a rapid response to consumers’ needs, a commitment to gender diversity, and an integration of young culture into product development.

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