It is no secret that Gucci has become a brand favourite amongst millennials and celebrities around the world and in 2018, the brand doubled its sales with more than 55% of those consumers reported to be under the age of 35. With plans to extend their retail footprint, the brand took a different approach to transformation when entering the African market and with the help of a Global Diversity Director, the brand is focused on listening to understand it’s diverse audience. Their new global campaign #GucciBeloved features different star studded personalities from around the world appealing to a new generation of fashion lovers.
With Africa being one of the fastest growing economies, we see more luxury brands targeting high net-worth individuals from the continent. The famous double G logo can be seen on some of the most adored and respected African Superstars like Wizkid, Davido, Focalistic, Bonang Matheba, Boity and DJ Maphorisa. The Italian House also features South African Television and Radio personality Bonang Matheba who plays herself in an ad shot by photographer and filmmaker Scott Hurly. The ad which can be found on the star’s Instagram features her cast as herself driving along Cape Town’s Table Mountain in a luxury vintage car.
Gucci’s Creative Director Alessandro Michele took inspiration from popular late night talk shows centred around four of the brand’s luxury handbag lines and features the likes of tennis champion, Serena Williams and muses like Dakota Johanson, Harry Styles, Sienna Miller and Diane Keaton in retro adaptations of talk show television.
The Gucci brand clearly has no aims of slowing down with their ‘digital first’ approach to their marketing which is clearly proving to be successful in its appeal to Millenials. To shop Gucci’s latest styles visit www.luxafriqueboutique.com/