Google Slides:
https://docs.google.com/presentation/d/1ms3yV9i50CTP_4LIylq3XzfIkxQeHfk1pQXlCeHcqyg/edit?usp=sharing
Brand Project #4: Gucci’s Creative Brief
By: Caitlyn Mae Cairme, Tricia Bobwich, & Dymond Wright
February 28, 2019
- Communication Objective:
- To inform customers that Gucci is a luxury brand that can not only be worn formally, but casually, because unlike other high-end retailers- Gucci produces on-trend, ready-to-wear collections for everyday wardrobes.
- Target:
- Target Market:
- Millennials, ages 22-37
- Working professionals with an elite lifestyle
- Disposable income that enables them to spend on fashion
- Brand conscious, always wears on-trend fashion
- Usually live in urban areas or heavily populated cities
- Incorporates luxury brands into their on-the-go lifestyle
- Repping brands like Gucci, gives them a sense of accomplishment and style
- Support:
- Why Consumers Should Buy Gucci:
- Gucci is a vibrant and colorful brand, produced for the everyday trend setter
- Gucci is a luxury brand that can be worn everyday
- Men’s Ready-to-Wear Collection
- High Quality Shoes, Accessories, and Apparel
- Consumers choose to shop Gucci because of their high quality products that are sourced, made, and crafted in Italy.
- Brand Character:
- Mission Statement:
- “Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.”
- Approachable High-end Retailer:
- Though Gucci is a luxury brand, they are best known to be one of the most approachable of all other high-end retailers.
- For example, luxury brands generally attract only consumers of the upper class, Gucci on the other hand is appealing to upper class and middle class customers due to their approachable presence and “must-have”, classic merchandise.
- What Differentiates Them From Other Similar Brands:
- Gucci stays true to its brand identity while also remaining unique in their market. The brand keeps its classic and timeless approach within every area of their collection, while also giving a fresh and edgy tone to the brand to fit the changing needs of the customer.
- Tone:
- This particular advertisement informs consumers that Gucci is an approachable luxury brand because it shows an image of two individuals wearing the Gucci brand while casually eating ice cream
- Compared to other luxury brands, Gucci does not portray their advertisements to be elite and exclusive for only upper-class consumers. Gucci’s advertisements are very casual and free-spirited
- Attitude of Advertisement:
- Casual
- Fun
- Trendy
- Luxury Fashion
- Approachable
- Single-Minded Proposition:
- Gucci stays true to its brand identity while remaining approachable in their high-end market
- Big Idea:
- “Guccify” yourself in order to incorporate luxury fashion into your everyday wardrobe
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