Redesigning its legacy.
After two turbulent decades filled with family feuds and changing creative directors, 2015 marked the beginning of a new area for Gucci. When Marco Bizzarri became CEO and Alessandro Michele joined him as Creative Director the company quickly adapted their strategy.
First of all, the new leadership focused on transforming the company culture by creating an environment that empowers employees, encourages innovation and build upon diversity and inclusion. Second, Bizzarri and Michele shared a bold vision for the company where they wanted creativity to become the priority and online presence become as important as their physical points of sale: Gucci was to become the first legacy luxury brand to behave as a “digital native”.
A new narrative for a new customer segment.
Therefore, Gucci started focusing on a new customer segment that was not part of their target audience before; young adolescents. They not only redesigned their apparel and accessories, but also redesigned their narrative in such a way that they were able to connect with millennials on an emotional level through different channels. The brand evolved from traditional runway shows and models into using role models and Instagram.
Following, the strategy of their parent company Kering Group, Gucci is focusing on their own channels to tell their story. By integrating their digital and instore experience, the brand was able to create an omni-channel strategy that makes their audience come back for more.
Underneath is the business model canvas of Gucci after 2015