What do tiger-print tops, furry footwear, and snake-clasp satchels all have in common? Ask millennials and they’ll tell you they’re all Gucci. According to L2’s fashion report, millennial shoppers are expected to grow from 27% of the luxury market in 2016 to almost half by 2025, making them a steadily growing contingent within the space.
Following a year of explosive growth, the brand reported that 50% of its sales are attributed to millennials, a generation that has been particularly difficult to reach for luxury brands. So how has a brand known for its maximalism won over a generation known for its minimalism?
Designs aside, Gucci excels at three layers of digital communication: instant gratification, visibility, and social media. When it comes to customer service, Gucci taps into millennials’ need for instant service. The brand has made significant investments in Facebook chatbots that reply instantly to queries, outshining most other luxury brands, which take a day to respond or haven’t adopted the feature at all.
Despite the decline of department stores, Gucci’s heavy investments in partnerships have helped make it one of the most visible brands in eight out of nine department stores tracked by L2, including Nordstrom, which leans towards more affordable brands. Lastly, the brand opted for an enhanced mobile app that ties together virtual reality with advertising, creating an interactive and immersive experience that appeals to young, tech-savvy shoppers.