Luxury Brand GUCCI Attracts Consumers With "Private Custom"

Marco Bizzarri, chief executive, said she hoped to attract more young Chinese consumers in the form of DIY.

Gucci performance recovery, China's market winning pursuit

In the third quarter of this year, Gucci parent Kering group became

The biggest winner in the world.

According to Kering's third quarter earnings report, Gucci's revenue reached 1 billion 88 million euros, up 17.8% over the same period last year.

In the depressed market of luxury goods, Gucci has increased to varying degrees in markets other than Japan.

Leather goods, footwear, clothing for men and women have been a great success.

Gucci said in the earnings report.

Is constantly absorbing new customers.

At the same time, Gucci takes an innovative digital strategy, including collaborating with artists to design leather bags (Gucci Ghost series and Gucci Garden Series) and sells them exclusively on the official website.

According to official statistics of Gucci, sales of Gucci website increased by nearly 50% in the third quarter of 2016.

Gucci Ghost street art collaboration

Gucci has hired the new creative director Alessandro Michele since 2015, and consumers have shouted that Gucci will never be left behind again.

Most of the female consumers want to cut their hands in minutes.

Marco Bizzarri, chief executive of Gucci, has said that since 2015, Gucci has gained many new customers, younger and more fashionable than previous customers.

Alessandro Michele not only brings fresh elements to Gucci, but also strengthens the performance of Gucci stores, and brings back the design of ghosts and spirits to the Gucci flagship store.

China's first Gucci concept flagship store is adhering to the design concept of Alessandro Michele.

According to reports, Gucci has been reconstructing stores since last year, and 34 stores have been reinstalled worldwide, and another 50 are expected to be reinstalled this year.

The SKP flagship store in Beijing opened up the curtain for pforming Gucci stores in China.

It is reported that the Gucci store in Guangzhou has been closed for a long time, and the exterior wall is full of Alessandro Michele magic style.

Gucci launched customized services to win over the younger generation.

According to the data provided by the analysis and investment potential report of China's luxury industry in the past 2016-2021 years, the more rational Chinese middle class has become less obsessed with the luxury of "classic" luxury goods, and luxury brands at home and abroad are beginning to attract consumers with "private custom".

In 2015, Burberry provided private custom scarves, and customers could embroider their names on scarves.

In 2016, Chanel will also introduce customized sports shoes, from shoelaces, shoe vamp to tailoring, and customers can customize them according to their own preferences.

On the LV website, you can customize the package.

According to Gucci, Beijing SKP flagship store will become one of China's most important flagship stores, and will provide personalized DIY services. This is the first time that Gucci customized service has appeared in mainland China.

Designer Alessandro Michele's "self expression" fashion attitude and "do it yourself" courage become the inspiration for DIY services.

Through customized services, consumers can customize their styles to show their own style. Gucci hopes to attract more young people with customized services.

As early as 2011, Ouyang Kun, China's chief representative of the World Luxury Association, once said that when many high-end people in China consume luxury goods, they hope to get personalized service and reflect their social status and value.

From the age of buying luxury goods, Ouyang Kun said in an interview that the world's most luxury consumers are the youngest in China, and the vast majority of their parents are paying for the money.

From 2007 to 2010, the lowest age of luxury consumer groups in China dropped from 35 to 25.

Recently, CBRE released the report on the Asia Pacific millennial generation: the power to shape the future real estate industry.

The report shows that because of the high housing prices, most Chinese millennials are living with their parents, so there is more money for entertainment, shopping and so on.

According to statistics, an average of 9.7 days a month, China's millennials are buying and buying.

According to the "China luxury report" released by the Institute of wealth quality in 2016, China's high net worth people not only ask for Logo, but also want to be branded and satisfy their individual needs in the luxury goods consumption.

In addition, the personalization of consumers after 90 is very strong.

At present, China is still the largest market for luxury brands. Perhaps Gucci's customized service will become a new way for Gucci to attract tourists in China. At the same time, it will gradually become a new high-end consumption mode of luxury goods.