The Viral Effect: Gucci
Petra Collins for Gucci Eyewear
Gucci undeniably transitioned into the forefront of popular culture. It is referenced in songs, witnessed in music videos, and worn by influential figures. However, despite the brand's success and longevity, the recent increase in sales left many to consider the recent positive changes made by the company.
The younger generation idolizes Gucci. The brand's commercial appeal within this demographic perhaps stems from the vibrant colors, elaborate prints, and of course, the iconic double G logo. Gucci currently resides under creative director Alessandro Michele, the man responsible for the current brand image.
The brand presently centers on maximalism. The term maximalism in fashion references bold designs and prominent/ repetitive logos. This maximalist aesthetics allows for greater brand recognizability and coincides with social media's ostentatious nature.
Social media influencers, many of whom are millennials, often share their purchases on social platforms. Again, due to the maximalist style of the brand, Gucci products are recognizable, allowing others to know which brand designed the product. Additionally, as influencers set the trends, they incite others to covet similar pieces. The virality of platforms and the impact of social media influencers have profoundly pushed sales, leading to the rise of Gucci.
YouTube is a frequent media outlet for those within the millennial generation. YouTube content creators are often a similar age to their audience. Due to YouTube income, content creators often purchase luxury goods such as Gucci products, showcasing them in their videos.
The most popular items, including their sneakers and loungewear, are inspired by their younger clientele and millennial streetwear. As stated, the usage and sharing of its prominent logo further the brand's popularity. The current success of the brand is thus credited to Michele's maximalist aesthetic and the virality of trends.
Fashion commentator, Luke Meagher breaks down the recent success of Gucci on his channel, HauteleMode.
YouTubers Emma Chamberlain (17), Ethan Dolan (19), Grayson Dolan (19), and James Charles (19) dress each other in luxury fashion, featuring several Gucci products.