LUXURY ADVERTISING CAMPAIGN

LXFM - 504: VISUAL COMMUNICATION FOR LUXURY MARKETING PROJECT 2: “LUXURY ADVERTISING CAMPAIGN” PROF. OSCAR BETANCUR #AdCampaignFinal

#BLOOMmein

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GUCCI is an Italian luxury brand of fashion leather goods.

Founded by Guccio Gucci in Florence 1921.

Alessandro Michele is the Creative director and vision leader.

Operates about 278 stores worldwide.

Values at $12.1 billion by 2013.

PICTURE OF SENDER PHYSIQUE

PERSONALITY

Eclectic, Contemporary, Romantic Double G logo Futura as body font Italian craftmanship unsurpassed for their quality and attention to detail.

Eclectic, Contemporary, Romantic, Bold ,Whimsical

RELATIONSHIP

CULTURE

Personalized Customer Service High-quality/Luxury products Personalized Customer Experience in stores

Philoshophy of “Sustainable Value” at the heart of management policies and corporate conduct.

Provide customers with the highest quality Italian products.

Promotion of Social and Environmentl Responsibiltiyt Policy.

REFLECTION

SELF-IMAGE

The typical Gucci customer is a bold-independent indivual driver of taste and doesn’t follow trends. It’s true to his/her own style.

He/She is wealthy, high-profile, fashion conscious.

Bold, Independent, Fashion-concious, Authentic, Confident ,High-Profile

PICTURE OF RECEIVER

SEGMENT 1. GENDER: Men, Women, Other.

2. AGE: 24-60+ Middle to upper income class.

3. INCOME: 25,000-99,000+ 3. GEOGRAPHIC: North America, South America, Central America, Europe, Asia Pacific, Middle East.

4. PROFILE: Gen Y, Gen X, Millennials. High end consumers.

5. MEDIA PREFERENCES: Magazines, Website, Referals, Social Media platforms: Instagram, Twitter, Snapchat and Facebook.

TARGET Gucci uses a customized targeting strategy approach with Digital Marketing being the strongest as of today. Collaborations and E-commerce strategies are also in place and excellent strategies to target potential new customers.

Costumer Profile: The typical Gucci customer is a bold-independent indivual driver of taste and doesn’t follow trends. It’s true to his/her own style. He/She is wealthy, high-profile, fashion conscious.

AGE: 35-60+ GEOGRAPHIC: Lives in the big cities. Specially the fashion capitals. Milan, Paris, London, New York, Los Angeles, Miami, Shangai, Hong Kong, Japan, Dubai, Brazil, Mexico

POSITIONING “To be one of the most desirable fashion houses in the world and represent the pinnacle of Italian Craftmanship unsurpassed for quality and attention to detail”

Brand Logo

BLOOM

fragrance name

#BLOOMmein

Ad. campaign hashtag for social media strategy. “BLOOMmein� as in wanting to be part of the Gucci garden and inclusivity message for target market.

Public Garden at Madison Square

Forsyth Park

Camila Abuawad Ana Marino Remy James Camila Abuawad

Assisted by: Ana Marino

#GucciGang

Becca Hopper Camila Abuawad / Tiffany B. Nunez Jagger Harvey, Alayna Bowen, Maddy Keck, Alex Bowen

Outfit: Topshop dress turned into skirt, ruffled white top, green Aldo heels, dusty pink bomber jacket + Zara thriple color earrings.

Shots: LS, BCU, XCU.

Outfit: Floral dress, red high heels, whiteround buckle belt + Zara necklace, green emerald earrings.

Shots: close up shots, MCU, CU, Eye level.

Outfit: White medieval dress, pink scarf as a belt + three decorative roses. Flower details on hair, barefoot.

Shots: LS, MLS

Gucci Bloom celebrates the authenticity, vitality and diversity of the women Alessandro designs for, and those that identify themselves in his vision.

True to who they are, these young women experience life and its fruits, blooming into their real selves. They convey their personal point-ofview without conventional limitations.

They live for memorable experiences, to create stories and connect and be inspired by the objects, culture and art they choose to be surrounded by.

#GucciGang