Analyzing the Marketing Strategy of Luxury from the ＂Co branding＂ Activities of Gucci and Balenciaga

Zhao Liang

《Frontiers in Economics and Management》 3卷11期 (2022/11) Pp. 73-79

https://doi.org/10.6981/FEM.202211_3(11).0009

摘要

In the field of luxury goods, no matter in the past or now, the ＂dark horse＂ who wins the market is always the one who knows the rules of the game best. Only with innovative ideas and avant-garde vision, being a trend leader, and establishing a complete market chain and sustainable market ecosystem can we occupy an advantageous position in the long-term competition. In April 2021, Gucci released the fashion show of the 100th anniversary series ＂Aria＂, which is different from the previous fashion conference in the traditional sense. This time, Gucci chose to carry out a cobranding design activity with another luxury brand Balenciaga. This is the first time that luxury goods are cobranded with luxury goods. Alessandro Michele, creative director of Gucci, refused to review the old tune at the historical node of Gucci's 100th anniversary, He chose to maintain his rebirth through continuous interaction with the outside world. He hoped to bring everything into his own aesthetic world freely, treat and handle everything as a methodology, and break the inherent taboo and framework of the industry.

關鍵字

Gucci ； Balenciaga ； Jointly ； Sales Strategy ； Philosophical Methodology

參考文獻

Xie Hongxing. Luxury art marketing strategy based on the perspective of brand culture -- taking Gucci fashion brand as an example [J]. Modern Marketing (Business Edition), 2020 (09): 174-175. DOI: 10.19921/j.cnki.1009-2994.2020.09.085.

Yi Xin. Talking about the transformation strategy of traditional luxury brands under the "millennial generation" -- taking Gucci as an example [J]. China Business Review, 2019 (08): 3-6. DOI: 10.196 99/j.cnki.issn2096-0298.2019.08.003.

Wang Sihang. Why do fashion brands like to cross borders? [J] Awn seed, 2021 (04): 1-4.

Tang Xinling, Chen Jia, Ma Haijing. Case Study on Experience Marketing of Luxury Brands and Its Impact Effect -- Taking Gucci as an Example [J]. Silk, 2021,58 (10): 52-59.

A Century of GUCCI: A Legend of the Business World Through the Baptism of Wind and Rain [J]. China Business, 2020 (08): 114-117.