Gucci PR Strategies

The fashion world is full of competition.

To survive and outperform in the cruel campaign, all the top brands must know how to adapt to the new environment as a result of new generation of audience and development of new technology. In this aspect, Gucci has always been an outstanding performer in this fancy show because of its effective strategies and branding publicity. Now, let’s come closer to see Gucci’s PR strategies.

1. New channel.

Going online is a smart and significant luxury PR move for Gucci. They are the pioneer among fashion industries to launch online promotion campaign on Facebook. The fact is that they did a good job and achieved great success by doing this. They got a friends list of 553,138 fans in total there and it is a great tool for social media interaction. By posting pictures of its latest fashion shows and latest designs, it is a much cheaper and more convenient way to inform its fans about news and happenings. Plus all the pictures and videos on the wall engage its fans with the brand’s luxury lifestyle concept. In the era of web 2.0, “going online” has become a trend. The impact of the traditional media is lessening while new media has become a great channel for publicity. These new tools are effective as an application of “two way” communication for cultivating relationship, receiving feedback and building loyalty with its audience.

However, I think Gucci has to improve its Facebook efforts. Their objectives should not be only to inform the current customers and fans, but also to attract more potential audience. The purpose of their campaign should be broader as to educate the public about their fashion concept and style. They should listen more and interact more, instead of harnessing Facebook as a broadcasting tool.

2. Celebrity effect.

Celebrities are vanguard of fashion trend. Their exposure to the media could be a best display of popular culture and set off latest trend of fashion. That’s why fashion brands love cooperating with celebrities. Last week on the Grammy’s Red Carpet, the stylish glory and fashion eye candy was more evenly distributed as a whole host of musical greats wowed us with delectable outfits. We saw Victoria’s Secret model Marisa Miller chose a white vintage Gucci dress. And we also see Mary J. Blige wearing Gucci at the Grammy.

On the 67^th Golden Global Awards, Presenter Ashton Kutcher wore a Gucci custom one button tuxedo with white pleated front dress shirt, black silk bowtie and black lace up loafers. Also Olivia Wilde opted for a shiny gunmetal Gucci gown.

3. Corporate Social Responsibility

Gucci, as one of the most successful luxury brand in the world, emphasizes much on its social responsibility in order to keep a good image and reward the society. For example, Madonna wore the Gucci Cruise 2010 black leather belted jacket during her performance for the Hope for Haiti Telethon Event January 22, 2010 in New York. Presenter Olivia Wilde from the television series “House,” which was nominated for best Television Series Drama, wore a fully beaded jet and silver sequined Gucci evening gown to the 67th Annual Golden Globe Awards. Gucci have gifted the gown to Olivia who will be donating it for an auction to benefit the relief efforts in Haiti.

Gucci has made a high frequency exposure to the mass media this month to help its launch of latest 2010 Spring Collection. It is one of the most commonly used strategies for fashion industry to generate positive public buzz. Gucci is walking toward a new model of PR and communication with its customers. However, I think they could be more innovative, such as open up a customer’s blog just like Burberry did or use tweeter as another online communication tool. Furthermore, they can also establish a customer community for better interaction.

All in all, Gucci had a good try and on a smart track.