observations in the luxury industry

Gucci – Forever Now

Published on 02.28.2010

I was reading the NYTs today and came across Gucci’s new ad campaign. Similar to Louis Vuitton’s last ad campaign, Gucci is also trying to promote their heritage and quality.

The ad reads:
The man. The passion. The dream. Guccio Gucci lived the artisan’s life of Florence in 1921. Authentic. Enduring. Dedicated to perfection. His spirit inspires our traditions today. The beauty of what he began nurtured by generations of craftsmen for 90 years. His desire to create what lasts forever moves each of us. Touching our past as we craft our future. Compelling us to carry his iconic legacy forward – now and forever.

I’m sure they’ve done plenty of market research and have figured out that consumers are looking to buy products with history and quality. However, is this really the best way to market themselves? It seems so dry and boring. I wonder if there is a better way to show history and quality without actually using a black and white photo of old artisans crafting away?

Filed under: Ad Campaign

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