I chose the fashion brand GUCCI as the research object. Gucci, an Italian fashion brand, was founded in 1921 by Guccio·Gucci in Florence, Italy. Gucci’s products include fashion, leather goods, leather shoes, watches, ties, scarves, perfumes, household items and pet supplies. Gucci brand fashion has always been famous for its high-end, luxury and sexy. It has become a consumer darling of the rich and upper class society with the brand image of “the symbol of identity and wealth”. It has always been favored by business people, with fashion and elegance. Gucci is now the largest fashion group in Italy. Throughout the year, you can see the figure of finding a brand in major magazines and fashion online media.Gucci accounts on all social platforms are “Gucci”, and the official website is http://gucci.com/.
Social media is like a huge magnet, attracting numerous brands to put advertisements. Marketers usually run brand related content on Facebook, twitter, Google and Instagram before it is distributed on social media networks. This social media marketing model tends to have two objectives. The first is to form brand awareness: organize activities and discussions around the brand. Second is to retain and meet customers: brand companies can use social channels as an open forum to directly talk with customers around their questions.
First, I checked the brand’s social media accounts, such as Instagram and Facebook. I found that the account is very active, and I will release many new photos almost every day, and the content of the photos is mostly brand goods, activities, and related information. Now many brands use social media and media platforms to promote, and these well-known brands are no exception. The pictures published in Instagram can be set with product links. When people see this picture, if they are interested in the product, they can click the links directly to get more information, which inadvertently makes the purchase more convenient. I think the information of these media platforms push to the user is very important. Brands attract consumers and software users to pay attention to their accounts through advertising. Of course, many software will recommend users and information according to users’ browsing preferences. This is one of the keys to finding audiences and building customer relationships.
I have observed the difference between the posting information and the push of several different platform brands. First, the audience of Instagram is a little more than that of Facebook. The users of Instagram generally browse photos at a very fast speed. Most of the videos posted above are very short. It is convenient for everyone to browse quickly, so at this time, the photos and videos released by the brand are needed to allow the viewer to see the focus at first sight. Now, the style of the brand and the style of the product need to have a profound impact on the viewer. Therefore, the image released by Gucci has a very prominent brand style. If you look at it several times, you will remember this brand or related products. The videos that the brand publishes on YouTube are long advertisements or fashion show videos. Most of these videos are very gorgeous and give viewers a strong visual impact, while advertising on the product display will make consumers purchase parameters. The brand will also invite various stars to endorse the product. the exposure of the brand on social media will be greatly improved, because these stars will bring benefits. When a star wears these goods, it is another kind of advertisement. Many fans will buy the same item the star wear. Stars and loyal customers of the brand will release pictures for the brand to promote.
It is not the same to publish pictures and information on social platforms in different countries. For example, the pictures released by Gucci in China’s social media software Weibo can not be very exposed and profiteering, and the brand will cater to local culture and preferences, such as Gucci in China. Chinese red goods and corresponding photos are often released. It is also important to understand the culture and preferences of consumers. Discrimination and degrading content in images, goods, or videos that cannot be published, and then such content in a country and region is a very serious mistake.
Gucci also has its own app, which allows consumers or people who like brand design to download their favorite Gucci mobile wallpapers in the app, as well as some small games, which use branded goods.
The promotion and promotion of the brand is not the time to find customers by simply relying on magazines and leaflets. Nowadays, developed networks and social media are better choices for brands to promote. The spread is wide and fast, and people around the world can learn about fresh product information for the first time.
References
1.HIGHSNOBIETY, (25/11/2019), https://www.highsnobiety.com/tag/gucci/
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