How Gucci Mixed Humour and High Culture and Put the Cool in Luxury Digital Marketing

Mirsini Trigoni (), Ana Roncha and Natascha Radclyffe-Thomas
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Mirsini Trigoni: London South Bank University
Ana Roncha: London College of Fashion: UAL
Natascha Radclyffe-Thomas: Ravensbourne University

A chapter in New Horizons in Fashion and Marketing, 2025, pp 49-71 from Springer

Abstract: Abstract The growth of social media use has been particularly evident in the fashion industry. Luxury brands have embraced the power of social media to promote and sell products. Instagram’s shop feature allows the consumer to purchase products from brands such as Chloé, Oscar de la Renta and Marc Jacobs. Snapchat’s augmented reality feature allows consumers to virtually try on products from luxury brands such as Prada, Dior, Gucci and Piaget. TikTok is embracing live-streamed shopping with selected brands (Mackensy & Co, 2021) and the ‘TikTok Shop’ products are tagged in TikTok videos (Beauloye, 2022). The Covid-19 pandemic affected the increased number of purchases using social media. Evidence highlights that social commerce is a key theme that will continue to influence fashion brand purchases and engagement in 2022 thus reinforcing the power of social media on consumption (Beauloye, 2022; Mackensy & Co, 2021). Of luxury fashion brands, Gucci has always been innovative in its use of technology and in building online communities of luxury consumers to promote products. It was ranked number one in the L2 Gartner L2’s Digital IQ Index- Fashion Global, highlighting its digital and innovation authority (Farooqi, 2018). In 2021, Gucci released its first NFT, the first virtual sneakers, and embraced virtual brand activations (Mackensy & Co, 2021).

Keywords: Humour; Fashion; Gucci; Culture; Cool; Marketing; Digital marketing; Luxury (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-94196-2_3

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