It is undeniable 2017 was the year of Gucci. From the slick runway designs and celebrity endorsements to the spamming of our social media platforms, Gucci was everywhere to be seen.
It was not a surprise when the Lyst index named the Italian fashion house the hottest brand of 2017. Gucci topped the list for most googled brands during the same year. The creative audacity of the director, Alessandro Michele was just what the brand needed to revamp their global image. Gucci had previously lost market share and was in search of someone who could disrupt the industry with a never seen before ingenuity. Alessandro, an incognito designer among fashion's biggest names worked behind the scenes at Gucci for 12 years. He learned from the best: Karl Lagerfeld and Silvia Venturini Fendi at Fendi. Later, he was hired by Tom Ford to design bags for Gucci. He has since climbed the ranks up to Creative Director.
Gucci extended their reach to millennials by appointing a young committee of advisors. Millenials bought into Gucci's collaborations with Instagram poets and special pop-up events where they could personalize their handbags with butterfly and flower motifs. Hence, the brand scored the highest engagement on Instagram.
Gucci recorded an explosive growth in revenue and earnings. The Italian megabrand sales spiked up by 42.6 percent in the fourth quarter of 2017 reaching $7.6 billion in revenue for 2017. Their marketing formula worked.
Gucci has found the momentum many competitors searched. With audacious advertising campaigns, rebranding, improved store concept, Gucci dared to be bold and the house is now thriving. Let's see if the brand will continue this momentum in 2018.
Here are some of my favorite Gucci designs of the year: