gucci
Research Projects
SUSTAINABLE MESSAGING IN COMMUNICATION:
CREATING DESIRABILITY AMONG GUCCI CONSUMERS
In the last years, many drivers have motivated luxury companies to engage in more sustainable practices. Today, consumers seek new forms of luxury that show respect for natural resources and human beings, yet still stand by traditional ideology revolving around quality, creativity, originality, craftsmanship, and savoir-faire. The recent trends towards environmentalism have influenced consumers to seek responsible luxury. Luxury brands base their identity and image on a set of values through which they should be known and publicly judged by both clients and the market. Sustainable development and corporate social responsibility strategies offer a particularly suitable platform to enrich the value-set of luxury brands and catch the eye of the luxury consumer in this new age.
The purpose of this research is to examine the impacts of incorporating sustainable development in the luxury goods industries and hence, seeks to find an answer as to whether the dimensions of luxury and sustainability have a common ground that can be used to promote higher brand loyalty. This paper investigates previous and current literature, to gain a deeper understanding of the theoretical background of the two concepts, both individually and together. Furthermore, this dissertation employs a case study approach surrounding Gucci's new 10-year sustainability strategy, Gucci Equilibrium; By critically analyzing their sustainable business model and current communications of their initiatives, a framework for adapting the right communication and marketing strategy is being recommended.
A successful communication strategy would both, highlight the brand's sustainable initiative and at the same time, express exclusivity and influence desirability among its target audience. The strategic plan is to position Gucci as the force who will “Lead the Revival”. Communication about initiatives are presented on packaging. Also, it is suggested to use gamification as a tool to increase engagement with Gucci Equilibrium goals and shed light on current initiatives in which the fashion house is participating.
