Research on the Consumer Behavior Characteristics and Digital Marketing Strategy of Gucci

Abstract

The arrival and end of COVID-19 accelerated the development of the global digital field. For the fashion industry, Gucci, as an established luxury brand, has captured the digital marketing trend and the consumer behavior, psychology, and pain points of young consumers in the digital era. Gucci’s digital marketing strategy is mainly reflected in social software and social media. The brand uses well-known social media apps to increase product awareness and exposure. Then, Gucci leverages the “celebrity culture” of young, top-ranking celebrities in social media to endorse and promote its products to generate awareness of the product online quickly and consumer identification with the brand. Ultimately, the digital marketing broadcasting advantage improves the brand effect and performance and stimulates purchasing power. However, Gucci’s digital strategy also has limitations, namely, digital marketing makes the brand neglect the importance of balancing “classic” and “trendy,” as well as Gucci’s excessive pursuit of “youthfulness” fashion symbols. Therefore, this article will take Gucci as a classic case to analyze how Gucci has used a digital marketing strategy to capture the psychological and behavioral characteristics of consumers in the brand, as well as the potential pitfalls of this strategy in the brand’s operation.