Alessandro Michele
Why Failing At Messaging Can Have Fatal Results
Brands that create generic messages cannot reach their full potential in pricing. What should be luxury’s superpower can easily become its kryptonite. Read More
Why Messaging Is Luxury’s Superpower
In luxury, it’s the story that carries the value, not the product. If brands don’t get their messaging right, the consequences can be disastrous. Read More
The Year of the Tiger is the Year of Gucci
Most global fashion houses have failed at marketing Chinese zodiac symbols. So how did Gucci hit a homerun with its recent tiger campaign? Read More
To Reach Chinese Big Spenders, Luxury Brands Should Open Their Vaults
Archive collections are becoming a popular way for brands to surprise and delight an easily bored, e-commerce reliant global consumer base. Read More
Consumers Don’t Hate Your Brand, They’re Just Bored
One of the greatest challenges facing luxury brands today is the pressure to push the envelope in their marketing efforts to tap millennials and Gen Z. Read More
Can Gucci Sell High-End Watches To China?
Gucci has launched a new Haute Horlogerie line, with prices topping $300,000. But who will be Gucci’s high-end watch buyers? Read More
Who the Devil Wears Gucci? Why the Luxury Brand’s Relaunch Carries Markers of Success
There aren’t many examples of luxury brands being proverbial phoenixes, but Gucci has most new luxury attributes to make it back big this year. Read More
Will a Gucci-Balenciaga Collab Break The Internet?
Gucci’s first collection of 2021 will be livestreamed in China. But are the rumors true that it will collaborate with Balenciaga? Read More
Does Gucci Need a Reset?
Gucci’s 2020 financial performance was disappointing, with some critics suggesting that the brand needs a dramatic reset. But that’s far from the case. Read More
What Brands Have Perfected Digital Storytelling In China?
72 percent of consumers will only engage with personalized marketing messages, but creating personalized digital content that connects with users is tricky. Read More
