CONSUMER INSIGHT

Our audience loves fashion, but knows the toll it can take on the environment, so they are conscious about their purchases.

BRAND INSIGHT

Gucci is promoting sustainability and fashion circularity by recently teaming up with the online luxury resale brand The Real Real.

STRATEGY STATEMENT
For the conscious designer shopper, Gucci offers sustainable fashion options that are meant to last decades, not days.

FULL BRIEF

Advertising Objective: Step into the future of designer clothing through the resale industry.

What is the advertising problem to be solved?: Promote circularity for luxury fashion. Consumers are unaware of the second hand luxury market, and do not know where to find reliable second hand options for Gucci. People do not know the environmental and sustainable steps Gucci has been making. Increase awareness for circularity fashion, and Gucci's new stance on sustainability, where the life of timeless Gucci items are extended and loved from owner to owner.

Target: Our audience loves fashion, but knows the toll it can take on the environment, so they are conscious about their purchases. They prefer pieces that are timeless- not trendy. They agree that a good purse or pair of pumps can change your life… and even others lives to come.

Insight: Invest in your fashion and the future.

Promise: Feel good when you buy Gucci products. We’ve done the work to make sure our clothing and accessories don't just end up in a landfill when the season is over. We encourage our products to become second-hand because our products are made to last decades not days. True luxury is enjoying what you own and knowing that it is contributing to a better earth and a more sustainable fashion industry.

Tone: Confident, Authentic, Nostalgic