Gucci Digital Fashion Marketing Activity and Branding Analysis

DOI

10.2991/978-2-494069-05-3_173How to use a DOI?

Keywords

Gucci; Digital Fashion Marketing; Pandemic; Challenges

Abstract

As a result of the pandemic, the luxury business has shifted its attention to Internet marketing strategies, which is a substantial departure from the old marketing paradigm. Gucci’s digital marketing platform and approach is one of the finest in the business, and the brand is overturning the present luxury industry by actively researching new business opportunities and launching unique digital products. This study examines the advantages and disadvantages of Gucci’s current digital marketing strategies and goods in the locations where it operates. It demonstrates that Gucci’s digital marketing effort is a proactive response to the epidemic. Simultaneously, the study provides solutions to future challenges that the brand may face.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Anwen Dong
PY  - 2022
DA  - 2022/11/19
TI  - Gucci Digital Fashion Marketing Activity and Branding Analysis
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 1445
EP  - 1451
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_173
DO  - 10.2991/978-2-494069-05-3_173
ID  - Dong2022
ER  -