According to Courtney Colavita, worldwide director of social media at Gucci, the key to Gucci’s successful online presence is based on highlighting its heritage, history, and fashion pulse — all at the same time. The emphasis should always be on curation, narrative and imagery, and the three pillars for the Gucci brand in particular are social merchandising, history and lifestyle and news and events.
For example, since research shows that men want to look better, the brand produces service and microtrend pieces specifically for this audience.
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