Luxury overtime has lived the same narrative. It is a representation of high class and having money. The pull that these brands has is the theme that “not everyone can afford this.” I believe luxury should be for everyone because everyone is deserving of feeling special. There are different types of luxury buyers, some are frequent purchasers and others are people saving up for a one-time special event purchase. These brands should aim to target everyone, not just the high class, by featuring models that represent diverse and inclusive looks rather than only those that convey a clean and exclusive appearance.
Gucci always stands out to me when I think about Luxury. I believe they are a high class brand that goes about marketing and day to day in the correct way. They have different price points and have an emphasis on inclusivity. When I was studying luxury marketing in Florence, we did a lot of scoping out of the stores. The cheapest piece of jewelry in their Florence location was a little bee ring that was about one hundred dollars. The most expensive bag was a one of a kind snake/lizard skin bag that was over thirty thousand dollars and sat in a locked glass box. No matter what day it was or what I was dressed like, I was greeted with the same level of kindness and helpfulness. In other neighboring stores, I would only be approached if I was carrying a nice purse and was dressed up. I tested this theory pretty much daily. Gucci employees learned my name and my preference and whenever I would walk in to observe, I was their only focus. I was not their focus because I was purchasing and making them money, it is just how they are trained.
Gucci came out with this campaign that I believe perfectly highlights their commitment to being an inclusive luxury brand. Gucci Beauty Network campaign revolves around the idea that “Authentic beauty lies in imperfection is the message underscoring the campaign that introduces the first Gucci Makeup collection by Alessandro Michele.” Aiming to shift from the clean and exclusive look, Gucci says that imperfection and being beautifully yourself is what being a female is. This makeup campaign featured models with different imperfect teeth and lips all highlighting that to be a woman and to use makeup, you do not have to be some perfect put together woman…feeling beautiful is for everyone.
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