DIGITAL

Gucci: Managing the Modern Heritage Brand

by

Sophie Doran

|

This is the featured image caption
Credit: This is the featured image credit

Gucci president & CEO, Patrizio di Marco, discusses the importance of heritage with The Luxury Channel, as Gucci approaches it’s 90th anniversary

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Gucci president & CEO, Patrizio di Marco, discusses the importance of heritage with The Luxury Channel, as Gucci approaches it’s 90th anniversary

Gucci president & CEO, Patrizio di Marco, discusses the importance of heritage with The Luxury Channel, as Gucci approaches it’s 90th anniversary.

Whilst Gucci is at the forefront of modern communications and digital marketing, they are also a brand that realises the importance of heritage, craftsmanship and quality, alongside continued innovation and the prioritisation of the customer. Celebrating their 90th anniversary in 2011, president and CEO Patrizio di Marco discusses the need to communicate Gucci’s rich history, champion corporate social responsibility and continue to engage the 60 million people that come through their stores annually, in an interview by The Luxury Channel at the 2010 International Herald Tribune Heritage Luxury Conference in London.

Patrizio di Marco was also recently interviewed by Agata Siedel, for Luxury Society’s The Digital Agenda. The full interview can be accessed here or to download the full report please click here.

In partnership with CNBC Europe The Luxury Channel are in a unique position to offer LS members preferential sponsorship opportunities through advertiser funded programming to enhance their brand on their weekly ‘Luxury Life’ series and on major international broadcasters BBC World News, CNBC, National Geographic, FOX Channels . Engaging an audience of 250 million high net viewers and syndicating through trusted 3rd party media partners, 40 million high net worth viewers through USA Hotel Networks and Forbes.

For further information on the The Luxury Channel platform please contact Eadaoin Kelly

Sophie Doran
Sophie Doran

Creative Strategist, Digital

Sophie Doran is currently Senior Creative Strategist, Digital at Karla Otto. Prior to this role, she was the Paris-based editor-in-chief of Luxury Society. Prior to joining Luxury Society, Sophie completed her MBA in Melbourne, Australia, with a focus on luxury brand dynamics and leadership, whilst simultaneously working in management roles for several luxury retailers.

DIGITAL

Gucci: Managing the Modern Heritage Brand

by

Sophie Doran

|

This is the featured image caption
Credit : This is the featured image credit

Gucci president & CEO, Patrizio di Marco, discusses the importance of heritage with The Luxury Channel, as Gucci approaches it’s 90th anniversary

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Gucci president & CEO, Patrizio di Marco, discusses the importance of heritage with The Luxury Channel, as Gucci approaches it’s 90th anniversary

Gucci president & CEO, Patrizio di Marco, discusses the importance of heritage with The Luxury Channel, as Gucci approaches it’s 90th anniversary.

Whilst Gucci is at the forefront of modern communications and digital marketing, they are also a brand that realises the importance of heritage, craftsmanship and quality, alongside continued innovation and the prioritisation of the customer. Celebrating their 90th anniversary in 2011, president and CEO Patrizio di Marco discusses the need to communicate Gucci’s rich history, champion corporate social responsibility and continue to engage the 60 million people that come through their stores annually, in an interview by The Luxury Channel at the 2010 International Herald Tribune Heritage Luxury Conference in London.

Patrizio di Marco was also recently interviewed by Agata Siedel, for Luxury Society’s The Digital Agenda. The full interview can be accessed here or to download the full report please click here.

In partnership with CNBC Europe The Luxury Channel are in a unique position to offer LS members preferential sponsorship opportunities through advertiser funded programming to enhance their brand on their weekly ‘Luxury Life’ series and on major international broadcasters BBC World News, CNBC, National Geographic, FOX Channels . Engaging an audience of 250 million high net viewers and syndicating through trusted 3rd party media partners, 40 million high net worth viewers through USA Hotel Networks and Forbes.

For further information on the The Luxury Channel platform please contact Eadaoin Kelly

Sophie Doran
Sophie Doran

Creative Strategist, Digital

Sophie Doran is currently Senior Creative Strategist, Digital at Karla Otto. Prior to this role, she was the Paris-based editor-in-chief of Luxury Society. Prior to joining Luxury Society, Sophie completed her MBA in Melbourne, Australia, with a focus on luxury brand dynamics and leadership, whilst simultaneously working in management roles for several luxury retailers.

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