“…Guccio Gucci’s vision for his brand was of an aspirational luxury goods label that catered to an elite of aristocrats and film stars, and for the display of a Gucci status symbol to communicate the wearer’s impeccable taste, style, and above all their wealth…”
在Gucci創立之初，它的願景是要成為社會精英貴族和電影巨星的奢侈品牌，在擁有的財富基礎之上，展現他們無可挑剔的品味和風格。
“Fortunately for Gucci, with the arrival of designer Alessandro Michele, the brand’s image has morphed once again to become synonymous with not just wealth but cutting edge cool, too.
Gucci 有幸啓用了新銳的設計師Alessandro Michele，使得Gucci 的品牌不止代表財富，更顯得具有現代感的酷。
Michele’s design genius, blending his natural leanings towards vintage eclectic with his love of contemporary culture and street style, led immediately to the redesign of signature pieces…old-school Gucci accessories were once again cool…”
Alessandro Michele的設計天份，把他一向傾向無拘無束的性格融入他喜愛的當下流行文化及街頭的風格，馬上運用在Gucci的著名的設計上，使得Gucci的老配件改頭換面，變得很酷。
“……some of the more outlandish creation of Michele that have already spoken to the young generation, including streetwear emblazoned with cartoon of his pet dogs or with the ironic “Guccy” , and bum Bags(or Fanny packs as they are known in the US) in Gucci’s signature print. His eclectic mix of motif including the double-G turned into a red apple or sequinned flower, embroidered lions an other animals, and lighting bolt, have updated Gucci’s traditional accessories into something far more current.”
Alessandro Michele最特別的創作，是和年輕的一代交心，包括在衣服或腰包繡上他寵物狗的卡通圖案，或者像「Guccy」這種充滿諷刺性的字眼。他隨性改變Gucci產品上的主要文字圖樣，譬如雙G變成一個紅蘋果或亮片繡花，繡的獅子或其他動物，閃電等等，使得Gucci 的傳統配件，更有現代感。
“…Gucci maintains its status as the most sought-after luxury brand, in music, for example…The brand’s name itself has entered the lexicon, becoming a popular slang adjective meaning “cool” or “good”, as in “it’s all Gucci”. And Urban Dictionary defines “Guccify” as “to bling out; to add high-end qualities to a product or service(or outfit); to make something overly impressive, expensive, or elaborate.”
“…More than half of Gucci’s newly doubled sales in 2018 came from buyers under 35,…”
Gucci 持續是大家最熱衷追求的奢侈品牌，以音樂為例，Gucci品牌的名稱在流行的俚語中，有「酷」或「讚」的意思。而在城市字典中，「Guccify」有「亮眼」的意思，也是「在產品或服務(或穿著)俱有高檔品質，或是使得某些東西太出色、昂貴或精心設計製作」的意思。
在2018年，Gucci銷售翻倍成長的項目，有一半以上的買家是低於35歲的年輕族群。
Gucci has proved that as long as you can genuinely talk to millennials in a way that they can see really comes from the heart, you can keep ahead of the competition.
Gucci 已經證明，如果能夠跟新的世代以他們熟悉的語言交心，將可以在奢侈品牌的市場競爭力上保持領先。
*：Karen Homer, “Little Book of Gucci, the story of the iconic fashion house,” 2020, Welbeck Non-Fiction Limited
2023/8/8 Little Book of Gucci, the story of the iconic fashion house Damakey
