Author(s)

Yuxin Chen, Yiming Ma and Jingtong Xu

Corresponding Author

Yuxin Chen

ABSTRACT

Recently, many brands have been influenced by the epidemic due to significant changes in consumer psychology and buying behavior. This paper adopts Gucci's famous luxury brand as a typical case and discusses how to transform and innovate marketing strategies to achieve brand recovery in the post-epidemic era. As for research methods, this paper uses primary and secondary data analysis to analyze Gucci's current situation and target consumers. At the same time, this paper also uses comparison to discuss Gucci’s brand strategy. Then, the paper finds out that the luxury fashion industry has changed a lot during the epidemic because of the recovery of the global economy, the change in the consumer group, and the boom of digital marketing. As a result, Gucci takes various measures to adjust to the epidemic era. For instance, Gucci changed its design director and spared no effort in developing new ways of marketing. However, Gucci is still faced with the problem of over-rejuvenation and fierce competition in digital marketing. To solve these problems, this paper provides some suggestions, like keeping the balance between young and old consumers and finding new ways of marketing. By analyzing the situation and giving some suggestions, this paper can help Gucci find a path suitable for its long-term development under the epidemic.

KEYWORDS

Post-epidemic Era, Gucci, Digital marketing, Luxury goods, Customer behavior