Gucci’s Advertising Campaign Uses Memes to Sell Watches


Very internet-friendly, Gucci.

Since opening its first set of doors in 1921 in Florence, Italy, Gucci set the sartorial standard sky-high, becoming widely known for its leather goods and fine attention to detail. Nowadays, the brand is both the mainstay of polished uptown folk and the millennial it-girl brand, with that signature gold appendage dangling off high-price-point accessories.

Last week, the brand enlisted the unique help of meme experts to create an online advertising campaign around their newly released Le Marché des Merveilles watches, calling on meme heavyweights @beigecardigan and @pollynor. It’s an bold marketing strategy, particularly for a luxury house, to opt for self-deprecating tones and illustrated graphics to sell a product that goes for upwards of AU$1,000.

Millennials and fashion fiends have had mixed reactions, some believing the Gucci Instagram account had been hacked. Meanwhile, a few ‘G’ devotees praised the memes and others were wary of the commercialisation of something that’s more traditionally generated via peer-to-peer interaction and popular conversation.

Whatever your take on the fashion house’s attempt to sit at the cool kids’ table, a certain level of applause can be given for Gucci’s ability to strut heels first into a new market in a competitive industry. And, hey, let’s be honest, a few laugh out loud moments can’t be too much of a bad thing, right?

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Nicole Webb

Staff Writer Collective Hub

Nicole is a Sydney based writer, who’s previously written for Harper’s Bazaar and Elle Australia. She has mused about everything from the world of haute couture, the Sydney music scene and newly founded start-ups.


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