Millennials' Newest Obsession: Gucci

One scroll through Instagram and every influencer is suddenly dressed head to toe in Gucci. The spark of this luxury designer’s success can be associated with the popularity of the brand to young people. According to a study by Piper Jaffray, Gucci was named number ten on teen’s favorite apparel brand. Needless to say, millennials are helping to grow this brand each day.

A lot of their success correlates to recent rebranding and the addition of Alessandro Michele. Ever since Michele was named the designer’s newest creative director in 2015, Gucci’s sales and awareness have improved drastically. His artistic oversight has caught the eye of the world, specifically millennials.

Michele’s ability to introduce bold embellishments onto age-old monogram patterns has caught the eye of the public. His direction is most known for popularizing sneakers and bags onto our favorite influencers. Many young people find attraction to the energetic and visionary pieces being introduced into the company. Basic sneakers have embroidered golden bees and snakes that align aesthetically with embossed glossy red and green emblems. Needless to say, this generation is infatuated with more than just shoes. Young women and men now have the desire for accessories like the infamous Gucci belt that adds a statement to every outfit, no matter the look.

Influencers are also a key part of the success. In an age where social media popularity is everything and celebrities are YouTube and Instagram stars, we cannot help but copy everything they do. Followers have become a type of currency and we flock to every trend that improves our ratings. Therefore, once Gucci hit the web with street style outfit posts, everyone had to take part of it.

This luxury obsession is a symbol for wealth in a world where economic stability is necessary for social media success. Gucci helps millennials highlight their reputation with subtle accents designating the idea of being “rich” and “cool.” Having the iconic GG gold belt or a Soho Disco Bag on one’s VSCO shows an individual is suave and sophisticated. Seeming as this idea is the epitome of why young people do what they do, it is no wonder this brand is so popular with millennials. With this demand, the brand’s comparable sales grew by 48.7% in the first quarter of 2018 (Bain & Company).

But if you cannot afford to splurge on this luxury brand, try spicing up your look with a fake Gucci belt on Amazon for $15. Trust us, most of the people you see got their fake designer items there anyways. Don’t worry though, we won’t tell anyone ;)!

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