The Optimization Path of Gucci Clothing Advertising Strategy

DOI

10.2991/978-94-6239-801-6_106How to use a DOI?

Keywords

Gucci; Advertising Strategy; Digital Communication; Brand Inheritance; Market Compatibility

Abstract

The global luxury apparel market is growing rapidly and fiercely competitive, with China accounting for a significant share of the market. It has become a key driver of the growth in the global luxury apparel market, reshaping the regional landscape. Digital communication has revolutionized luxury advertising models, with top brands now competing on innovation and cultural alignment. As a top-tier brand, Gucci showcases its innovative capabilities through cross-industry collaborations and targeted regional advertising, yet still faces challenges such as cultural adaptation conflicts and insufficient appeal to its target audience. This paper takes Gucci’s clothing advertisement as the research object, adopts the literature investigation method and case analysis method, probes into its strategy status, core strengths and weaknesses, and its problems and causes, and finally puts forward the optimization path which has both brand inheritance and market compatibility. Through the research, paper find that Gucci’s current advertising strategy is highly competitive, but there are some problems: lack of cultural adaptability, insufficient implementation of sustainable work, excessive accumulation of elements leading to consumer aesthetic fatigue, and insufficient precision of advertising placement. This paper makes some suggestions on the strategy optimization of the sustainable, cultural adaptability, consumer preference and advertising precision.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Keyao Li
PY  - 2026
DA  - 2026/10/23
TI  - The Optimization Path of Gucci Clothing Advertising Strategy
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1019
EP  - 1026
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_106
DO  - 10.2991/978-94-6239-801-6_106
ID  - Li2026
ER  -