What the hell went wrong with Gucci? Why did BV disappear from social media?
Gucci’s problem is mainly over-expansion and loss of uniqueness, while BV (Bottega Veneta) chooses to disappear from social media, let’s look at each separately:
Gucci’s problem:
Gucci has long been admired for its bold, avant-garde designs and luxurious style. However, some comments in recent years have pointed out that the brand may have overextended itself, leading to some loss of brand identity and reputation. Some people think that in order to pursue market share and sales growth, Gucci may have lost its originality and uniqueness in some ways. Some product designs have been criticized for being too commercial and lacking in innovation, which can lead to fatigue and frustration among loyal consumers.
Bottega Veneta’s social media disappears:
Bottega Veneta’s disappearance on social media has been widely discussed. Brand creative director Daniel Lee decided to remove Bottega Veneta from social media platforms, a move aimed at reshaping the brand’s unique and luxurious image. He believes that social media is oversaturated, drains people’s attention and diminishes the value of brands. Therefore, he chose to connect with consumers through other means, such as focusing on physical store experience and offline activities. This decision has aroused widespread concern in the industry and sparked discussions on brand positioning and marketing strategies.
Both Gucci and Bottega Veneta face the challenge of rethinking and adjusting. Gucci needs to rediscover its unique creative and brand identity to capture consumer interest. And Bottega Veneta is trying to highlight its exclusivity and luxury image by parting ways with social media. The success of these two brands will depend on their keen insight into market trends and consumer needs, as well as how to maintain innovation and uniqueness in the highly competitive luxury industry.
