Gucci sales boomed in 2021, and its top notch brand storytelling is helping them win over young consumers. 

Gucci sales boomed in 2021, and its top notch brand storytelling is helping them win over young consumers. YPulse told you that Gucci tops the list of luxury brands young consumers want to own, and the brand has been making strides with young consumers via anime collaborations, video game integrations, partnerships with athletic brands (peep The North Face x Gucci line), and more. Gucci’s sales speak to its success: Kering reported that Gucci’s 2021 sales reached $11 billion—an all-time-high performance for the brand. So what’s driving Gucci’s success and interest with young people? Storytelling. Gucci’s campaigns put self-expression and individuality at the forefront while celebrating their customers instead of talking about how great they are as a brand. Gucci was also one of the first brands to embrace gender fluidity. House of Gucci certainly amplified that brand story, causing products in the resale market to trend in the wake of the film’s release. Our luxury research shows that young consumers are redefining what luxury means, and having a strong brand story like Gucci’s while experimenting with brand collabs and digital activations are ways to reach the next gen. (Jing Daily)