The communication of Gucci’s brand identity on its Instagram profile
DOI:
https://doi.org/10.31921/doxacom.n34a847Keywords:
Luxury fashion, brand identity, social media, Instagram, GucciAbstract
Nowadays, a large community of young users follow the profiles of fashion brands on Instagram. One of the most prominent companies on this social network is Gucci, whose digital communication strategy exemplifies the endeavour of some luxury brands to redirect their efforts toward new consumer profiles. The purpose of this study is to determine the way in which Gucci communicated its brand identity on its Instagram profile during the launch of one of its collections. By using quantitative content analysis with a sample of 642 publications, brand associations structured around the aspects of product, organisation, person, and symbol have been registered according to the brand identity model formulated by Aaker (1996). The results show that the content of the publications is consistent with a brand identity that presents itself as eclectic, modern, romantic, exclusive, and influential. These attributes are reflected mainly in the brand’s products and in the figure of its creative director.
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