| Category | |
|---|---|
| Awareness | 94.0% |
| Popularity | 51.0% |
| Ownership | 35.0% |
| Loyalty | 28.0% |
| Buzz | 37.0% |
Luxury fashion brands
Gucci brand profile in the U.S.
More than 100 years after its inception, the house of Gucci is strong among the admirers of luxury fashion in the United States. More than 90 percent recognize the Italian brand and almost 40 percent own Gucci pieces. While most popular among Generation X, the Italian luxury fashion house resonates well with luxury fashion owners from all generations. Furthermore, success plays a vital role in the lives of the brand’s customers.
Brand KPI profile
Chic check: Gucci's American love affair
The Italian luxury fashion house, Gucci, holds an impressive position in the U.S. market, with a commendable 94 percent of luxury fashion owners being aware of the brand. In the popularity race, Gucci manages to conquer the hearts of around 51 percent. Ownership stands strong too, indicating a substantial number of fashion enthusiasts owning Gucci products. The media buzz KPI shows that well over a third had noticed the brand on social media or in advertising in the 3 months prior to our survey, indicating Gucci's substantial talkability in the luxury fashion segment.
Generations
Boomers know best about Gucci's cross-generational appeal
Gucci’s brand KPIs shine across all generations, with highest brand awareness among Generation X in the U.S., closely followed by Baby Boomers and Millennials. Gucci's popularity is highest among Gen X too, and lowest among Baby Boomers. Loyalty to Gucci products on the other hand is highest among Millennials, while the brand creates the most (social) media buzz among Gen X luxury fashion owners.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 94.0% | 88.0% | 94.0% | 98.0% | 96.0% |
| Popularity | 51.0% | 45.0% | 53.0% | 57.0% | 38.0% |
| Ownership | 35.0% | 31.0% | 38.0% | 40.0% | 19.0% |
| Loyalty | 28.0% | 24.0% | 33.0% | 29.0% | 15.0% |
| Buzz | 37.0% | 36.0% | 37.0% | 41.0% | 21.0% |
Life values
La dolce vita, is it?
Gucci fashion owners in the U.S. tend to place more emphasis on personal success and career advancement compared to those who don't own Gucci pieces. The outstanding importance of success for Gucci customers stands out in particular, as compared to non-customers of the brand. The relevance of having a good time on the other hand is almost equally high for both groups, as is learning new things.
Published September 20, 2024
| Category | Total | Gucci owner | Non-owner |
|---|---|---|---|
| A happy relationship | 51.0% | 47.0% | 53.0% |
| An honest and respectable life | 48.0% | 43.0% | 49.0% |
| Safety and security | 38.0% | 32.0% | 40.0% |
| To be successful | 37.0% | 50.0% | 34.0% |
| Having a good time | 31.0% | 31.0% | 31.0% |
| Making my own decisions | 29.0% | 26.0% | 30.0% |
| Learning new things | 27.0% | 28.0% | 27.0% |
| Advancing my career | 14.0% | 18.0% | 12.0% |
| Traditions | 13.0% | 12.0% | 14.0% |
| Social justice | 10.0% | 12.0% | 10.0% |
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