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#TFWGucci: What does it all meme?

  • Checkout
  • March 21, 2017
  • Courtney Devereux
#TFWGucci: What does it all meme?

Gucci has altered its latest campaign to directly target millennials but instead of lowering their prices or make items more accessible they’ve decided the use of eccentric memes is, oddly enough, the way to go. 

I know what you’re thinking, FINALLY a company that just gets me. Now I can justify spending US$870 on a watch because it associated itself with my love of all things meme.

The company launched their memeketing (meme + marketing, clever, right?) #TFWGucci campaign to a fair amount of viral comments, most in their favor. But of all of the brands in the world, did Gucci really have to tap into internet youth culture to sell US$870 watches?

Now don’t get me wrong I’m a sucker for a good meme, they're hilarious and just oh-so relatable, but as companies start to capitalize and cash in I can’t help but feel like they’re exploiting any craze they can get their hands on. Do I want the watch? Obviously. Is it because of their use of memes? Yes most likely. 

Not all memeketing is bad. A few are actually great, for example Denny’s zoom in social media post, but most make me think that when a #TFWGucci meme goes live, evil Kermit or croc-humping turtle dies. 

Far be it from me to question Gucci. The company is usually on a whole other level than most of us can understand.

The trickle-down effect is bound to happen in the fashion and beauty marketing world and although the posts stayed true to the art collective's internet aesthetic, the amount of Gucci branding screams odd. Yes, this is too Gucci — even for us Gucci stans. 

When big businesses try to attract younger customers (we see you, Gen Z) in order to make a profit, it comes off as cringe-worthy, awkward and, to be honest, a lot less fun. 

Someone needs to tell Gucci that if you must explain what a ‘starter pack’ is then you’re missing your key demographic. Or at least missing the demographic that can actually afford a Gucci watch.

Since the appointment of Alessandro Michele as Gucci’s new creative director the brand has taken a younger more relaxed angle that also includes gender fluid clothing in its latest collections.

Since Michele started his collections now account for about 70 percent of sales.

Since May 2016 Gucci is now worth just over US$12 billion

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Smith and Caughey's pirate-themed Christmas window

  • Window Shopping
  • November 30, 2017
  • The Register team
Smith and Caughey's pirate-themed Christmas window

It’s the highlight of the festive season for many shoppers: the day when Auckland department store Smith and Caughey’s opens the curtains at the front of its store to reveal a tiny animated world that’s all about Christmas. The theme for 2017 is 'A Pirate’s Night Before Christmas.' If you've got or seen a great store or mall display, why not show it off on The Register? Just email a picture and a short explanation of the store to editor@theregister.co.nz

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Asahi pairs with Asics for 30 year milestone

  • Checkout
  • November 17, 2017
  • Courtney Devereux
Asahi pairs with Asics for 30 year milestone

In celebration of Asahi’s 30 years in business, the alcohol brand has partnered with Asics Tiger to create a limited-edition sneaker collection with only 30 available in the world.

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Spitfire x Vans collaboration rekindles the flame

  • Checkout
  • November 15, 2017
  • Findlay Buchanan
Spitfire x Vans collaboration rekindles the flame

Iconic skatewear duo Vans and Spitfire Wheels unveil its fourth collection as the holiday season arrives. The launch consists of shoes, apparel and accessories in hope of keeping ‘the underground lit’.

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