Our take on how big brands are capturing the millennial market in aspiring for what their labels stand for.
With the affordable price points and trend adaptability of high street brands, how are luxury designer brands to cope? They retarget a huge chunk of the market: the millennials. Said to have been born between 1982 and 2004, the millennials are a generation who have their own ideals, which make them a tough crowd to please. Now, the big brands are keeping up: by giving these millennials what they want to see and buy — wearable clothes, distinct campaigns, and young icons as their poster girls (and boys).
Looks from Gucci’s Cruise 2017 Collection (gucci.com)
Hermès, Chanel, Gucci, and Prada; these brands all have their own signature looks and iconic pieces carried over from their history. Though millennials understand and appreciate what ‘vintage’ is, they no longer strive for a dated look, even in designer garb. Thus, brands like Gucci work their magic — with the direction of Alessandro Michele — by hitting refresh on their collections season after season, without losing its essence.
Chanel Spring/Summer 2017 Campaign (chanel.com)
Millennials are always on their gadgets and are quick to get updates on what’s trending. For their Spring/Summer 2017 campaign, Chanel went colourful and eclectic by featuring pop Lolita and cyber punk looks that include 90s references — twisted updo’s, chokers, and bright eyeshadow — which became a hit with the millennial crowd. Even the brand’s signature tweed jacket was made colourful and “young”, a far cry from the heydays of Gabrielle Chanel.