Gucci Resort 2024 collection took place at the Gyeongbok Palace in Seoul, an unusual location for a fashion show.
In my view, this location choice has a twofold meaning. On one hand, it may be just a strategic marketing manoeuvre dictated by the steady and ongoing growth of the South Korean market. On the other, it may be a real tribute to Korean culture through the florid luxurious segment weighing considerably in such a context.
Interestingly, whichever the case, the collection shows no hints at a stereotypical vision of Asian fashion. Not only is Gucci paying homage to Korean fashion. But it is displaying it through a streetwear style with chains, oversize fits and a clear sportswear allure. Gucci’s experimentation is an effective exchange of visions, where Western fashion does not rule over Eastern.
Gucci’s example encourages debate about how fashion brands embrace relevant sociocultural aspects. For instance, by focusing on cultural diversity and exchange, without having a dominant Eurocentric viewpoint in mind. The show itself is a way to merge two distant cultures and build a bridge between them.
How brands are behaving
Showing a strong opinion about a social matter or supporting another culture increases brand visibility. Moreover, it grows brand exposure and the potential consumer’s consequential support. Although this exposure may be used as a marketing strategy, what matters is the power brands exercise through their messages.
There were cases where cultural homage could lead to a form of cultural appropriation, which means brands need to carefully consider how they are going to approach cultural bridging.
I believe new generations expect brands to leave a positive impact and to take sides on social matters. As never before, fashion must be socially involved because it weighs on our life. It is no longer a frivolous and totally detached world.
What if we saw marketing strategies as a positive matter to critically think, encourage and engage in sociocultural aspects?
New generations are increasing their interest in brand responsibility. They thus expect brands to be open to change and promote it.