The Relationship Between Street Culture And Luxury Brands Has Become Closer.

Street culture and luxury brands have been ineffective.

The former was born in the streets of the city, and was initially one of the media to seek public discourse power by the fringe crowd. The latter is regarded as a symbol of identity and wealth, and it affects the public's aesthetic at a high level.

Luxury brands must learn to export their values in a new way, such as finding a group of people who are not good at street culture.

The tastes of consumers begin to close together.

For example, Tom Vanderbilt, a fashion columnist, said in the book "You May Also Like: Taste in an Age of of", "the access to information is more democratic and the larger consumer class is forming, and people can buy similar things."

Recently, Gucci has done one such thing.

It launched a marketing campaign called #24HourAce on Snapchat, inviting dozens of artists from different countries and backgrounds to share their videos and stories about Gucci Ace sneakers.

Most of these artists are very young. The youngest one is Adam Csoka Keller, who is only 25 years old, from Slovakia.

Gucci Ace is a cheap tennis shoe that the brand just came up in April this year. Its shape is similar to Adidas's Stan Smith, but the two sides are embroidered with the red and green sidebands of Gucci Gucci. The price ranges from 550 to 800 dollars.

In addition to the most basic "Xiao Bai", creative director Alessandro Michele has also set up custom decoration service, which can draw various patterns in the blank area.

The event began in the morning at 5 in the form of relay, and ended from the Tokyo photographer Chikashi Suzuki, and ended in Rio, the venue of this year's Olympic Games, which lasted 24 hours across the world.

Each artist has 1 hours to take charge of Gucci's Snapchat account, publish and create, interact with fans, and then hand it over to the next person.

All video creation is also synchronized to the theme page of the event, for interested people to review.

Compared with Instagram and Facebook, Snapchat was just beginning to get the favor of the brand owners, and the advertising business was introduced last year.

According to Research Institute L2, its advertising mode includes sponsoring filters ($700 thousand per 24 hours), insert ads ($500 thousand), discovery advertisements and location filters (only in designated places), and the target population is also younger, 18 to 24 years old.

Gucci choose this time.

The form is relatively clever -- it avoids advertising costs, but it can make use of the digital influence of the artist himself to continue to build up momentum among young people.

This strategy, Tiffany, was also used when it first entered Snapchat in April of this year, looking for two actors, Eve Hewson and Reese Witherspoon.

In order to attract more attention, Gucci has launched #24HourAce series videos on its Instagram account a week before its activities.

Although each one is less than a minute, personal style is vivid and varied.

Participating in the creation are Korean skateboard Hyo Joo Ko, France limited skateboard skating brand.

As well as street culture practitioners of Brazil street graffiti artist Ananda Nahu, there are also network celebrities such as Norway Snapchat big V Geeoh Snap. Of course, there is no shortage of Sue de Beer, Lucia Meseguer, and Beer artists.

Winnie Chi, who was born in Harbin and now lives in Shanghai, is also one of the creators.

In her story, a green skin girl was attacked by insects. Luckily a pile of girls.

Falling from the sky has become a weapon for her to fight back.

This is not the first time Gucci has launched digital content marketing on social platforms.

They built a website called The Agenda at gucci.com last year for the United States and Canada, and launched pictures, themes and stories around the concept of Alessandro Michele.

Last October and March this year, the brand launched two #GucciGram activities on Instagram, and invited artists to create three patterns based on Gucci Bloom, Gucci Caleido and Gucci Tian.

Among them, Cao Fei, a Chinese artist who has created virtual scenes for "second life", is also involved.

Of course, all this is to make you feel that it understands you, and then willing to pay.

"One to one relationship is the most fundamental, especially in the luxury industry.

Michelle will continue to take Gucci in the direction of emotion and individualism.

In the turning point, the more we speak and the more we express, the better we will be. "

In any case, you are the one who decides whether the marketing is effective.

We also picked out 4 works with different styles, which can be summed up as "pop thinking", "Tokyo Street", "Ace day" and "80s rock".

Have a nice watch.

Rita Zimmermann, Poland Taro Okagawa, Chikashi Suzuki, Japan James Kerr, Canada Steffen Grap, Karo Rose, Germany, Ukraine.