Marketing
February 9, 2021
Jane Fonda starred in Gucci’s campaign for Off The Grid, the Kering-owned label’s first line of sustainably-made merchandise. Image courtesy of Gucci
By Katie Tamola
Brands are being called to acknowledge and anticipate different audiences’ various priorities and intentions when buying luxury goods.
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xtZm7j6DSZe\/ZISH4XE6bV7C4V8V7YTFfG2eLm+GzTD4HGy7ZFo1sEPA2NMByKmljXTGnp1L4cgtZHVlZxs8kqWfpHarxHatRqlW3deM2NCg\/YDBO4tXj8mlb171VQqTcyQxF+MYG737Tyas6P3Yh3MJ8dpSItIlfMjVZNEeXH4kSu6EOtqr7z+LbaA55bUxwvcDjnSIfKlaGv8SwEQteoUOrZIAdyCEyglo5MUrpbA9pQr\/Ham\/B\/ey7mh75XApOGGir5YL3IxrFeK5I4t7JHlDfhyEN2VsbmjRX9c\/U4KyL1FUPe9UQRZ4sxNkWOfI6t8A8wXbNCoB+mb1BbidriNtZvmACsTO+BArXPN0TwKbx8b8j6fI2rrlSkzktLb9DiSuVg0AnSRcEx72U5Hz7Nq60PCTQj0KZr2viNq67gwvUYLN+Yj6wKQ9QISh2Nin91hmpfkiJRzCd4Z+I4wDVJl4rPMfhtcRs\/185COLR\/oSPEaOKni0zZFTLid86b2rHAxhfLZMzC+8nvHhzEUoIWXC2PNulXYCqvt9KQkhMnhLwAjLd8eLdTtNWUnVY7xfn5tzUct603RbA6cnm8crCb58FxZ7flIFHbdwqH7JeMAxTg1XaQ\/NFxG+OHhddR4gEuhB1BPFLGds+x1h0r1hJczNCaigopjukzQRYF8cD+v\/6v684NLryb9w+bxpexAEkZzEi8do0ZA6AVMSBjt3iXpBT\/VaFf6MMNVRhgkOpPU8YkpuRQExRpwbOWCmLmu6Q9+qjk6htL2TkYFxxkH4qHpxtCtLHJYXgvlsnJz+iJRAfisNrwf8Oawo6ZW1QIqickv5DHTfJl2okUv\/fS893v2\/fAw3BEf561hwdjcVJCJbRA+PpkE4BLBnvdHnVP6xAdT2\/Y5Zf0pNn+Y7tLM4lrYdoS6954lfDfUpKbjhKnmOimESKH\/Ia8fqnBxTqoZB\/CeRj+rTrEDrh8cr6T8ZaaOUBz0ToggB9e\/5CGUGg7Qx\/eMMIS0ob2dJtw1f9S8YYTPV+NluMiXAfQZavYSnh8KfoBUt\/gzcpYli\/1RJBYWggrNjPp3703PDVCzSjR3Y7YEs6737\/uQh1TVL8co34atI69cbPyvnsL06jCLZYQ1d81pP8YZ3ewV6itD34bIhIpf1EAipeCl4XE+3kwzwqCwZ\/W8s3u72WRJ8vITGBSYOu9PjpXyGpWYbYjz5\/SWyDvpW0i3U6eI76qcCxh6TbkBrF0tVAXrz5FzlPEsueIrtHP8yPFX+GOY+Y\/ez4jQTYRKjFeiIT\/pHYMQBML0E65sYqr90BCUsSYZwGxOivOY78byXXHuUR9cyPB\/HJ8XD0PtujhYJJj\/ZhFjk2eJxoFUZtJ3JmclToTYFZSJ4\/KzBLK\/dkbuZ+9yMeaihK77XMD7E1ZSQjuTO1XhVlAXYno3P9YhJFgbqRrp+tR\/V4xw0ankhOpsWRJrlv4IiYrmInPqj8uctbt6VZxSJyvjSVanBFsDlX6Ba74PGTbM4wa6qzk7l0fmrMgLrf3daVP16SnI8QJ5xMb3PdKX7G\/vkeft05B0Ooy49VlNs+3nhU9Vt3d5HfVWbYqWacvoS8GjXpAAAPPmrjNCZZ7JJeHlrq0NnDQWuripOYTu1iLJlbe82Rcqveg2UBpD6p\/rIQqKmu62pMVFpXFM9+xf7GPeVqxqzlDHTT7V6GVdTDdwxsRFkOU0N448oGQmndl3EnmX1hDwSrjIWWzbyHy9YDYtXAdMhVl\/lJ9Gq29svFQQOn7hGHuqgu50obexIAhOwbTUpGdtaEMExTL+5beHlBzBsZmQSCFh40u+3OXShSWo4cEWDqnRdi8f5bU163jejW3vRQiZyb6YMKr8CqQp47ScQw6CHx4TJKrgfmmLE2gYPCpfY2S\/ki06itwkAINvcSax+TcwvdmxBVSueGZ5le5b2VamaSF7KONrZEtdT6uaNHXO3VkuvcNNxv0lXN5Y9WgxFEdf6y8IH3tsSj\/\/+Ndf1CDP4hbUrbZn\/f\/1MMwzngHOMB\/kaVSBAXJr9uQk5sME8ZsWNgFA6xxuykK4JiK7UAvzvKc2VjiTPwsbHSKFiZzJ0z7FEYcxc8RdlSPFQl4g+k6LeRrmM10n2crkc6k87s8Lsx4GruZHCCnK0jLf8WNxPauda5Ob9gd\/BnRhDT9XfpNj4Lv44QcC8HNIpnsX2Nvv0StC8xX77RhYQ5wlIgH42dPPOzX5jY3K8kfZFz62Tjq6SpZNkBn1fEOpaZ+wx\/cjjtEiA7LbnoxL5qwbcj5YafFqz076lkQPXfQipvax4dxXPm99GOCr5eR2nJHWjBgpiBDq531PLRAdnXqAJvQYrjussGLUxv1iN04AYjsnwunuvQZBqVfkct9F4\/IoibziqcryLvoKm09fAlTdwStOc2KOcl1ktZpxuVqDNHSdByLfLRq+9WuM4zs75\/kZjGiHbBmoodIN1bzoyr9+Gj05pS\/mGLhxAhw5gG3Id0s\/gEYBybSJJpLEzYbGJ8n3eEqKzpjQohW9fsPyr3EWYiVSyISVBWIcDU6L\/TJaucW0fK+rRIxLOjB98ID83TGVYpehH4Itbk204Q8ql4JKpNMXTw6EiBt1PKhqk9pSw+ZkuL545wNQ7e8Bfcr86HHKdsTRe7lBBG3U2mO18iDbZpovfkgGN2qsfnjTL9amrN++0hV93LN09wuyiq0FCrKXybN2UHXkznhsThCjpdNcYIHChttga8F4QfVt6Xu9A06q+reTt6gguSEvfE8pVHhW6DIxxT9eaek+S3W15xf9ul4qJ2eY3K8y5ltKG8QiYfo24ksYefY1HcjpBrCslgJjoHJkSHZLb60OT8Dr+wLi0Zy87B05A0MaCoF7CI7Dg1Y71uDmN0DlpB4OvATWtE4OXnpaoKTihqebWnpSI7jF0dDiLzvdHs+cEvXN36dZZsrqK6u9aT\/uItg0p3FrNgTqr83sUdtbRRMyGIm\/gqCg8wzFUL3wf8FkcgNbLR5jwWEhS0HNo3BenByMQt9sZKL18HUXJhQMjZ19QIUnU5QYvOvk+MFBKTwArC7YhCwNUl\/rEAmV4seWGLNr6sjy02UU6+qYjrUbj28fHZXZ3CWDVLnaKqJyUv47Sxy02vxSHn4uPEiZwM2OpirwxpYc5Frio86Yhds3z5rGUbTSEHLXd6IpoOhP\/ar3LB5WfVQkJoZdTBE8uD7f6gjjc2im7rTT02nf9RgwWmXoBvjStqxHmWrWGL0OIsb9Wdtf0iUQs8\/WoaLoJEL6s14RsebjGwIogsImspPs2KT2iYvBgsmh7uIx6VyctSlh4PJHJmL7baDX9CPW\/6BD8K+VCG5SFU0Md8a0L0wCiDz1oxH34OYyUWvRRzwM1\/Kz5+8RNh7xl6It5QeGiFNvmpDb+PKRcbSph4+HEKUbJ3HNLYzYHLecnZjxvponKtFUM5z+oUSR5ulwp292RQBfjhaOVCytgLdM5tF3g0GdW4YbUOnc6Ow9Kyuoi6W+4BAPfDloxONKvk+OU\/2pNrME6ObKY9WYsMsFBo8lVGHnO7WVHbNt3PLQGro5hLDCr1iyuz2xHUcPgyfJl9x3lZmTMlc4T8zS\/9HLpRgi02Hy6XFZ\/NBR19m03NQOaThm5F0AbxpA8ybt2XDMb2elqL+rwLK3HtvmuxzUm7LwGjQ11dAYqBjdfXpsNGpiPx9vaA\/IZvEcmyVpN5DdhvZXLjG1XtHHxkSJ\/gFL0+Qpr3vK3YwerEApDcHbp62nB49kU2E6IFC\/FBvlkf6VdCtVLrBHEAd2UyFIbXiIQt81fyFOlMhz082QU3x5TN0LQWgx8JipTRiji\/B0U6Y1LMf2RqLBoz8ulXzsASa\/01cQERcEAOTKY7M8kvLGepnoqWqSbKJad4fQaOj4hMrLsAHmx0N9rerlpsagyq94PpDHCNOuL+pAfAv9Tycrz5x2DCEuDPpMEfrLSZUqk6At6C6JxYjp9BfWHox9rmjrO5bldmyiqtbNJvLteF1\/BG5dsEX9Ri5m5HkhRrqwRVLIgLnBc53A\/VKwiul33RN4VFi2dna+dttTvzf0oevcncDWdPPKgoOi0CFYThZvA+DhBshuRoDy1AuRCP46kQM09HjhDRn93+N8sTvBag+YZMpoSejDoYykl\/TQObHSpS98jv5bihzc26vtxk6pfXTHh2pNDA6NbJ9HZSvEAeAodU0vsql+mw9CmmHM+WP0UxR2DH3VqxiNMo+P4hUR8r7ULGhzdYkzD07zJlno4Xtpxy2ZTiwWLHmoagbD7ymhO6uGSKlM3GtMQFs4sjCEDaqTz5D\/sgvMLZUhllssgN74sKPluiZoUZ8uevIaW40MMMmjuh3EA0Pjar6BZRGPjt0c2p9uAxiWn4bITOWlSFVtw\/fRxopwKrIxib\/DUQJa2cV1Iec5YmEYGk5PCGXQoIwwDNn5Y+EAdWfWzAgrRZihPTWeD\/UEI\/Qv7jY8yNSREm9WpdtCqsck8y3SQGEkAJjRM+eiCR9lwD9dIluO5RsLTFsrCDsgQNr++7lX1vwh0TNRUd4mcjwoO8Y+ZuMgLgm6rRzCGccBCeFXsR7w+vm+9U54moERmGrtlZx\/VT0oE6iisiLzVCP9pOrZ7\/Mr\/fJfKmk2OLhYaimZJWSNivc2WP+SIdNw6Elc5MjQMlWB4sOJzTBC3COGt09CLd+d4ApY3dtHD2ZmO2hKQhzKTakHXd8LqJoL7t2gQW4Kehs+1xVW6pwJNA2HGAwhloihsOSajZUaHPr5IePz2bTK52lxX6mhpjjq7RaguYafouYRuC8wMBr+k4STwgqmzyWGxhOza284\/gygfhSSzkDdJvsqMqqdhyYhV5AM8gujwmTcbyu65VK+qI3VOI2G6q42BgaZ4CadYp3ICtFWpsgOQp5fs4DyXrZttS8XJBTiAK4mDNXn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