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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TcGfDZZl2\/Jimazh46HQcmTEHVTUglu\/MAiXkeTfWxyyAPtWEFaequX\/Nep8WGTraABpKFDO85gnCkn6bepLNVGBzBhFm0lXdZ85lCgts0KjA6Eb4P1ecxt4gtJEkAeDP4s309HzYGNEO6asCm\/B8aLgrw+GEGiqelntZXOC40nmaBAoVTEGY9OtUS1ojaXMidzGVcrrZLHHmm73MrWDhUL928SOk795fvQz2XyZUHStE4nXkpM8eQnefJLGnERNx\/mNMiMHQbMYoNStPVvHaZJMNef42TsjWdVgL2iRoOA9bbdvFIkiwHi6xwNiK9Y6OFhmGXR1yhcB7SVrU5crDepqui8cs1d2eSQdQEbZwamt52sU4GbHpDYvM+xwYJLh9EtgC1ZA5\/Vcw\/toN5Z3R8sC7Pn460cTbwbQLgW4ZdpPe6PO\/npjUtCtzUcBHb07ApQwncWD6BLEXsBwfWd7XF0Rpf0BIUMVj\/DrMpBalh0zQgnzMM6z+mDoZfDlg3QCbka+ClVyMk7DzVuZZEREQfIT9wMqqonzlfX6LZROJMqJ4oNO9KBssYf7jDaVDNLfRJCY3vO7XtntRZ9HmjXBifpgThA2ZImD0BlHAdLF8fM6ACIC8\/Vs2hFmeRD6D61ZD1eYvGtRTKtBybrfWBPf\/RK8\/ZCITIzzxXxsXAYJ21pDgNVoKc0nHolaC3qkqITPUxxDTg36Bimc4cOjG\/rkZYIugUf59qBO8kQPZxCLasEHOEWoCQ+x3I6c1WFA+hclZBkH5iJ8lEo\/b+aojO4bpP7TNyx19qz6nPMQA7tqXG\/Yo151R+\/c96M4IW4gH8KpVuztA+obicrI78vdN54j4xyB+FZjsHr5M\/krp8XnDC5FmPQY77J1xDmgcuB3ifzQfDHPv5Bay7mVoRP9hVhYvYC8HwMnG9yDt\/EaxqBLSJTClUsmtIZL5sCmcauntXj8rbPELWTqyCUxBxPKDn0ViK0TfS3YG8gYs5de2uZCTLI7QI+qb1Hf6nd2cje\/nYSlGG8XxB65CTZho49fPRjBm8lkELotw3yZk1PTOnrmJwabqeEaBRZHz8TO23S4ufYjplXBNSc5nTfrSJjG5jm+NitgMNOtswdfiDghdJKC09Bo7C11p7OtPXY9N8fowjxAvmwvp8OfMHCYFDP3pMUwvSJ5cnbtz7ulWR+foKJ\/OlxZypqVWZT0aY4D4YFjAVibn+SCrFr\/uKWSSmTbQoSDsdG\/dSz+dfEIOFs\/j5\/LZQ+2vD12m3jt7R9KgEbuJneZg5NlRUVAR3RMxGf0lUNnjZbvknjs5QwxgvR\/J+3WL63Ljwip9pKB8LhFkSp56joIRJ4y4uQ0pYr2vPbneLFRARJYeBAoKWUGkVDTokA6d0swIs5FcjOkJvx0vHG+l61WTAfDRZ1QxW53XdtzRxsNxRrZEgyHn\/8zIbT+OZx9m8vlgp6wQSvFubRZQoE29vTOJJJJs3m36BoSURkHbGoOkH4v1\/opumU3FsYqZLhQg\/xbtiUN4+3PhQtSRDcB8\/6TL+wvSrM3FtKimLV4LwdU+mEE5cYgP5W6RHNTt4PG04vWtYEDsYRAPGv2zuRKstL2PLt6ya1aYVG\/bZaajvNKZ\/2PcbSGy9FascNolaHjSKMBHVUCUALOCqEgqr0WLlgtHwlVJ4Kz\/JXiaolyl5081vf4e6OuBertBJub\/KjKls48INpC3+ED74A1IVhFI0uopUxbDNMyQGkebEc3uEZgm1ocZ+Vrfn3kscSEbRhn5k9BlBoz5JlvqlhoJ0UZ1VkypjgtjeIHUImn+a2Zdnfn0pBcVTBxuaSxqAlyAUrZnNuBQK\/TTSJ2ZjHEOjECM9pDa7AecVPPeOvkBw4ttVOe1yvkGL3pt5N8P0q+9R+nWZ8dRP7DyE2nMV\/DqA2rTTOEyheQhoL8xUu2m2uBsr5xc4+tCia0eU574UVuq9IHnb6\/dEeeH8iXS10YMGkP\/Mtfz5PBgWHiEKI+DJcwqj6UqAss1B9OyDQo2YvvBsHCEksNvvIleWvYgAfr+mcLFJxaJz+qkNEcZEqmzy66T+lhu288NuGKNFhNLKvPmpNsRMu\/qBIAt64KvZmJuOTU0hWo2XbhQb9h+t4yckyj90y\/Ij0LtiquhyAFfSJcWDWymoNnXZpbuvPWtcTMY76PQcdJu9nrit6vdxLB\/PyKF5iek8Cw\/\/\/Fw7CgqQbmgTLlcgIOtNNV2sk+lFMlBwErGkFJHDlW5kArQDmhVZhqwr2OcDtBhlVCbWjr2OQnmP+Pk7gn1ePb0JdGMbY9zo3sCFQTKmahtya6IfSD+a0UVCpIXFLa9kdj\/c4BQXl+q1bMCknVN+m2r5CU8BaQ7MI\/GP2DXlrKEc0sOh\/9+kdoqwWmX4kRyQCFIggRzCdVgppNl1GWVu7D+f7gfWSiB4pePQ3sJVEBlNr8elqQGOAdFLxHrFpZNvugYW6DD3na8eP4RSPUwn9t9q+a5cVW83HmA4iUBgSzb5PmLTwMakrfIYgyBP1f3RyNJQkWZrXBHV79qiUdHgEmiez1l\/TUil2C5nTN9PQ7JFDFZwUrWu7TmbTCjL5wHDp2Ri0oJpYS5CgNlDkB6lDDij\/Rv79jXvSYDA3wWSqslxErt5\/gprZ8zYd7xMLj3DlxeWFLjuWL1sfGmpR5bMiiHt49CcrQEV\/oKwZkqP7FANyZ3jWJRq52BNfpWkY1P9WhCyQ+ddblrEtSTmQLw0fan\/m6CcpCOoSS55smH2tVL9\/6YxTyndYe3s+XNM5Gaizsaxk7aZ7ccnm6+wfKupilMmz2Z5lp0SDx+zaes9AMoLp0Mfu9mR\/FJ46aclk76aqYc0MVH1AtoMTSYUiCBCfNyjgRD6hbRx1Xc7iETMLH9bqfL+4r9F6vWe4DHkPSydXN+lR26wuNV2UurcmU1q4RwTe4Rm9BQefCA7ronCp\/S6gKSfFWUJ9NnoJiMR7cD3ta\/5lzYRYsevjkmB9iY0vPylkfDzUa+Z7On5Gz9LwWCslwLLuJRmHDV7n2O7tZCLfmO8ceczFvJqv4rW3eV\/YehSLyXAZoOV3cvJZUztvQx7TkImMDm6Ox+OOMTdAdvfgymKjd48jR8Hp5aHk412nakFIrJxCwKFdLT9i3Wm91hAJQVyAjmB9JRL5alqEPKY4mGZGpYVCVzcg3hRQjL\/FBQpKwwXdd5T2oKmfRq0xZ3GaRCmFNWd5fjMmimXPUdjCaCk+ORD4nAwjNK+FIVXr\/fF5zdWrHgYzRnumersWdNcy3Oya75d08BCsWfaJvaE8TXpm\/Qzj9ylpU4N27vCkrB8INgGMSWdlFN3P5STYplg92TdXqj5bCgxZiM2vkF+p2m3cyDUDOxxdSWZ0btJweiP\/ms9lEo4v2s6nw2uTiUAKlnGCzrj6lnA0Ywplq8OvxH2przwIAhC4n4UA2Q3zBEt9IhJuvEQDPYwCusoJyEwBR5rWWoxvNnwNXxeAq1ZK7t1eeL9mit2lJDGbqGzHtidCuYB2tREIZPVgo7hlZHbtbkKdhIH7+\/I\/xEOF0jTU9V2aQEJiX3UFWd4df0uGol\/DhRbfXOLrS\/yhIQN30DBojM4U2+Ce171J0I8rW3toKOJSBSGsHydJmAd1I2PAlsQ\/PTJfPAnSoe8ynC6H6waIEFGsJlAhvkUuYGQI+RXHJ\/PTr0HkO4pjV4Y2nGlYM7fOdk4qHyVtixZD4K1wMW9qfUSdj33E7EG7LrHYPMIyt\/AdDhoBY0gJ4WMYaNv8A6FTjAfkGRxWpq47AGV+6PxR0tPs9f7kzK7Rcn9Mjrv1amiqu9X\/k0J5zVts5Q3ciDGCdw8IRvfyQZvjJS2lADpuToqlxblp1OrzZ8i7ridlrOL1I5d+b5QrFyN1cfKHe8P3Q65GDpba8d8obGbzF23DUra4UT84y9Stb7DS7xDjGCeK890l9b\/3GvbWfUUrViT80ZzJfqcIGLxzyKxL3MJwMoHJYCWeviDmeLs5oDWqZPHmbdo\/3CsAEPeSC9uqC7Iw9bnzZ9+Ojmv4LvZ91ajOpX232O9JmDXXuW17BLBK5MyI6vUcGXH3wWwkAzGd8jVQZRpCaU1F45ftY24cemXkUuXtDRMTKGp8dC4GaTN0M6ZHnRDZ7waqujcnrm9ZZ8HfRdjoNICLOxjkt7APVGlSkeTTSArZYBcSDuZrR6uf5DHsvVztpRtT33B4v4PC\/VKcDVMUWK7bXycaNbBL3g399JwKBptk6qYydg3x\/+Q51mZbrhrx35qJTdct6mwcWxWY7sDdXhZzJIOHF0N0xO2bs\/4JySpwkiU93ceEDFN2Ag1vUcrkP1wkfIRFD3j49GXjDG1gHzPpLq9GklmdP6zJz52cPK+e0jNK9O5MoFyiKeLOzQ3oRWHrYUPy6KkVUzaiwh1jEmBeFxDRRUuufZz64B2xz27h1f+8FnHbPIsmanJePoLJY+rvelWywickb7zD8soNhJVbTRo5wlQ5m35xOwYp0qeY\/ZRDrpzY4AEqGh4Jv6zNVclrvbydhGUnUuiabs\/OJ1yFackLOOHrqXslJu\/V\/tQDt4etR1bv8ZLyth6cop8b6Avbw6vQAm55FKOOThWCp\/kDLjHaanF+wH9jmXUckQupINtrgEoLcWG6tYa0c5OIC714ALTW1SitixJjTvvRLFjFiMTLcNE\/IfJo+7c5imRyvF3mPqKDuM\/4poaHFli6B+miPyDZFcJa2NvfuVnYOF6ChiW7XbbOH1z7iVPdKimL2K\/fD6jFjzghAjIs1EQAV+Bu1ZCKaTZrKy\/TS+FJXj2fRWgE+bcZKvSND0sDwN88b4Mi9\/tT88GozhIiOfr9pWBQHpqRgiVAUyRzVz3UPyKB6TTQBZnjduUGiBCbiiHAuF5ZRcz3bkyMUH6E6PuNNHAnDfQNTNM7TE3FIK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