Marketing
December 7, 2020
Gucci has proven resiliency through the global pandemic. Image credit: Gucci
By Nora Howe
The acceleration of the COVID-19 pandemic has given rise to innovative digital strategies within the sector of personal luxury goods such as the collection and systemization of data, more agile marketing models and increased attention to the authenticity of storytelling.
{"ct":"Icp8HI+AfKBb7rGm9JErfjWVdeFSv8Op5ydamgG5yhDPHFvvp+qsYjZK9wiu3Thg3rZb6Tpl7sIsL+X75XKNz9oOBmtdmFhtylMtOQNmpGD\/aR5sw2TCiHZ0M5nMzubKzv03jzHjwclnx\/BROq8Xz7FSsgNNaxyuq0w6nfivwfy84DfWFgcgEhs4BUgwWDl88kgkl5ndMp2eMCDNTQ6byw+0\/kOVD3sG1kon6j7PeQ8ecFodtq\/lXaI3XgYXxzy0Go0KvjBjiiiHiFlWtB9JckMvsKgbLeRrqAVhn9dlYogIBk1nFxVZ4ZZnRYuyjYXv0k43GiRUkcprrwP\/7u4KhKpeEHpSUAOoxyuXuccOlWq4HSSyAMmk9cdJ4p2owFk8WF\/ew8Kyzm87s+577CtKieimQ\/hd9KcDixq+2BQ54kzHaAqGIbqSaEzRce1jGP4XoSMmHFyGRsVOLC2KuDsWMTwsvs0mw45YUEjS0zMmTtbkWqxbdWMauPZm+bcoXplOla1Ckfm0AWoY2ApbjWgO3uFoPJDEr3lSomLKFgpceupgNCB5QQF9oQIsJtmgMnBZlKVT+fZDVfZQg+nsg1xBfZf2yZ60iwk2tuSPIiMohFFZEgKcWHVrr2da+4MM29tU4m3ZU1pc4CJaEVcMzeLqYW8FVWu\/6R2M9Gju\/Ty1coStWKUzXLX2p7LRn0qh+CunoE9xJv0G\/JEo8qDUQD57q20mrOi5OEqV5KOaHa89OnN3Od8PI2SWJmcmFyg4x2O1baYT8gBRw3adt\/VetrZonJ+u6IGG+JpPB9loUWnAgQHMV+iGQwLPFLYmFkkAOWM2pyupSv1IIC+UZyr4uFDd63PN\/kV8AaDGi4enicrHyAZN52kFfpbqKUFeY9GkXuPTPvGQu9EUFEDF1OaGnKZuF\/P5yVC5M4xhmVBIYCnbhgqM97yx68KiPbglraJA69n+ud0\/XnWUdIXbNYEk8SBCjyD5MnII+Cvwyl46FavgVFHMBlpWO4tomkQTPtCH\/s5vqXAmTSZ+4aWKRalDeDOQytwp+MT4Y8A+976Bl4j1IZOyA\/SvZX\/+HInxiHDHaRW1khKqSMi39ZvfIyOZAzo6FoxKF0VE6GuJeNnv5L\/PERxwk5hsmj+lkcPHHnZ2ExHskjWuG2cGSLrMCO1yUgDhLLewa4S\/2IZXgiXQndyEIBjshexVV9YZlB0rnWff+4cMqMZK2izWHWLDYVi2HSTWT5uhoBRPioM+V8nmVrbrVAhYSNnLHfWNeG6CD8\/\/yPDBfr\/wxcM1OA+BmPonhQ\/2FN36CSJiZ054uOkC289KkKCcNQCq5b9ID7ybPKtXS04QWmt3WhDuWfs179z9eNpM0xomg474vvotmIvoSDxPu0AOkGSbXcf1pAtGr\/6wte96AHh7Y2Z4uf+WcAfjNqFdXpAVsIUaoVBHXboZb\/\/Uon3GpNahWJsncA7eH7pNDUSqvKlvLYqyv7f3Ni0wPrWS93mS3H0BmxBXsqzt+lPycGzTPPRG4z3uqVeRpBMkTs6Wpmtf2KgYrKOf7R2TT8Ic\/ASddVTN\/VhprxCanoO1c\/bZjjYJa2sZxmTRBmRkcNs+WLWBWbXmxm0F5E+2IS+\/6m2uQiOOxCjWxfBjB02PpHik2cHImAfbto9cAyY2\/mpXP5uT2cXj3ZdEIAbv+MkFrnvl2QVxeCAvJlZLOB9KatGbW0dtkCNsqqoUj0QgIePTCzfPR\/OwjM\/ifjgkJFAjVLQyWvR17BQHOoTPaz9I7wgp3Qua1wkvlTasq6W5hIuXdxgutVHVwUm36NeD4qrCNYPGjqONuLOtYK39lkOsjyBCSqfeN5zJPK7C6bspGZWSlcs3tV2N\/O6QyyzHI5CH74\/zqM\/cXrdlprDbWPrSwYmJPzC9kqq7msPFVtjA077Asz2dirMKcZZSbyd6OHlFOUjtXE1ZrCBG\/XbL\/XhAi5o8+4rnZ5MM73dv8xc+W+Kzs7GkRlmux6H5chC0DD95VdSu6TGsVzgoiqDtlaqfnaEVH6xlk2mBImmNDe8k60mFQMgxJP2ec80vmk29JG2psg17WqiWhPT3q4P+Aof99sQ8\/4FDZgGctZ7NKvP3WmIKRqj6ZN0yle4z9o9QqjUpwbmWcWr7LNgdTGa8ZrdK\/BpJrkpNRxC2GkWV\/CLOx+aMutVrX0gy1vIpOxDDopIGwSmXwiu4AoDHiZRDfIYnTWLxSVq9cF0Tpzq2KFLED+emO4z1Ki9nH4d1wPqegU1m+bsPlrI\/SzVcW3DIHQG2QrFLcXdJmDzP5vfxAV1n4725RFsVm\/iZK07kaED4b4qVOOiBE2iBDP8eHu+uQjgHWCB5ig2U2AW50xtvvZz5kKM+\/dSA5eksWhz1xTZ\/ibUUmaJc9QFk2s2ryx\/uRIgzDdy81pFoXAeN+mn3F\/HFNQ9Y9Em0ezbnDBOutAolejHqFGJ9i+mNsZ2v+nj\/vUf24JvI\/E408zRox5F94fsfizhN7Grrc8G1\/a3EOPnUVfLT5rvCRnaLPlDML2y9dJmI0jNqPho\/64LQNDSKosP6tPMsUYb5BAWHYRbd\/FDGj0sd3XGznQnOLhBC+hWJoqZU9skjlNhTAVzx0GBFl3nXd\/627pqBlbWNcx60knCbbUJsVwbuWr9ap9BHUpR2Cwto+ZmhH3eiWJIdprngm03CpfNu78Sh4qD6VzZJppn5JPkbT7hv9b2hqpvAn+EiP9BGiMYctbNehYHKr0dvYSmhBqTsZX5ehGCnw8TsxVHTs4sYURpi8i8qoiibsOwK288AaxWpq0GJ9WAeUW23bm2mcE25yAgSTdckmSZAS+7+n2cW7eL9BKk24RDtbRpcKdefqU62+qhPn0eexk\/RZG+ZbS5KcQ6UJ+6id7Y0mhYL6J1jzJvpJTKa5HRltTzcyCpPdWG5VZI7xLZopuFSNlplOouh4+1g9bYvlOW0LKnXfWiFCqlEA1hEGXxSSa6gswEGOQQrRByr+UrlWetjAp2h0UsH3C58xVxZh6LFi2l9xmktszlxyzBNplKPvn4HO482LmCBa0J6BstZssvrg1GlNpGG39gIn2DrU9RkIFs4aiJSdGMZaUFlQGQd1NM5P27OAnzNWuYYLDTSvIpRd176NyzDX62R\/cvTXPF\/OGJJnbXqKvKn3PIbTZ9x45SQyNVjs+rDHUThc75EOgGMmLexLJvI7fFOQXAt2Kv9hULZJOMeP2iC9oziDjiSnSrLSVTgViwwFFscQHqQxcvVrhtEhOOKNAdJjnReOzUy5EXh9ue2V+V0gvBhmIHu9Sn26O+AO0Bry6KMXj9Gc6urm54hlfTu9dS2ndAdkUlFt6cp7vfZdjIL\/8MfueqAekGE\/myQwQvcE+rs0vCJIXHNkXyYCmbPJiPk+uYx+qpTKRSXChQjr92aVVtYtDxycQrPCTVpIZgqppdhyJKoqiMTtZVSBTopkBj9GgegpoQWclgEcZShJAQm0zV0g6wZ2PRDPhuNSUNrhKExkgL0EYM55cTNe5FE1Yt7kwZc\/f1bZBFaIP\/VGY67RfKpcO1tfGP5zqiNHQJT7gChDgQN3vwJwIaPPtDpszox\/rDHbhnArlcM\/zwSbjbxM7jGWKfeYfhMQMGJD+DPBfFRBl2rn+ew8o6SzBF9pLZdS9nSjdJ25O4Sr4fV2FiR7LqxkuyBbZGPchlmFyEeLNTOuAh079iJgFHNVpap4hLrPH33vR6bIXfbvvDi9nvD5wigvuKD\/Ed\/VxUHPPtb0Tq0yuYKFw1v9lI\/zU2mnaXm7phYwSHAhHNPSqkNsQffVZRZQBQHS+iU0Mg9T5Hoa2KexDBQHAwtkY1I7OPB95lJlIrN+hTiPcJDWcxqaz6Suwc2Y90FSDRwUkD93c5xHLZrVp9C\/1FL3xKZxe9mEqIfpL4XiCN0yKAGFNN4iDblACugVY\/ySRNPlM+BQLVMC+LOh3CiNkzbCEAjzTDe2T26wpTsXS2NiZHGcVnIpwgx52S1V+YRTnCK69RDbAh5QH343PqvwAQNOOH7elAdtQq92UK3OAzowc180rujNHajOv9ATJMEfMLzsIFmo1Fzd2gEqpOzszzu+as6Fwxru1smTsNC+Jb3X8XemycfrnLjUJWGaU7JMC0gh27x0NvRgqzoPijsmcePtd2NVSjzOt5iazBwNu8qlGNXxyGJRnb+K2vaOsptVH01Yo9bgX3yWyRuJgEw8KtabSW0w2FE7wCbhRcrLZ4iug+ot1glZ1nwhb8N47l24HssYXghUdkfjLMdzfniINjr6JTcnLrKd41rtrlztyedwHK1mNbRRzNQW4JYQ6kMv8S2TDm7bQhRPitDlXDrGg8wD24ood1l1haO2P5vUfA27BmCwY7wukP4OGhxDjm0LYDaeYcOcjOeQJwA8NfPdg+kBe6WTtQCzIGczTPxlY4E8Xrz3+F+g5uvBttyQYKoZ4VLJDB1rWzgbZeaYSJPWPdaN1V3jiN7dRneUNIYd7FbLlObQ1Q7i2aeYkqG4mxiJGinuwwc70HJbb7HE1eYSPjQDdcfEN1MoGM+XQ6e9BOb7paKg1W1ieoovmJQccoF4tH\/K\/o5hKkvf3kCiWXXfYcuGiktiUek7mQxZjR+2XMGw9WTiDT0tO8Rm72\/Z+DAQj3UnWaPy2Bad003\/OZHVcMXpquUxn2pO16Ngn\/RCrcyIQpBi\/iSBVQvbXoVIv35wiJYkQXoxkJ7asiTD35RScy4a3thmkYDiFJbHxVOI8LW9rfxnAbVwx\/l1N7PhG1qyqNd2\/0Bdncik5EGGsjbrUlo6uz68MdhTMhITCk1GoQJFxAvfe77YUcKSITx2v4EsSSwn6+eROhhPCSyzHmhf11WTn4bAf5cXhfjAQZdd0KT23\/eZPJJkJJTK7ST4EArV41vFuOGSZBNXHYNtQWstHWzJxEQoeBHCcSc0SBpXdCevGXw10G2Z27gzIqCQKRgxdv7hL8U9fuCMn8NUH\/GHwN4C9kO819+cNGKQD4hXTD32GoiTbIIuXM90MThXKIZ3yYDflTlPJHdVcXNdHr6Cvpxpe3qmV5qVonEYKXQkxpwLoXlsb1Wt2UYyUXrGexiDMG+CSI08ZMAc6aCRpvhVGgbTaot0sUTHASPpDS2QlBcc54y4rStB6zVPXJChNTDZhB4Pq1HkROdFdiPjWxlCDNg0QXwB1P4jBvbtGGD9d9iys31OXgGfiZZ0TJVk8fTcMvpBh6fdTnfGAb6o9qfPXUZPhPOy4lqN0BD9JJZL87MhjFeW6dL9SOqCoxLCpWlrJN0bvCbiI68\/a3gaH6RimdWZc0TIrwMlGRg8aDQRf9LxFUy4LtuUuibU+JWMUuAcI5dVCxcbiqW9KpdGocsao57Mhzu98\/hFtvftzkBzMWF26DPuU+W8rEIn7MK6krBhQL1HLDihs5jIJA0HxKFe76Q4B2+cUs7NVXDGeuDT4CjLNA71ZBmW+hZYX1BlxW0K+Sa0hvRL8kvsin6fuwilGlnAUkfxsQJ39FUFH55tLFWozINVWiyTX\/L83JiKuh3o0z1f6izJvHAIBKa2bW83mNVX9hKvm83KnAu\/mD9Ujhzc\/NsPxUrx9KXX71Sy6TUTue+njaMancb9\/0Abu4Ml8XsFbieilVjIo9HWl999PX8HFLMonvnUu6xUtvi0inUn7wpFTl9V6vpIgtWZ8b1\/fFy8l4DAGW1azq2ReqNeMbbw2JlRkEb+roGYFdtLyrz5cBAYA3iwMBFGE9T3nPPpPjo4ZeMWe2h4Q2eqpgI+jn6L3K\/iVmshWI3cGuQbcVQe\/nFzFiZ7rH6+uMLwlqK8gUrpkdEE59E6+\/29MY213JSUay5bvhsU+uGekzWIR0rxG3ygXLWIFXQ8c\/Uy+S1XWo4IPDLhENkWSsPk2jnmSS8tQ6Ud3qfcOrJwDcKHHQvLMnHtkpyLkxmmYpIG\/g2\/XV2w6WYIlZeUOtVS5Udp0ICrrjnDLqjIjzm8oLkwoDRumPx7aLyPyPdevBzU2skHJx0CoDu2kWk7rTFPCiRxMQncfrDbnoO9Pso+Iaro2tWZc1ThxBqrddaK0JCRtGlFgP6lEP+MCYXSf5ajz\/AfSeVET9K7id9yHl79SLQ8PYkl3NuBGp2vXPWEFlP\/NOPbvqKXblep194FEdY5k1BYn7VCewm39I8xtOpHHYXpy7v0R9de3PhXcCre031QS\/ZGfZexBghgyzayC3cilJM+GhZxl+pFK1UUmEnpdMV3HkH7VQui7DhAUJXnzbV1aHCP0zSbzXT37pbjptfqGYj15f1KQaa9NmsingfsqlNXLGme\/wEcwVyL5qQVf82FJOhpGlkM9dCIEoB4Lmn9dCAxsIHf1+yCk6UXQQbxkp3mupBgI04yZDKr+f9bzVa43o6DKHAp0Fv03s0dPRUuyCqbpa+bxGxoTof3T4sXsxouYplEGl4YgrzNLuM4F2dPqDK5dJU1dFTzcvH1aqkkTgGust\/RfCl44C0GtU\/WnoNIXhY3XLPRvGMOY1SsLFWvjwV5jZ\/6CG3BJLDwuUwbZnz47ElO9jqJKxqHt2\/qtk1+HgXUy19Pq3GfAY5gJVcC\/RSHRLU6vmLnBs0WeNH4WoX+D1OORJOkV7zk++UWpvJ6nh5JNzVyuhmVp\/CQJRxmCN8fDikTX4q6Mfmnr4sUpns4xXL9sTqGHGYMlm97t74HiZhB2s4y3sLt92Useu+s6kiCcMheioBPFLlx0H5EAZfT81OEly9l\/NXgvzcoutZArINqkejjk2XNetHhpUK8bLY5XG+3dMXQ1NFLfeadABY5Ef8edTT0VzWuOUfrh+6PWSzYQrqoDqV75boI1R30ic4PcLKBV3fJMW86EnMKutJh+Sy+AUdvK\/R+hBLYfu3IUD3qthv+XAGIphkgEhwhWxZvZuZknjMPhtVcTm\/qTKGBBppO71EIlRDlvGGYIksz3HkYbtY6Gm2GnCFEZ\/Kyv5I1tRh6LIvAVFhRy5OXhbkK1sgfIUCVLRRy6sl36bvqUwE1pQhEkzpFeX5iB5YPp5GNgOvBMhZaOwozvPgN3V0ZVuXZSTlpQs3\/NvvpncVxThIugyGfPRd4zj\/8F1VX6orbNR9QiwQmouRclm34vz3meCIkhNi9oUCd7V7FkejulLi\/ljTwu9s6rmN2CSkeN5vNsvxemu0nXEZlLQXOgqtp31RZ+kPXvmq+EuzlK71X14+a2fyiP\/Kj63mhKJ+cUxi3Ge+4BpOrgb9Ultc+J5r\/g8aaITFYT37jhUD22aIBzNe\/5ykxrSZq1OKVSJvqpHyimTa+nW+tAGnPoiYyE7\/v34Ms\/UgS1DBcABgmiINz0cfnALCxFnNgjFsUmeNl4TR0qXT30MVjx3mVZ\/Sb0jiLCkVRt1cRqiysNwXb5pFBn3wMauVPuywxZHEBJAwbKXzFkdGJMARygf2oop29xbjtTzShspirs4suCVKc32wb+\/Co8cH95971mn08LozJ0BpdXQGeFRhGvc+msMATeL2qod7rPILvD93cetd8atsgSiLrH2L32IyGFR0wywYg9tD1MyFYkQu6MEB+Ga9MhDRF+XjZWw8ztraF1nLdOFq4pEI8lk54whYVqob\/JrDCCsH62GeRmTpT\/bujN3hJvqSRRLVPZvkVBP9Ul108aTJmw3y\/PJ9wRyPzzEHSt12ZXSFU2HFbzxgSGgm3Ochw7K6WJKRSTd1jDXMGTOHPfad3da+yd9OTI5G+STdvuRnNnH7Ht\/xoCa0KZCHUkHhOqQdpHgPlsN72S6FS3cDBh72ArLRA4Qj2Oo\/gF+bA7\/hrMf2+T4NnEdZRGuMscgO+BvqH4v3zP0q80rWktuPiUTSezMXNzfUSt8gd15wI\/tO898PvNJvfUDL6rNjDZYawkI7y6FWFiGlfBpF3wv6QBMpR38iFust0r353ddPC0nWUhNJuh7CKit931vQoedRL48Mj8elsLkLglidZrfPRya2SQUEa\/pciY3Pv9MLEodSeWU5VteHbhORyxHs\/1UB5ePwPC2ZNg\/tVtu6KqGQxTOeh1xDQ8KSPHuxsc2ekhj2K0TMkzPucvPWaledV54GoUPcWsjzz7NMX4JkCNOoXdb7IHJr6JdPXO4hSkZy2xdtIbOAIvBTgF4u1P0tRKBd7q8+SqXiudEG9aWZj30VWz6yet7LScBFr\/wGM7aJNHinzJdSvQzMDlo4T6rImX3nxWwVGYX\/bnBNpQUhJjUU9MZiMP2j7dpyuAOFiWOo4z7KwYwtj14eRR9Pe9RUPWxlVmLmIB49O4YyGKDlXCmcE7FXl3DnMP2IsE791dsH2xUh1EmJRrtpUc8Mliq7NaMl7YKqDfuKHwOMoVgjFv3cHecqoDGW41xB51BhMOt0cux\/dOG7t0u+LMqKqKkFXDo0\/8HeV45\/rHBsZK3yqp31gdIDl1lbFw02neEQAQ1PPYD2wdLm2l\/Ct4v7cH7sekbfuYOeyd78z+t1B5ROLGhenrqeCgFO1MITXUS7Wmz2F+qEm2kxe6cTfSi+DEkotKjBKtIgkizFVq7NHwd5AMejRXXprRGOLO2OzPlPTIg8BVNG+\/sA5M0T8+MaH6lQsRBuCuV6D30uGa3Gf7cZEsAgU18GYFZ5NW7yTMD+o6hrQ+jPHfVpqD7M\/EiBHM0a2cQ\/GVXzzW\/h\/KaNLLcMO22Ee3FTkrcWy0FN3xZaXk1DJkcQeBX7L2fB3wX5D7uja6v0c9a8TMmTDF3eHQN\/tW\/o58lEeHNNTXuSjwXYTQMiFbGczu3pYw1xp+4eN907jYyOxWxvoQGUeDO8laBcqKpXxGv\/CrCyiidZhHT\/jGAJ+0gicl\/R2WUV6IBcCu6IQyiO4y13O63bg3pTLqhn+cNh7hoLjfmD8\/MJAlaNUj8=","iv":"73b84610b1c06abc0edf9978e50ce725","s":"fe0bf9cdcac491e5"}
Share your thoughts. Click here