On 23 February, during Milan fashion week, it was revealed the result of a union intended to talk much about himself: the two protagonists are Gucci and Fiat, which have offered a preview of 500 by Gucci, whose official launch will take place in Geneva, in a pop-up store located at the Fiat stand.
This initiative is co-branding, however, involves not only the car home in Turin, but will also see the sale of an homonymous Gucci designer collection which will include accessories luggage, small leather goods, gloves, pilot glasses, and a limited edition watch. What I think is interesting deal, as a case emblematic of the strength and value of brand communication, not the thinking behind the initiative, but what has allowed it, and it allows, and Gucci Fiat500 to "unite" in one product. So let motivations, objectives, and therefore qualitative assessments, and try to understand how it was possible to achieve this union between two very different brands.
First, it must be acknowledged that the two brands have a common denominator which is represented by Italy, understood not only as geographical origin, but also (and above) as a guide and a very important success factor for both. Not by chance, in fact, 500 is made by Gucci for the celebration of the 150th anniversary of the Unification of Italy, as a symbol of union between two historical brands of the country. This policy, the Italian spirit and excellence, is indeed, in the words of Lapo Elkann, one of the reasons for collaboration, another aspect common to both brands is expressed by Frida Giannini, creative director of Gucci, which emphasizes that the launch of 500 in the '50s has been a revolution of style, and style in their journey
is the basis of the vision created by Guccio Gucci.
But if it is true that there are similarities, and if it is true that today the partnership between designer fashion and car manufacturers are very common, it also appears that at least rule out the choice of a brand of fashion and luxury, such as Gucci, to brand a product like the 500, a utilitarian brand, such as Fiat, does dell'elitarietà and luxury on the values. How can then build a solid partnership and structured from such disparate subjects? The answer lies in the large (and successful) effort of communication operated by the Fiat 500 in support: Since its launch, in fact, the 500 has not been presented as the car of the masses (as you did in the '50s), but as an object of worship, centered on design and ' Italian, through a strategy aimed at making Fiat500 a product brand, a product which is that, although in line with the corporate communication of the brand, it differs substantially from this, taking advantage of a large value of communication. The "brand" 500 is then centered on the values \u200b\u200bof style, design and Italian culture (in which part of the aesthetics and fashion), these values \u200b\u200bare, even with some formal difference, the same
values \u200b\u200bthat guide the provision of Gucci, which was joined by the elitarietà and the power of differentiation offered by a large global brand luxury.
In essence, what we wanted to show is how, through a communication strategy well planned and well implemented, we can achieve great results in terms of positioning and, consequently, trade. Sixty years ago, when Fiat launched the 500, would have been inconceivable that a brand like Gucci customization, because, beyond the historical period, the two brands were very distant, but now, thanks to the common effort operated by the Fiat 500, you can work successfully (for Fiat) to a co-branding with a brand like Gucci. So, while ignoring how the assessments and considerations that the need for the two brands to join in this project, we must note the success of the communication strategy of "brand" Fiat500 which led to a very important result for the Turin carmaker , also intended to make history.
What do you think?
VR
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