Rebranding Of Luxury Brands And Its Enlightment Under The Backgroung Of Digital Age

In the digital era,with the rapid development of mobile Internet technology,all aspects of traditional luxury brand marketing have been impacted.High pricing,homogeneous designs and archaic marketing methods have left the industry in a slump.At the same time,"millennials" have become the main force of emerging luxury consumption.Their diversified,personalized consumption demands and low brand loyalty have brought new challenges to the development of traditional luxury brands.The high-profile return of Italian luxury brand Gucci in 2015 after a period of declining performance has become a textbook example of the transformation of traditional luxury brands into younger ones.Gucci’s sales growth in recent years has been largely driven by the highly active Chinese market.Why is the transformed Gucci so popular among young people?What is its path to rebranding? In China,We Chat has become an important window for international luxury brands to build brand image and link target consumer groups.The author takes Gucci We Chat official account as the entry point of the research and analyzes the texts after 2015,hoping to find the answers to these questions.This paper takes the comprehensive development of digital media technology as the background,and takes the successful transformation of luxury brand Gucci as an example to deeply study the construction of luxury brand image based on We Chat public account.In the first chapter,the author expounds the research background,purpose,research methods and innovation points of this topic,as well as the relevant research status.In the second chapter,the author mainly combs the brand history of Gucci and reviews the brand image communication process of Gucci after its entry into China.The third chapter uses semiotics and narrates to analyze the three symbols of pictures,texts and videos in Gucci We Chat official account,and explores how symbols of different text types can be used to reconstruct brand image and increase the value of their meanings.The fourth chapter focuses on a series of marketing activities planned by Gucci in China after its transformation,including online content marketing and offline scene marketing.It analyzes how the holding of these marketing activities contributes to deepening the brand image and narrowing the distance between the brand and Chinese consumers.In chapter five,the author compares the brand image evolution strategies of Gucci and Baiqiangling from two aspects of product image transformation and digital marketing,which can provide reference for the rise of more traditional brands.The process of interpreting the text of Gucci We Chat official account is also a process of in-depth exploration of the transformation logic of this brand.Gucci’s unique brand communication bible can not only guide the development of China’s local luxury brands,but also help China’s traditional brands to establish a good image,expand brand influence,and take the challenges faced by the digital era as an opportunity to renew their brand image.