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  • Gucci is handing creative control over to consumers
  • Gucci is handing creative control over to consumers
    Gucci (2015) ©
CASE STUDY

Gucci: customise your own luxury

As one of the most visible accessories, handbags are a statement of individual style. Now, Gucci wants to make them more personal with its DIY customisation service. Given that 66% of Gen Y ditch brands because they don't mirror their identity, will personalisation become key to luxury loyalty?

Location Global

Scope
Crocodile leather or a suede trim? Some peony embroidery or maybe some Swarovski crystals? What about python piping or perhaps a second motif? Thanks to Gucci’s Do It Yourself service, you can now have it all – and more. The Italian fashion house is handing over creative control to consumers with the launch of its DIY handbag program so you’ll never have to own the same design as someone else.

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