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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?