This article was written for Business Insider by Jessica Tyler.
Teens and millennials love Gucci.
In the first three quarters of 2017, around 55 per cent of Gucci’s sales were made to consumers younger than 35, according to a report by consultancy firm Bain & Company last October. In April, research analysts at Piper Jaffray conducted a survey of 6,000 teens across the United States and found that Gucci was No 10 on the list of teens' favourite apparel brands. In the first quarter of 2018 alone, the brand’s comparable sales grew 48.7 per cent.
Gucci’s success comes in part from the creative direction of Alessandro Michele, who has led the brand since 2015. Michele seems to have a keen awareness of what young people want, including bright, eclectic colours and patterns that are engaging, eye-catching and look good on Instagram.
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