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COMMUNICATION WITH HENRYs: A CASE OF GUCCI

Year 2020, Volume: 8 Issue: 1, 503 - 534, 28.03.2020
https://doi.org/10.19145/e-gifder.645167

Abstract

It is noteworthy that with the new communication environments existing today, it differs in the communication efforts established with the target audience. Especially in brand communication processes, the demography of the target audiences is as important as the communication tools. Therefore, the quality of communication with the target audience is becoming more and more important. In this process, it is important how social media, tools and digital applications are included in this communication process. In this study, communication efforts of luxury brands with late adaptation to the mentioned communication environments but offering increasingly remarkable applications with HENRYs were evaluated. The main purpose of the study is to reveal how HENRYs, which are defined as a new target group in the luxury brand literature, are communicated over social networks. Gucci brand, which ranks first in the list of successful applications by digital indices, has been identified as the brand studied. Case studies conducted by Gucci brand in social networks for Millenial / HENRYs between 2015-2018 are included in the evaluation. While examining these studies, document review, one of the qualitative research methods, was applied. In this way, it is aimed to define the communication process established through social networks. In line with the evaluation carried out, it is seen that the brand effectively uses internet-based applications, especially social media, Instagram, Twitter, Snapchat for HENRY, which is considered as the new generation luxury consumer class. In this context, it has been determined that it organizes campaigns suitable only for this target audience, creates designs and presents them from social media accounts. It is noteworthy that within the scope of these examples, luxury is offered as a part of the life practices of this target audience. It can be said that the features of the newly defined target audience and especially the revealing of the studies carried out in social media environments are important in terms of generalizing these efforts to the working universe.

References

  • CHEONG, Darren; YANG, Mok Z.; PENG, Dong X.; Ong, Jeremy. (2014). Consumer industry report on U.S. Luxury Goods. Fundamental Analysis Department. NUS Investment Society: Singapore: 2014 End of Semester Publication.
  • CSABA, F. Faurholt. (2008). “Redefining luxury: A review essay.” Creative Encounters Working Paper, www.cbs.dk/creativeencounters, s. 1-32.
  • GUPTA, Sheena and BANERJEE, Sougata. (2019). “A Review Paper On Luxury Apparel Industry In India; Present Scenarıo Its Scope And Challenges.” EPRA International Journal of Research and Development, 4(7), s. 63-68.
  • LARRAUFİE, Anne-Flore M. and KOURDOUGHLİ, Aurelie. (2014). “The e-semiotics of luxury.” Journal of Global Fashion Marketing, 5(3), s.197-208.
  • LOUREIRO, Sandra M.C.; MAXIMIANO, Maria; PANCHAPAKESAN, Padma. (2018). “Engaging fashion consumers in social media: the case of luxury brands.” International Journal of Fashion Design, Technology and Education, 11(3), s. 310-321.
  • MURRAY, Taryn. (2013). Success strategies for established local luxury brands in the South African emerging market landscape. Cape Town The Graduate School of Business, Master of Business Thesis, Cape Town, South Africa.
  • PENTINA, Iryna; GUILLOUX, Veronique; MICU, A. Cristina. (2018). “Exploring Social Media Engagement Behaviors in the Context of Luxury Brands.” Journal of Advertising, 47(1), s. 55-69.
  • STEPIEN, Beata; HINNER, Michael; LIMA, Ana P. (2018). “Are Millennials a Global Cohort? Evidence from the Luxury Goods Sector.” Journal of Intercultural Management, 10(2), 139-158. STRAKER, Karla and WRIGLEY, Cara. (2016). “Emotionally engaging customers in the digital age: the case study of “Burberry love”.” Journal of Fashion Marketing and Management, 20(3), s. 276-299.
  • YILDIRIM, Ali ve ŞİMŞEK, Hasan. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, Ankara: Seçkin Yayınevi.
  • http://eprints.bournemouth.ac.uk/29423/3/AM17_0335_competitive.pdf, Erişim Tarihi: 09.11.2019
  • https://luxe.digital/digital-luxury-reports/when-streetwear-and-social-media-hype-win-over-luxury-fashion/, Erişim Tarihi: 09.11.2019
  • https://luxe.digital/digital-luxury-trends/marketing-hype-millennials/, Erişim Tarihi: 09.11.2019
  • https://sbr.com.sg/retail/commentary/who-should-singapores-luxury-brands-be-targeting-in-2019-and-beyond, Erişim Tarihi: 09.11.2019
  • https://unitymarketingonline.com/shop/affluent-consumers/meet-the-henrys-the-millennials-that-matter-most-for-luxury-brands/, Erişim Tarihi: 09.11.2019
  • https://unitymarketingonline.com/shop/buy-luxury-research-reports/brand-stories-sell-henrys/#, Erişim Tarihi: 09.11.2019
  • https://www.furninfo.com/Furniture%20World%20Articles/3711, Erişim Tarihi: 09.11.2019
  • https://www.luxurysociety.com/en/articles/2016/01/6-key-luxury-trends-that-will-make-or-break-brands-in-2016/, Erişim Tarihi: 09.11.2019
  • http://www.r-directed.com/headline/how-gucci-married-art-and-digital-to-win-millennials/, Erişim Tarihi: 09.11.2019
  • http://www.themarketingsage.com/marketing-for-new-luxury-brands/, Erişim Tarihi: 09.11.2019
  • https://www.therobinreport.com/who-are-the-henrys-and-why-are-they-important-to-you/, Erişim Tarihi: 09.11.2019
  • https://www.slideshare.net/nm18/how-millennials-shop-for-luxury-and-watches, Erişim Tarihi: 09.11.2019
  • https://www.l2inc.com/daily-insights/guccis-glittery-new-gadget, Erişim Tarihi: 09.11.2019
  • https://www2.deloitte.com/content/dam/Deloitte/ar/Documents/Consumer_and_Industrial_Products/Global-Powers-of-Luxury-Goods-abril-2019.pdf, Erişim Tarihi: 09.11.2019

HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ

Year 2020, Volume: 8 Issue: 1, 503 - 534, 28.03.2020
https://doi.org/10.19145/e-gifder.645167

Abstract

Günümüzde var olan yeni iletişim ortamları ile birlikte hedef kitle ile kurulan iletişim çabalarının farklılaştığı dikkat çekmektedir. Özellikle marka iletişim süreçlerinde iletişim araçları kadar hedef kitlelerin demografisi de ayrı bir önem taşımaktadır. Dolayısıyla hedef kitle ile kurulan iletişimin niteliği de giderek önem kazanmaktadır. Bu süreçte sosyal medya araç ve ortamlarının, dijital uygulamaların bu iletişim sürecine nasıl dahil edildiği önem arz etmektedir. Bu çalışmada, bahsedilen iletişim ortamlarına geç adaptasyonu olan ancak giderek dikkat çeken uygulamalar sunan lüks markaların HENRY’ler ile olan iletişim çabaları değerlendirilmiştir. Lüks marka literatüründe yeni bir hedef kitle olarak tanımlanan HENRY’ler ile sosyal ağlar üzerinden nasıl iletişim kurulduğunun ortaya konması çalışmanın temel amacını oluşturmaktadır. Dijital endekslerce başarılı uygulamalar sıralamasında ilk sırada yer alan Gucci markası çalışılan marka olarak belirlenmiştir. Gucci markasının Millenial/HENRY’ler için sosyal ağlarda gerçekleştirdiği 2015-2018 yılları arasındaki örnek çalışmalar değerlendirmeye dâhil edilmiştir. Bu çalışmalar incelenirken, nitel araştırma yöntemlerinden biri olan doküman incelemesi uygulanmıştır. Bu yolla sosyal ağlar aracılığı ile kurulan iletişim sürecinin tanımlanması amaçlanmaktadır. Gerçekleştirilen değerlendirme doğrultusunda, markanın yeni nesil lüks tüketici sınıfı olarak nitelendirilen HENRY’ler için internet tabanlı uygulamaları, özellikle sosyal medya ortamlarını, Instagram, Twitter, Snapchat, etkin bir şekilde kullandığı görülmektedir. Bu bağlamda, sadece bu hedef kitleye uygun kampanyalar düzenlediği, tasarımlar yarattığı ve bunları da sosyal medya hesaplarından sunduğu belirlenmiştir. Söz konusu örnekler kapsamında, lüksün bu hedef kitleninyaşam pratiklerinin bir parçası olarak sunulduğu dikkat çekmektedir. Söz konusu yeni tanımlanan hedef kitlenin özelliklerive özellikle sosyal medya ortamlarında yürütülen çalışmaların ortaya konması, bu çabaların çalışma evrenine genellenebilmesi noktasında önem taşımaktadır denilebilir.

References

  • CHEONG, Darren; YANG, Mok Z.; PENG, Dong X.; Ong, Jeremy. (2014). Consumer industry report on U.S. Luxury Goods. Fundamental Analysis Department. NUS Investment Society: Singapore: 2014 End of Semester Publication.
  • CSABA, F. Faurholt. (2008). “Redefining luxury: A review essay.” Creative Encounters Working Paper, www.cbs.dk/creativeencounters, s. 1-32.
  • GUPTA, Sheena and BANERJEE, Sougata. (2019). “A Review Paper On Luxury Apparel Industry In India; Present Scenarıo Its Scope And Challenges.” EPRA International Journal of Research and Development, 4(7), s. 63-68.
  • LARRAUFİE, Anne-Flore M. and KOURDOUGHLİ, Aurelie. (2014). “The e-semiotics of luxury.” Journal of Global Fashion Marketing, 5(3), s.197-208.
  • LOUREIRO, Sandra M.C.; MAXIMIANO, Maria; PANCHAPAKESAN, Padma. (2018). “Engaging fashion consumers in social media: the case of luxury brands.” International Journal of Fashion Design, Technology and Education, 11(3), s. 310-321.
  • MURRAY, Taryn. (2013). Success strategies for established local luxury brands in the South African emerging market landscape. Cape Town The Graduate School of Business, Master of Business Thesis, Cape Town, South Africa.
  • PENTINA, Iryna; GUILLOUX, Veronique; MICU, A. Cristina. (2018). “Exploring Social Media Engagement Behaviors in the Context of Luxury Brands.” Journal of Advertising, 47(1), s. 55-69.
  • STEPIEN, Beata; HINNER, Michael; LIMA, Ana P. (2018). “Are Millennials a Global Cohort? Evidence from the Luxury Goods Sector.” Journal of Intercultural Management, 10(2), 139-158. STRAKER, Karla and WRIGLEY, Cara. (2016). “Emotionally engaging customers in the digital age: the case study of “Burberry love”.” Journal of Fashion Marketing and Management, 20(3), s. 276-299.
  • YILDIRIM, Ali ve ŞİMŞEK, Hasan. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, Ankara: Seçkin Yayınevi.
  • http://eprints.bournemouth.ac.uk/29423/3/AM17_0335_competitive.pdf, Erişim Tarihi: 09.11.2019
  • https://luxe.digital/digital-luxury-reports/when-streetwear-and-social-media-hype-win-over-luxury-fashion/, Erişim Tarihi: 09.11.2019
  • https://luxe.digital/digital-luxury-trends/marketing-hype-millennials/, Erişim Tarihi: 09.11.2019
  • https://sbr.com.sg/retail/commentary/who-should-singapores-luxury-brands-be-targeting-in-2019-and-beyond, Erişim Tarihi: 09.11.2019
  • https://unitymarketingonline.com/shop/affluent-consumers/meet-the-henrys-the-millennials-that-matter-most-for-luxury-brands/, Erişim Tarihi: 09.11.2019
  • https://unitymarketingonline.com/shop/buy-luxury-research-reports/brand-stories-sell-henrys/#, Erişim Tarihi: 09.11.2019
  • https://www.furninfo.com/Furniture%20World%20Articles/3711, Erişim Tarihi: 09.11.2019
  • https://www.luxurysociety.com/en/articles/2016/01/6-key-luxury-trends-that-will-make-or-break-brands-in-2016/, Erişim Tarihi: 09.11.2019
  • http://www.r-directed.com/headline/how-gucci-married-art-and-digital-to-win-millennials/, Erişim Tarihi: 09.11.2019
  • http://www.themarketingsage.com/marketing-for-new-luxury-brands/, Erişim Tarihi: 09.11.2019
  • https://www.therobinreport.com/who-are-the-henrys-and-why-are-they-important-to-you/, Erişim Tarihi: 09.11.2019
  • https://www.slideshare.net/nm18/how-millennials-shop-for-luxury-and-watches, Erişim Tarihi: 09.11.2019
  • https://www.l2inc.com/daily-insights/guccis-glittery-new-gadget, Erişim Tarihi: 09.11.2019
  • https://www2.deloitte.com/content/dam/Deloitte/ar/Documents/Consumer_and_Industrial_Products/Global-Powers-of-Luxury-Goods-abril-2019.pdf, Erişim Tarihi: 09.11.2019
There are 23 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Sevilay Ulaş 0000-0002-0137-1263

Publication Date March 28, 2020
Submission Date November 11, 2019
Published in Issue Year 2020 Volume: 8 Issue: 1

Cite

APA Ulaş, S. (2020). HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 8(1), 503-534. https://doi.org/10.19145/e-gifder.645167
AMA Ulaş S. HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ. e-gifder. March 2020;8(1):503-534. doi:10.19145/e-gifder.645167
Chicago Ulaş, Sevilay. “HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 8, no. 1 (March 2020): 503-34. https://doi.org/10.19145/e-gifder.645167.
EndNote Ulaş S (March 1, 2020) HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 8 1 503–534.
IEEE S. Ulaş, “HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ”, e-gifder, vol. 8, no. 1, pp. 503–534, 2020, doi: 10.19145/e-gifder.645167.
ISNAD Ulaş, Sevilay. “HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 8/1 (March 2020), 503-534. https://doi.org/10.19145/e-gifder.645167.
JAMA Ulaş S. HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ. e-gifder. 2020;8:503–534.
MLA Ulaş, Sevilay. “HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol. 8, no. 1, 2020, pp. 503-34, doi:10.19145/e-gifder.645167.
Vancouver Ulaş S. HENRY’LER İLE İLETİŞİM: GUCCİ ÖRNEĞİ. e-gifder. 2020;8(1):503-34.