WHAT CULTURAL CAPITAL MEANS TO GUCCI KIND

(AD139: VISUAL PROMOTION)

 

Bourdieu’s concept of cultural capital refers to the collection of symbolic elements. Such as: skills, tastes, posture, clothing, mannerisms, material belongings, credentials etc. that one acquires through being part of a particular social class. Furthermore, sharing similar forms of cultural capital with others creates a sense of collective identity. However. Bourdieu does speak of cultural capital being a major source of social inequality.

When studying Gucci as a brand, I found that it’s Cultural Capital was in the heritage and iconic and historic symbols it displays in its garments and collections. Furthermore it was in the reincarnation of old and iconic pieces and reinvention of them to always be timeless and in fashion. Furthermore the skilled Italian Craftsmanship, especially for the leather pieces really give Gucci a high cultural capital.

For my subbrand, Gucci Kind, the Cultural Capital is in its ethos and the way its taking Gucci’s legacy one step further. To create a higher cultural capital, there needs to be a buzz for the brand and this will be done through my marketing strategy of high social media coverage, a website, pop up in flagship stores, increasing footfall through the main Gucci store and introducing Gucci Kind to customers who are not aware of it yet. A high amount of press and social media influencers at the Gucci Kind Runway show. Collaborating with these social media influencers and celebrities at the Runway Show will increase Cultural Capital as potential customers will see that others with a high status are loving the brand. This is such an effective marketing tool, and with social media and the technological advances of 2020, this will improve Gucci Kind’s Cultural Capital as a new subbrand.

Another important step to having a high Cultural Capital for Gucci Kind is having a prominent cause and an active agenda, such as its ethos that I mentioned before. For Gucci Kind, there are key aspects to the subbrand that give it a relatable agenda and increases the Cultural Capital: Its low waste and sustainable production process, its minimal-profit scheme where the collections will be in support of a charity each season, and also the promotion of young creative talent through the marketing of the brand. All of these active causes are a main source of the cultural capital of the brand and make it more appealing to its audience and potential customers.

Furthermore, because of Gucci Kind’s active agenda, this forces conversation of its potential customers and the collaborators such as social media influencers and really raises it as a topic of conversation. This creates a buzz around the brand which instantly increases its Cultural Capital.

These are the main areas of increased Cultural Capital for Gucci Kind, apart from the obvious which is that it is a branch from the luxury and worldwide famous brand Gucci. This will be the beginning of setting the Cultural Capital bar until Gucci Kind becomes more known.

 

 

References

“Cultural Capital.” Routeledgesoc.com. 2016. Web. 19 Mar 2018. http://routledgesoc.com/category/profile-tags/cultural-capital