Interaction with luxury brands: The case of Gucci on Instagram

Abstract

Currently, the profiles of fashion brands on Instagram are followed by a large community of young users. One of the most highlighted firms in the social network is Gucci, whose digital communication strategy exemplifies the efforts of some luxury brands to refocus on new consumer profiles. The main objective of this study is to know how Gucci communicates through its Instagram profile during the health crisis known as COVID-19. Through a quantitative content analysis on a sample of 36 posts, structured brand associations are recorded with high consumer attention and interest through interaction on the posts.