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.