Gucci, the Italian luxury fashion brand is known for its iconic designs and innovative marketing strategies. One of their most famous slogans is “1017” which appears on many of their products and advertisements.
But have you ever wondered what this number represents? In this article, we will take a closer look at how Gucci came up with 1017.
The Origin of 1017
It all started when Gucci’s Creative Director, Alessandro Michele, took over the brand in 2015. He wanted to create a new collection that reflected the brand’s heritage while also appealing to a younger audience. Michele’s vision was to incorporate streetwear elements into Gucci’s classic designs.
To achieve this goal, Michele turned to a unique source of inspiration – his own birth date. He was born on February 25th, which in military time is written as 25:17. This number became the foundation for Gucci’s new collection and the birthplace of the now-famous slogan “1017”.
The Significance of 1017
But what does this number actually represent beyond Michele’s birth time? The answer lies in Gucci’s history.
In 1921, Guccio Gucci founded the company in Florence, Italy. The address of his first store was Via della Vigna Nuova 15.
If you add up the numbers in this address (1+5), you get 6. When you add this number to Michele’s birth time (25:17), you get 31:17 which translates to October 17th (10/17). This date holds special significance for Gucci as it represents the company’s founding and serves as a reminder of their heritage.
Symbolism in Marketing
Since its inception, “1017” has become an integral part of Gucci’s branding strategy. The number appears on various products, including handbags, sneakers, and clothing. It is also prominently featured in Gucci’s advertising campaigns.
But the number isn’t just a random sequence of digits. Michele imbues it with symbolism and meaning. In an interview with Harper’s Bazaar, he explained that 1017 represents “a way of talking about our history while still being contemporary.”
Conclusion
In conclusion, Gucci’s 1017 slogan is a perfect example of how a brand can use its history to create a unique and impactful marketing strategy. Alessandro Michele’s creativity and attention to detail have turned a simple number into a symbol of Gucci’s heritage and modernity.
Through the use of bold typography and clever marketing tactics, Gucci has successfully made 1017 synonymous with their brand. So the next time you see this iconic number on a piece of Gucci merchandise, remember its roots in the company’s rich history.
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