MANY HAPPY COMEBACKS : It looks like the highly anticipated âHouse of Gucciâ will bring in more than box office returns this holiday season. Cash registers are expected to ring at Gucci as data showed an increase in searches for its handbags and clothing, coinciding with the film’s global release this week.
Fashion ecommerce aggregator Lovethesales.com reported on Friday that there was a 257% increase in searches for Gucci bags from the previous week, while searches for Gucci clothing were up 73%. Interest in Gucci slides, meanwhile, increased 75% week-over-week, he said.
The ripple effect is not unexpected. Claire Roblet, director of financial communications and market intelligence at Kering, the parent company of Gucci, predicted in a conference call with financial analysts in October that the release of Ridley Scott’s film would have an “effect.” de halo âon the mark.
The film includes a lengthy shopping scene and features several actors closely associated with the house.
Salma Hayek, wife of Kering CEO FranÃ§ois-Henri Pinault, stars as a clairvoyant, while Gucci brand ambassador Jared Leto, who appeared in his recent parade on Hollywood Boulevard in Los Angeles, plays Paolo Gucci, one of the grandsons of founder Guccio Gucci.
Lady Gaga, who plays Patrizia Reggiani, the Italian socialite convicted of hiring a hitman to kill her ex-husband Maurizio Gucci, wore several outfits designed by Gucci Creative Director Alessandro Michele for the “House” press tour of Gucci âand premieres this month, further stimulate interest in the brand.
Gucci also dressed Hayek and Leto for several red carpet events. The brand promoted the film this week with an Instagram post highlighting its loan of archival pieces to costume designer Janty Yates.
Gucci is not the only house to benefit from the film. Lovethesales.com also reported a 245% increase in searches for pinstripe suits, fueled by the male looks featured in the film, provided by another legendary Italian label, Ermenegildo Zegna.
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