Against the backdrop of the continuous growth of the global luxury market, China has become a crucial consumption battleground. With the rise of the young consumer group, the main force of luxury consumption in China is accelerating its shift towards the “Millennials” and “Generation Z”. Young consumers have put forward new demands for brands, such as “personalized expression”, “digital interaction”, and “cultural resonance”, highlighting the need for luxury brands to transform towards a younger demographic. This paper focuses on Gucci and deeply analyses its brand reinvention and marketing strategies in the Chinese market. Through case analysis and data research, it is found that Gucci has successfully attracted young consumers and achieved brand rejuvenation through methods such as co - branding collaborations, digital marketing, and store experience upgrades. The research shows that luxury brands need to accurately target young customer groups, innovate marketing methods, and integrate online and offline channels. This not only provides ideas for the sustainable development of Gucci but also offers references for the marketing of other luxury brands in the Chinese market, helping the industry better adapt to market changes.
R S Wang (Wed,) studied this question.
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