MULTIPLE HAPPINESS PROFITS: It seems that “House of Gucci“Will bring in more box office revenue this holiday season. The cash register will ring at Gucci because the data showed a spike in searches for bags and clothing, coinciding with the film’s worldwide release this week.
Fashion e-commerce site Lovethesales.com reported on Friday that there were 257% searches for Gucci bags compared to the previous week, while searches for Gucci clothing increased by 73%. Meanwhile, interest in Gucci slides was up 75% from last week, it said.
The ripple effect was not unexpected. Claire Roblet, director of financial communications and market intelligence at Gucci’s parent company Kering, predicted on a conference call with financial analysts in October that the release of Ridley Scott’s film would have “halo effect” on the brand.
The film includes a lengthy shopping scene and features several actors closely related to the house.
Salma Hayek, wife of Kering President and CEO François-Henri Pinault, plays a psychic, while Gucci brand ambassador Jared Leto, who appeared in runway show held on Hollywood Boulevard in Los Angeles, stars as Paolo Gucci, one of the grandsons of founder Guccio Gucci.
Lady Gaga, who plays Patrizia Reggiani, an Italian social networker convicted of hiring assassins to kill ex-husband Maurizio Gucci, wore several outfits designed by Gucci’s creative director Alessandro Michele for “House of Gucci.” press tour and premiere this month, driving further interest in the brand.
Gucci has also worn Hayek and Leto to several red carpet events. The brand promoted the film this week with an Instagram post highlighting the lent to costume designer Janty Yates of archival pieces.
Gucci isn’t the only studio to benefit from the film. Lovethesales.com also reported a 245% increase in searches for patterned clothing, driven by male looks in the film, powered by another legendary Italian brand, Ermenegildo Zegna.
https://wwd.com/fashion-news/fashion-scoops/gucci-products-search-house-of-gucci-film-1235003662/ Searches for Gucci products skyrocket after the release of the movie “House of Gucci” – WWD