Italian luxury fashion and leather goods brand Gucci has launched a Spotify hub and a related YouTube video to commemorate its Spring/Summer 2014 Bamboo Fringe handbag.
The campaign launched with what Gucci calls “the fashion world’s most sought-after female DJs” on March 11.
“In keeping with creative director Frida Giannini’s passion for music – the designer herself owns a vinyl collection of over 8,000 records – Gucci has called upon an eclectic group of female disc jockeys,” the brand says.
Featured songs include Janelle Monae’s “Electric Lady” and Earth, Wind & Fire’s “September.”
As of March 12, Gucci’s Spotify hub had 146 followers.
A Gucci rep was not available for comment.
The initiative coincides with Gucci’s short film The Fringe, which a press release says debuted on March 3 on the brand’s YouTube channel. According to YouTube, however, the video was posted February 26.
It had just less than 90,000 views as of this writing.
“The short stars Gucci’s Spring/Summer 2014 Bamboo Fringe handbag, which proves itself as the perfect nightlife accomplice,” the brand says.
A special version of the video will also appear in select expandable banner ad units as part of a worldwide digital media roll-out, Gucci adds.
In addition, Gucci says its branded music streaming channel will allow users to “explore, listen, and share tracks on various social media networks.”
@Gucci has 1 million followers. The brand is using #guccifringe to push the Spotify hub and playlists.
Gucci also has 12.4 million likes on Facebook, where it has posted a Fringe Mix photo gallery with 5,500 likes as of March 12.
Social media has developed into an effective component of digital strategy, but measuring its performance is still a challenge. How will analytics affect social media in 2017?
I didn’t vote for him last November. There was no way this registered Democrat from the blue state of Massachusetts would check that box. But I have to give him props for his tweets.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
On Thursday, Twitter reported its earnings for Q4 2016, and the results have raised questions about the company's long-term future.