The famous Italian brand Gucci is celebrated for its unique designs and storied history in the fashion industry. Gucci evokes aspiration, prestige and high status among consumers. The luxury fashion brand is instantly recognizable for its iconic double G symbol and premium value. Gucci's clever marketing techniques, along with their unique aesthetic, have earned them a devoted fanbase. These consumers are willing to pay exorbitant prices for Gucci products. This is particularly the case for consumers in the entertainment sector (e.g., hip hop, pop music, social media spaces etc.).
In recent years, Gucci's Fall/Winter 2020 collection has made big waves on the internet. A notable item of this collection is the Gucci grass-stained jeans. These jeans stand out because they look like they have "grass stains" in the knee area. This gives them what critics and consumers have labelled a “gritty” look.
In its website description for the grass-stained jeans, Gucci has stated that “this wide-leg denim" is crafted from specially treated organic cotton. The company aimed to create a stained and distressed visual effect. In a controversial (as well as attention grabbing) move, Gucci priced the jeans at a whopping $1200. A pair of dungarees featuring the same design were also priced at $1400.
As is common with Gucci products today, Twitter users lashed out with comments criticizing the extreme price tags. Many pointed out the ridiculousness of marketing expensive products that look “dirty and worn out.” Some users joked that they would create the same pattern and sell jeans clothing for free.
Let's explore the Gucci Grass Stained Jeans further and the reasons behind its success.
Gucci is associated with high status and premium luxury among consumers. It is a brand that has been historically linked with the elite class. Furthermore, Gucci has been an established trendsetter in the fashion industry for decades. All these factors combined did contribute to the success of the Gucci grass-stained jeans.
That said, we should not underestimate the power of a unique visual design. The Gucci grass-stained jeans are an experimental product with an unconventional look. They were also made using eco-friendly methods. These USP features caught the eye of fashion consumers and also contributed to the jeans' success.
What if a fashion startup had marketed the same grass stained jeans instead of Gucci? Our team debated this question a great deal. We concluded that a startup would not have not succeeded to the same degree. Keep in mind that Gucci's devoted consumer base gives them room to experiment with unconventional trends. Their brand name also helps drive market attention to their products. To sum up, the Gucci brand name gives their products a guaranteed amount of success. Such was the case with the Gucci grass-stained jeans.
As stated on Gucci's website, the Gucci grass stained jeans are made with 100% organic cotton. The jeans are produced through 100% sustainable methods (i.e., without chemicals, pesticides, or artificial fertilizers). Gucci has taken care and attention to respecting biodiversity and the environmental ecosystem. Hence, one can say that every pair of jeans has a unique value in terms of fabric and detail.
That level of care and attention deserves accolades. The niche grass-stained variety can feel comfortable as much as it looks worn out. That’s the charm of old jeans!
Generally, old denim is easily discarded despite being completely wearable. Indeed, many people find that good jeans actually get more comfortable with wear and tear. The Gucci grass-stained jeans take the approach of ripped and comfy jeans to a different, higher level. Gucci aimed to normalize comfort in the context of high culture fashion.
Gucci's garden variety jeans remind us of a time when jeans and dungarees were a part of the regular wear for farmers and factory workers. On a visual level, they are a throwback to a time when jeans were not associated with haute couture and the elite. Jeans can be a part of regular comfort wear. Whether we're talking loose-fitting jeans, ripped jeans, or dirty jeans — they can all be trendy and cool.
That said, regular jeans that are stained naturally with dust and grass look dirty. Green stains on a pair of jeans can also be signs of fungus or mold growth. On a technical level, it takes a lot of time for an unwashed pair of jeans to develop such stains. As such, a self-stained pair of jeans may not actually be as comfortable as these Gucci green stained jeans.
Gucci's green stained jeans have been marketed as a luxury product. The company's controversial pricing and marketing strategies succeeded at grabbing eyeballs for the jeans product. Gucci will likely continue to use the same outrage inducing tactics in the future. Gucci may stand to benefit from greater sales and revenue growth thanks to this.
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