- Italian luxury fashion brand $4 has made a comeback in recent years.
- That's according to $4 CMO Krystle Craycraft, who works with 12,000 $4, ranging from $4 to $4.
- According to Craycraft, key factors to the brand's success include the revival of "logo-mania" and an interest in historic brands as both long-time and first-time luxury consumers want to invest in quality craftsmanship.
It's no secret $4 has made a comeback.
As Krystle Craycraft, Chief Marketing Officer of online fashion assistant $4 put it, "Gucci has made a fabulous comeback, and they are maintaining it, which is kind of amazing."
The resurgence for the 98-year-old company arguably began in 2015, when newly named Gucci CEO $4 hired Creative Director Alessandro Michele. The rise in popularity continued through 2018, when the company saw $4 and Google's Year in Search report listed Gucci as number five on a list of $4$4. In addition, previous Business Insider reporting showcased Gucci as one of 20 major companies leading the global fashion industry, $4.
Read more: Teens are obsessed with Gucci - and it's giving the brand a big boost>$4
Today, Gucci remains one of the $4. Alongside the $4, credit for its popularity goes to millennials and $4, along with the $4. Ruth La Ferla described logo-mania in her November 2018 New York Times piece "What Gives the Logo Its Legs>$4" and acknowledges Gucci as one of many brands contributing to the ongoing trend.
Craycraft said Gucci remains one of her company's most in-demand brands.
When asked about today's status symbol, she confidently answered with one of the brand's leading accessories: "We have been selling a lot of $4. It's always changing, but a lot of $4. People really love them, it's Gucci-mania still ... because it's an affordable piece, and logo-mania has been a trend over the past couple of years."
$4 retail on their site $4 but can sell for upwards of $1,000. Customers can also turn to sites such as Craycraft's ModeSens, along with competitors Lyst and ShopStyle, all of which catalog locations in which belts may be available for lower prices.
"In terms of our consumer base, the majority of our consumers are high-end shoppers," said Craycraft, "But we do still have a contingent that are just buying that one piece or a couple pieces that they really just have to have, and Gucci belts seem to be the ticket for everyone, across all segments."
Alongside belts, the $4 include logo t-shirts, sweatshirts, and bags. Bags range from $4 with the brand's traditional dark green and red stripe to more trendy, boundary-pushing styles that use bright colors and velvet, something Business Insider's Jessica Tyler observed after $4.
Gucci has some pieces that are out there - but the brand also still has its timeless, classic bags.
"I think that while $4 has some pieces that are out there," said Craycraft, "they also have their timeless, classic bags - and even new styles that still feel timeless. Customers are gravitating towards those styles since they know if they invest in them, they will have those pieces for many years to come."
Despite its comeback, the brand has recently made headlines for one of the latest scandals in the fashion world. On February 6, $4 issued an apology statement following the release of a $4. The company removed the sweater from both in-store and online sales. Prada faced similar controversy in December for a $4.