The Impact of Artistic Marketing on China's Luxury Market A Case Study of Gucci

The continuous expansion of today's luxury market reflects the rising economic strength of China. As people's purchasing power increases, so does their demand for spiritual aspects. The gradually improving aesthetic standards are posing a threat to the traditional luxury industry that is content with the status quo, thus the demand for excellent artistic marketing is becoming urgent. Gucci has a development history of nearly a hundred years, and its former design director's design themes, which combined Renaissance themes, innovated while inheriting its foundation. Undoubtedly, this brought positive guidance, but the change of design directors also undoubtedly had a huge impact. Artistic marketing has its pros and cons, and it should be more cautious in terms of promotion.