Golden Goose differentiates itself in the global marketing universe, leading with action and real product, not only words. As a brand, it has always respected and tapped into a universal creative impulse of humans wanting to make things. ‘Golden Happens’ is a deeply personal message, within this reality and context.
Among creatives, there are varying degrees of an understanding that customers, clients and VICs increasingly act as the ultimate authentic intermediaries who reject the ‘empty words’ of corporate disruption, based on old models of the luxury brands business.
Today’s VICs are often traveling alongside us in their own minds. They want to experience synchronicity first hand, and not by reading fashion magazines or attending designer fashion shows.
The traditional concept of star designers and their — but usually HIS — muses is giving way to a much more creative and often democratic process that is horizontal and not vertical.
In the world of haute couture, VICs desire to know the makers, not only the designers. In the words of Maria Grazia Chiuri:
In the world of bags, the luxury buyer has many to choose from. I chose these two brands — Golden Goose and Celine — not for the cool factor, but to speak to their brand DNA. Reality is that when one is spending many hundreds or thousands of dollars for a bag or leather accessory, the 2022 customer is more eager than ever before to know the story behind the brand, the ethics and sustainability initiatives employed by the owners, and how the brand reflects us — the buyers.
