Lil Pump: Gucci gang, Gucci gang, Gucci gang, Gucci gang!

Lil Pump：Gucci 幫， Gucci 幫， Gucci 幫， Gucci 幫！

Scroll through any fashionable millennial's social media, and chances are, you'll see Gucci's iconic double G logo, whether on belts, bags, or even capes.

瀏覽任何 Y 世代時尚社群媒體，你很有可能會看到 Gucci 的雙 G 代表標誌出現在皮帶、袋子或甚至是披肩上

Gucci is pretty much everywhere these days.

這年頭，Gucci 可說是無所不在

Kylie Jenner even made headlines for carrying her baby in a $625 Gucci baby carrier.

凱莉．詹娜甚至因為使用價值 625 美金 (近台幣兩萬) 的嬰兒背帶而上了頭條

In the first half of 2018, Gucci's sales nearly doubled.

在 2018 上半年， Gucci 的銷售額幾乎翻倍

And 55% of those sales were made to consumers under 35.

其中有 55% 的銷售都來自 35 歲以下的消費族群

Considering how 18 to 35-year-olds contributed to an 85% growth in the luxury goods market in 2017, this is a big deal.

有鑒於 18 至 35 歲族群在 2017 年替奢侈品市場帶來 85% 的成長率，這真的相當可觀

Jessica Tyler: Millennials definitely matter in the luxury market.

Jessica Tyler：Y 世代在奢侈品市場肯定佔有一席之地

A lot of luxury brands have been partnering with streetwear brands and focusing on social media to try and reach millennials more because it's such a big market for them.

許多奢侈品牌都已經和街頭服飾品牌合作，並且著力於使用社群媒體試圖更貼近 Y 世代，畢竟這有利可圖

But why do millennials and teens love Gucci so much?

但是為何 Y 世代和青少年會如此愛 Gucci ？

Gucci's founder, Guccio Gucci, originally designed leather goods for the aristocratic upper classes, specializing in horseback riding gear.

Gucci 的創辦人 Guccio Gucci ，最初為上流士紳階級設計皮件，尤其是騎馬配件

As Gucci grew in popularity, it became synonymous with high-class elegance and glamour.

隨著 Gucci 聲名越噪，它成為了高端優雅和魅力的同義詞

In the 1960's, Gucci was associated with people like Jackie Kennedy.

在 1960 年代， Gucci 讓人聯想到一些人，像是 Jackie Kennedy (前美國第一夫人)

One of the Gucci bags that Jackie Kennedy was photographed wearing was even renamed "The Jackie."

Jackie Kennedy 照片中拿著的其中一個 Gucci 包甚至因此改名為 Jackie

Today in 2018, Gucci is still very much an expensive luxury brand, but it's no longer exclusively for the elite.

現在在 2018 ，Gucci 依然是一個昂貴的奢侈品牌，但不再只局限於上層人士

I think that Gucci is working from the top down, to rebrand themselves in a way that is very millennial-friendly.

我想 Gucci 正在平民化，試圖將品牌定位為更貼近 Y 世代

And I think that they aren't afraid to turn the tables upside down on what it means to create luxury, to sell luxury, to be a luxury company.

我認為他們並不忌於顛覆奢侈的多個面向，包括何謂奢侈、如何銷售奢侈品以及何以為一個奢侈品牌

In 2015, Gucci brought on Alessandro Michele as their new creative director.

在 2015 年， Gucci 派任 Alessandro Michele 為他們新的創意總監

Under Michele's leadership, Gucci has come to embrace streetwear and the influence of popular culture.

在 Michele 的領帶下， Gucci 接受了街頭穿搭以及它對於流行文化的影響力

DiNardo: Alessandro Michele is creating pop culture references at a time in which people are really searching for a little bit of nostalgia with something new.

DiNardo：在人們於新事物中尋找懷舊風情的這年頭，Alessandro Michele 也不忘將之與流行文化連結

And it's a formula that's really working.

而這種做法的確成功了

I think also, Gucci is very honest about what they're doing, and genuine, and that they know that their designs are a little bit out there.

我也認為 Gucci 真的很坦率，他們清楚他們的設計有些特別

To say the least, they're a little tongue-in-cheek, but they're in on the joke, they're a part of the game.

說實在的，他們有點在開玩笑的感覺，但他們就玩笑方面也是很認真的，他們是業界老手了

And they love it.

而且他們樂在其中

Recently, Gucci even collaborated with Dapper Dan, a Harlem-based designer who became famous in the 80's for creating knock-up designs of luxury brands like Gucci.

旁白：最近 Gucci 甚至和 Dapper Dan 合作，那是一位從哈雷區 (黑人住宅區) 起家的設計師，他在 80 年代因一些像是 Gucci 的奢侈品處女新作而變得有名

Gucci's logo has come to represent more than just luxury or wealth, and millennials are embracing that, especially as logos continue to take over the fashion world again.

Gucci 的商標不再只是意味著奢侈或是富裕，而 Y 世代相當買帳，尤其是當商標要再一次征服時尚界之際

DiNardo: There are several reasons why brand logos are making a big comeback.

DiNardo：品牌商標為何會捲土重來有許多原因

One, the most obvious being that everything 90's is back.

很明顯的，一個原因是 90 年代的潮流又回來了

And we know that logomania was a huge part of 90's fashion.

我們知道商標在 90 年代時尚舉足輕重

Another reason why logos are making such a big comeback, is that we're coming off of such a strong period of minimalism, that, where else do you go but the exact opposite, with fashion?

另一個商標為何捲土重來的原因是，我們度過了很長一段極簡主義時期，那麼就時尚方面，除了與其相對的還有什麼？

And another reason why I think the logo is making a comeback, is that we're at a more comfortable place, in society, in culture, in our economy, in wanting reassurance in the money that we have, and the money that we spend.

我認為還有另一個原因是，我們的環境改善了，就社會、文化和經濟層面都是，擁有的錢財也不再匱乏，花費上同樣也是

Back in 2015, Gucci was actually considering using their logo less in designs.

旁白：在 2015 年，Gucci 其實曾經考慮在設計上少用商標

In the aftermath of the 2008 Recession, consumers were less interested in conspicuous consumption.

在 2008 年經濟不景氣之後，消費者比較不那麼在乎炫耀性消費

DiNardo: So conspicuous consumption, as defined by Veblen almost 120 years ago, really is this idea of waste.

DiNardo：所以炫耀性消費，根據凡勃倫於 120 年前定義的，其實就是浪費的概念

It's having what you absolutely don't need, but indicates certain symbols to society of status, so obviously luxury items are the epitome of that, you know, are not in your essential list, in order to survive.

浪費就是擁有你並不需要的東西，但該物件能夠彰顯出特定的社會地位，即是典型的奢侈品，就是那些非生存所需必需品的物品

But to thrive, in certain social circles.

但卻是為了在特定的社會圈子中興旺的物品

Designs emblazoned with luxury logos seemed a little too gauche at a time when so many people were struggling financially.

在許多人經濟困頓的時期，帶有奢侈商標的設計看似有些無禮

I think now that we're at a comfortable state in the economy where people are feeling, it's okay to have a status shoe, a status bag, a status t-shirt again,

我想現在人們在經濟上許可了，再一次重回名牌鞋、名牌包或是名牌服飾就被視為是可接受的

and there isn't such the stigma of paying $180 for a logo t-shirt as there once was.

付 180 美金 (約台幣 5550 ) 買一件有商標的 T 恤也不再被污名化

Millennials and teens also love Gucci because so many of them grew up seeing Gucci on celebrities or in magazines.

Y 世代和青少年之所以喜歡 Gucci ，也是因為他們許多人是從小在雜誌中或是名人身上看 Gucci 長大的

DiNardo: A lot of the people who are embracing the trends now, just touched on the very tip of it in their youth,

DiNardo：如今許多接受這股潮流的人們在青年時期其實就已經接觸過

but now can fully expand into it, ad nauseam, as adults, with disposable income to do so.

但作為一個成年人，如今終於可以盡情揮霍錢財，深埋其中

So, can other luxury brands copy Gucci's success?

旁白：所以，其他的奢侈品牌可以複製 Gucci 的成功嗎？

I think what other luxury brand houses could do to continue, or try to emulate the formula of Gucci, really is to try to be authentic to themself.

我想其他的奢侈品牌可以繼續做的，或是說效法 Gucci 做法的，就是忠於品牌

I think what Gucci, you know, does so well, which is really hard to imitate their formula, is that they're just natural.

我認為 Gucci 之所以可以做得那麼好，做得讓人難以模仿，是因為這些得來很自然

It's just a very natural way that they're approaching the market, and approaching attention, and it doesn't feel contrived.

他們迎合市場、迎合眾人的方式非常自然，感覺完全不強求

I think Gucci in 2018 represents excitement in fashion, again, it gives people something to look forward to, something to talk about.

我認為 Gucci 在 2018 年，代表著時尚圈的興奮熱潮，它再度引起人們的期待、帶起了新話題