Abstract
This study examines Gucci's digital marketing strategies, focusing on how the brand leverages big data to enhance its digital presence and engage Generation Z. Amid significant digital transformation in the fashion industry, Gucci has maintained its competitive edge through innovative digital initiatives. The research analyzes Gucci's use of big data to personalize customer experiences, optimize marketing campaigns, and implement online-to-offline (O2O) strategies. Findings indicate that Gucci's comprehensive digital strategy, which includes augmented reality and 3D visualization, effectively enhances customer engagement, increases sales, and builds brand loyalty, solidifying its position as a leader in the luxury fashion industry.
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