Style-ish Podcast Episode Summary Episode Title: Gen-Z's 'It' Bag and the Case for Killing Your Mascot
Host/Author: Shameless Media
Release Date: February 18, 2025

1. Gucci’s Creative Turmoil

The episode opens with a deep dive into the recent departure of Salvatore DeSano from Gucci. DeSano, appointed as the creative director two years prior, was tasked with revitalizing the brand amid declining sales. Despite his efforts to present a pared-back vision contrasting previous directions, Gucci's sales continued to plummet, leading to his early exit.

Key Discussion Points:

• Sales Decline: Gucci experienced a significant drop in sales, with Q4 2024 figures revealing a 24% annual decline to €1.92 billion. This decline placed considerable pressure on its parent company, Kering.

  Rhiannon Joyce [04:15]: "Gucci is the biggest part of Kering's portfolio. So if Gucci sneezes, Kering catches a cold."

• Potential Successors: The hosts speculate on potential replacements, mentioning industry heavyweights like Jonathan Anderson and Marc Jacobs. They emphasize the need for a fresh face with authority in the fashion landscape to restore Gucci's relevance, especially among younger consumers.

  Joanna Fleming [07:28]: "Someone new that we just haven't really seen before or someone that's a little bit further down the ranks at another fashion house and just really make themselves known."

2. Coach’s Resurgence Among Gen Z

Contrasting Gucci's struggles, Coach emerges as a beacon of success, particularly among Gen Z consumers. Named the fastest-rising brand on the Quarterly Index, Coach has adeptly captured the attention and spending power of younger demographics.

Key Discussion Points:

• Affordable Luxury: Coach’s Brooklyn bag at $550 serves as an accessible entry point into luxury for Gen Z, balancing style with affordability within the luxury sector.

  Madison Sullivan Thorpe [09:00]: "In the luxury conversation, it's definitely a lot more affordable."

• Sustainability Initiatives: Coach's commitment to sustainability through repairs, upcycling, and store credits appeals to environmentally conscious young consumers.

  Rhiannon Joyce [11:19]: "They really see it as a way to express themselves, and I think that's really, really cool."

• Fashion Show Success: Their New York fashion show was lauded for its wearable and exciting designs, resonating well beyond just the Gen Z audience.

  Rhiannon Joyce [12:24]: "It was really good to see."

• Marketing Strategies: Coach’s revival is attributed to leveraging Y2K aesthetics and strategic collaborations, such as with Lil Nas X, that resonate with contemporary social media trends.

  Madison Sullivan Thorpe [13:11]: "Their marketing has been really reminiscent of that as well."

3. The Death of Duolingo’s Duo Mascot

A significant portion of the episode focuses on Duolingo’s decision to retire its beloved mascot, Duo the owl. This move sparked widespread discussion and viral marketing maneuvers, positioning it as a bold brand statement.

Key Discussion Points:

• Mascot Retirement: Duolingo announced Duo’s "death" through a viral statement, blending humor with brand storytelling to engage their audience.

  Rhiannon Joyce [18:00]: "Duolingo’s decision to lean into the more troublesome side of Duo's persona has absolutely paid off."

• Marketing Genius: Experts praise the strategy for breaking through the crowded media landscape by creating a polarizing character that fuels conversation.

  Madison Sullivan Thorpe [22:13]: "You can't play virality, but you can play mentality."

• Future Implications: Speculation surrounds Duo’s potential resurrection and how Duolingo will maintain brand consistency while navigating public sentiment.

  Rhiannon Joyce [24:40]: "I just think that perfect sums up why this is successful."

4. Lush’s Bold Move Away from Social Media

The podcast explores Lush’s strategic decision to withdraw from major social media platforms, retaining only Twitter and YouTube. This move aligns with their strong ethical values and desire to foster genuine customer relationships.

Key Discussion Points:

• Ethical Branding: Lush’s departure from platforms like Instagram was motivated by a desire to avoid the negative aspects of social media, focusing instead on in-real-life (IRL) experiences and strategic partnerships.

  Joanna Fleming [27:30]: "Participating in pop culture meant we could still reach new audiences even without having Instagram."

• Sustained Popularity: Despite exiting social media, Lush maintains a strong presence through word-of-mouth and partnerships with popular culture phenomena like "Wicked" and "Barbie."

  Madison Sullivan Thorpe [30:16]: "Just because they're not on socials doesn't mean people still aren't referring to them."

• Financial Health: Reports from 2022 indicated that Lush was financially stable, with earnings growth even as they pivoted their marketing strategies.

  Rhiannon Joyce [31:12]: "I was really curious about the reporting post-COVID and stepping away from social media."

5. Jacquemus Ventures into Beauty with L’Oreal Partnership

The episode highlights Jacquemus’s strategic partnership with L’Oreal to launch a beauty line, marking a significant expansion from its established fashion roots.

Key Discussion Points:

• Brand Expansion: Simone Jacquemus’s collaboration with L’Oreal includes a minority investment to support independent development, ensuring creative control remains intact.

  Rhiannon Joyce [36:07]: "It's a more stable business compared to fashion and has been shown to buck the trend during any recession."

• Market Strategy: The partnership aims to leverage Jacquemus’s strong brand identity and creativity to produce a beauty line that complements their fashion offerings.

  Madison Sullivan Thorpe [37:22]: "I just think that’s going to be so, so goddamn good... keeping control and restraint."

• Industry Trend: Jacquemus joins other luxury brands like Chanel and Hermès, who have successfully integrated beauty products into their portfolios, becoming significant revenue drivers.

  Joanna Fleming [39:46]: "They absolutely kill it in terms of their makeup offerings."

Notable Quotes

• Rhiannon Joyce [04:15]: "Gucci is the biggest part of Kering's portfolio. So if Gucci sneezes, Kering catches a cold."

• Joanna Fleming [07:28]: "Someone new that we just haven't really seen before or someone that's a little bit further down the ranks at another fashion house and just really make themselves known."

• Madison Sullivan Thorpe [09:00]: "In the luxury conversation, it's definitely a lot more affordable."

• Rhiannon Joyce [11:19]: "They really see it as a way to express themselves, and I think that's really, really cool."

• Madison Sullivan Thorpe [22:13]: "You can't play virality, but you can play mentality."

• Rhiannon Joyce [24:40]: "I just think that perfect sums up why this is successful."

• Joanna Fleming [27:30]: "Participating in pop culture meant we could still reach new audiences even without having Instagram."

• Rhiannon Joyce [36:07]: "It's a more stable business compared to fashion and has been shown to buck the trend during any recession."

• Joanna Fleming [39:46]: "They absolutely kill it in terms of their makeup offerings."

Conclusion

This episode of Style-ish provides a comprehensive exploration of the dynamic interplay between luxury brands and modern marketing strategies. From Gucci's challenges and Coach’s triumphs to Duolingo's bold marketing moves and Lush’s ethical branding decisions, the hosts deliver insightful analysis on what it takes to resonate with today’s consumers, particularly Gen Z. Additionally, Jacquemus’s foray into beauty with L’Oreal exemplifies the evolving landscape of luxury brands expanding beyond traditional boundaries to secure their place in the market.

For those interested in fashion, brand strategy, and beauty trends, this episode offers valuable perspectives and engaging discussions on the current state and future directions of iconic brands.