Searches for Gucci products soar, like a pigeon, after “House of Gucci”
âHouse of Gucci,â a movie in which neither actor behaves as if he’s been cast from the same movie (and in Jared Leto’s case, the same universe), certainly garners mixed reviews: The real Gucci family hate it, Tom Ford wrote that he “burst out laughing” but didn’t know if he was supposed to do it (same thing, Tom) and real critics don’t seem to have much nice to say at all. But she has had some success – in the resale market, where she shifts the lines of research on Gucci.
According to ShopStyle, searches for the Italian brand are up 31% on its platform. This style of double-G belt is leading the charge, with searches up 71%; bags and moccasins are not far behind, with increases of 60% and 50%, respectively. Lyst says searches for Gucci jumped 68% in just 48 hours after the film’s release. (Although that would be a slowdown from the trailer’s August debut, which Lyst says boosted Gucci’s searches by 173%.) Meanwhile, data sent by Wethrift says Google searches for “vintage Gucci” have increased by about 270%.
Customers aren’t just looking for vintage Gucci – it’s no surprise that Lady Gaga is a style inspiration, even as she portrays a murderous and vengeful ex-wife. ShopStyle says research is also underway for items like long sleeve midi dresses and polka dot dresses, like the ones worn by Gaga’s character Patrizia. At Lyst, just a week after the official trailer debuted in August, pageviews for the polka dot and lace dresses had increased by 100%.
Hey, at least the costume design was more convincing than these accents.