SQUARE is a luxury-oriented TV / social networking site aimed at affluent, 20-35 year old, metropolitan spenders across the world. A new generation TV / social networking environment, SQUARE will mix user-generated content (UGC) with professionally produced content (PPC) to showcase luxury lifestyles and allow users to program their very own TV channels. By growing a community of glamorous actors, SQUARE will also enable its audience to comment on lifestyle trends, share its love of luxury brands, and make recommendations on the best products and services to buy, or the best venues and events, to attend in order to express glamorous aspirations.
By virtue of its concept, SQUARE is ideally positioned to take advantage of the exponential growth of aspirational lifestyle marketing on the part of luxury brands, as well as their emerging strategy to advertise online and drive internet purchases.
In so doing, SQUARE intends to move one step beyond the MySpace and YouTube generation of sites, in order to leverage social networking as a powerful sales and marketing tool to increase brand awareness and fuel purchases from an engaged and inspired audience.
Robert Polet, CEO, Gucci, FT, March 2007