Gucci is in collaboration with “KOSAF” to conduct a scholarship program called “The Gucci Scholarship” (Gucci 2012 l). Gucci is a strong and globally known brand that gives importance to education related issues mainly to communicate with the audience of a specific country. Gucci wants South Koreans to remember Gucci not only as an ambassador for luxury brands, but also as a strong collaborator willing to support students. Additionally, the desired message was accepted by the South Korean public.Nonverbal SupportWhen it comes to nonverbal support for luxury brands, it is an aspect of their public relations. One of the main goals of luxury brands is to provide non-verbal support for the brand, in order to reach consumers beyond the words used to describe the brands (Kapferer and Vincent 2012: 271). Gucci manages its non-verbal support through window installations, charity events, scholarships, collaborations with other brands and fashion shows. Gucci is collaborating to announce that the brand is curating the “Giannini Cruise 2013 Collection” with an artist su...