You don’t need to be a fashion victim to notice that Gucci is the brand of the moment, I would say, again. With many pieces sold out and some must-have products, the Florentine firm is leading the fashion world and everyone is looking at it.
But success always comes after a period of bleeding. Back in 2006, under the creative direction of Frida Giannini, Gucci became known for its strong product focus and began to lose its creed and so this began to impact revenues. Quarterly sales growth began to slow in the second half of 2013 and, by December 2014, after years of profitable growth, Gucci had experienced three consecutive quarters of declining sales according to “Business of Fashion”.
The first most important change was the CEO. In December 2014, Marco Bizzarri was settling into a new role as head of the Luxury Couture & Leather Goods division of Kering, overseeing a group of prestigious brands including Bottega Veneta, Yves Saint Laurent, Alexander McQueen, Stella McCartney, and Brioni. Then, Kering Chairman and chief executive Francois-Henri Pinault asked him to take on the role as president and CEO of Gucci. The first action of the new CEO was to choose a new creative director, Alessandro Michele, Frida Giannini’s assistant.
Since that moment, a new story of Gucci started. Thanks to his experience in different companies, such as Fendi, the designer aims to develop a particular storytelling, partly detached from the one presented along the years by Frida Giannini. This is the reason why consumers and fashion insiders thought at the beginning they were looking at a new brand.
But nothing happens for chance. Many people say Alessandro Michele is creating his own brand inside Gucci and when he will leave the company, it will face another period of chaos. However, the truth is that Michele is going deep into the “forgotten” heritage of the brand giving a new life to many stylistic codes that brought the firm to be worldwide known and recognizable.
If you visit the Gucci Museum, you can live and experience Gucci’s story since the beginning in the 20th century. Alessandro Michele himself contributes to the development of this beauty, for instance, with the creation of Tom Ford’s room that represented the new Gucci’s code of the 21th century, the most important Michele’s resources.
So, Why always Gucci?
The last collection is the result of this beautiful process: “Yet the title of the Gucci show
“The Alchemist’s Garden” — was fitting for a designer who, along with chief executive Marco Bizzarri, has turned the once-troubled Italian superbrand into pure gold for parent company Kering. In the fourth quarter of 2016, Gucci revenue grew 21 percent, almost twice as fast as analysts expected, an astonishing figure for a company of its size in a stagnant luxury market”.
Alessandro Michele is building a new chapter of Gucci, creating a long term relationship with customers thanks to his products in which “More is More”.
Image courtesy: http://herbeauty.co