Giannini Ran Away To Gucci And Was Caught Unprepared For Black Five.

As the US version of the "double eleven discount season", the annual "black Friday" is also a day for us consumers to look forward to.

On this day, people go to all the big outlets or large department stores all night, holding numbers in the middle of the winter for a few hours, so that they can get goods in the stores.

Of course, if you can buy half price luxuries such as Prada, Gucci, Fendi, Valentino and so on, even if they are not the latest ones, it is cost-effective to think about them.

But this year's November 27th is yet to come. People who are ready to get their wallets will be disappointed.

Gucci recently announced the two series of Alessandro Michele, the new creative director, the 2015 autumn winter men and women wear series, including handbags, garments and shoes, which will not take part in this year's sales promotion.

The pformation of Gucci is still a long way to go.

In September this year, Gucci's flagship store in Napoleon street, Milan, was reopened after being redesigned.

According to the report of the women's wear daily, the renovated Milan flagship store almost completely abandoned its previous style, replacing the former gold, bronze and other elements with high-grade fabrics and velvet ornaments and marble escalators.

Many retailers, including Bergdorf Goodman, are also buying the style of Michele.

Linda Fargo, senior vice president of Bergfdorf Goodman, told Style.com that "the new favorite in Milan is Gucci."

Brand CEO Marco Bizzarri shows that the design of Michele has been sold well enough, and there is little left in stock, so there is no reason to discount.

"Full retail sales are already super high, so even if I discount them,"

The impact on final sales is minimal. "

Bizzarri told Business of Fashion, "I want the Alessandro series to be sold as long as possible at full price stores.

This is a brand new way for our company and for him.

I think the promotion is too early now. The 2015 autumn winter series of Alessandro only arrived in the store in August, two and a half months.

I don't want to do that now. "

However, this situation is quite different from that of Gucci a few months ago.

Take the Asia Pacific market as an example, Gucci implemented a half off price cut in the Chinese market in May, causing consumers to queue up for panic buying.

The discounts continued until July 27th.

Luca Solca, a luxury analyst at Paris bank, told Bloomberg: "the Gucci discount is to go out of the era of the former creative director Frida Giannini, and the brand needs to adjust the new direction."

Giannini's departure really killed Gucci.

Because she decided to leave after the fashion show in Milan in February 25th, she decided to leave early in January.

Gucci subsequently announced that the 42 year old Alessandro Michele took over the post of creative director and was responsible for the global image building of the brand.

At the beginning of this year, the newly appointed Michele released its first series in Gucci, and soon released a new advertising blockbuster, changing the sexy style of Gucci past, restoring the old and the neutral wind, hoping to change the brand's inherent impression so as to boost sales.

Finally, the second quarter data show this year.

For the first time in two years, sales rose, and the negative effects of the replacement of brand director and CEO dismissal were successfully overcome in the first quarter.

At the recent British Fashion Awards, Michele took the best international Designer Award, proving that his personal strength has been recognized by the industry.

Kai Yun Group believes that Michele is stimulating consumers' new interest in Gucci.

If it breaks the brand new image that is hard to build because of the discount, it will be a loss.

"Now, Alessandro and I are facing challenges. We need to maintain innovation and take risks."

Bizzarri said.

Some people in the industry also worry that too young pformation will make Gucci lose its customers.

But Gucci said this did not happen.

"We see a lot of new customers, many new consumers. They are different, younger and more fashionable than before, they will buy a new series, but we will not lose their old customers."

Bizzarri said.

But at the same time, customers of several age groups undoubtedly put forward higher requirements for brand classification.

In fact, the pressure will be pferred to the designer.

And whether Gucci2016's vacation series will be discounted in the future, Gucci said it will begin its assessment in June next year.