How Long Can Gucci Last?

According to the world clothing and shoe net, new creative director and CEO have been replaced since two years ago.

In recent years, it has become a new generation. In 2016, it became a hegemony.

The industry has become the best performing luxury brand, and sales in the fourth quarter have increased by more than 20%.

How long can the Gucci in the Alessandro Michele era last? In the Gucci 2017 autumn winter, the first men's and women's fashion show was launched on the 22 day before the big show in Milan. Gucci CEO Marco Bizzarri received an interview with an American reporter.

The strategic change in the past two years is discussed.

Marco Bizzarri recalled that since Gucci took over Gucci for two years, Gucci has achieved a qualitative leap, becoming one of the most popular luxury brands for millennial consumers and becoming the main driving force for its parent company's performance.

For such a result, Marco Bizzarri says that whether it is the successful pformation of product design, packaging, store display or digital marketing, it is inseparable from the tacit cooperation of creative director Alessandro Michele promoted by him.

Therefore, in order to better support Alessandro Michele, Gucci's new headquarters in Milan has been fully authorized to give free creation to Alessandro Michele, and is regarded as his personal exhibition hall.

Meanwhile, Gucci is building a shoe and leather manufacturer in Scandicci, off the outskirts of Florence, Italy. It is expected to be put into operation by the end of 2017.

Marco Bizzarri explains that compared with the past, Gucci now focuses on producing fewer but more sophisticated products, especially footwear and leather goods.

Last year, sales of leather goods accounted for 55% of total sales, while footwear sales accounted for 17%, which was the main source of income for brands.

In addition, the complexity of product design is also conducive to increasing the difficulty of imitation to combat counterfeit market.

Marco Bizzarri revealed that when meeting with Alessandro Michele for the first time, they have reached an agreement that the brand Logo of Gucci still has great value, but it should be combined with product design with more modern style.

Under the innovation and pformation of Alessandro Michele, today's Gucci Logo has been associated with the animal world. Whether it is a bee, a lion or a tiger, consumers always think of Gucci when they see these patterns.

By combining brand Logo with complex processes and innovative fabrics, the technology difficulty of Gucci's new product design and manufacture has been greatly improved, and the identification of products has been improved.

When it comes to Gucci's beating of luxury brands like Chanel and Burberry at one stroke, Luxury Daily was named the most successful brand of luxury marketing in 2016. Marco Bizzarri once again mentioned Alessandro Michele, saying that its marketing of the romantic feelings of reshaping Gucci is also a key factor for the brand to win the support of many consumers.

Gucci launched a series of art activities to deconstruct these themes last year to enable consumers to better understand the design concept and Inspiration of Gucci's new series, such as Gucci Garden, Gucci 4 Rooms and Gucci Ghost, which have gained high recognition from consumers.

Marco Bizzarri said: "the world is changing very fast. Our goal is to walk ahead of consumers, so we have always attached great importance to the development of sales channels". Because of the explosive growth of online platform and social networking information in the digital age, in 2017, Gucci increased its investment quota in the digital field to 35%, and plans to further improve its online sales platform in Europe and Asia, especially in the mainland of China.

Gucci's online sales rose by 20% in 2016.

At present, Gucci, besides its own official website, is also on sale at Yoox Net-A-Porter, a luxury retail e-commerce platform that is open to cloud group.

According to the latest fourth quarter and full year financial data released by Kai Yun group, Gucci continued outstanding performance in the fourth quarter ended December 31st, and sales revenue increased 21.4% to 1 billion 342 million euros, of which retail sales increased by 28%.

In the 2016 fiscal year, brand sales increased 12.7% to 4 billion 378 million euros compared with the same period last year, while retail revenue increased 14.8% compared with the same period last year, and online sales revenue rose 19%.

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Among them, all categories of brands recorded strong growth, especially in handbags, footwear and clothing categories. All regions except Japan were above double-digit growth of 10%.

Marco Bizzarri admitted in the interview that the development of the Japanese market has been lagging behind. It has revealed that the company's chief operating officer has set up a special team to go to Japan to conduct an investigation and concentrate on training the salesmen in Japan to help them better understand and adapt to the Gucci era in the Alessandro Michele era, so as to keep pace with the overall development of the company.

He disclosed that Japan's first sales in 2016 exceeded 50 billion yen, or 443 million US dollars.

Marco Bizzarri is not worried about the recent turmoil in the US market, but said the new president Trump's appointment did bring uncertainty to Gucci's development in the region.

When it comes to the tax policy to be implemented in the United States, he reveals that if the tax increases, the price of Gucci will surely be adjusted, and then there will be changes in the stock of goods in different regions of the world.

In order to deal with market demand and consumers' changes more flexibly, Gucci's management mode will change to more flat.

For the upcoming Gucci autumn and winter show in 2017, Marco Bizzarri refused to talk about details, but stressed that the combination of men's and women's clothing is not to save money, but considering the continuity of product display in each quarter, the traditional fashion week pattern that distinguishes the fashion is too outdated.

It is noteworthy that Gucci will launch the first female perfume designed by Alessandro Michele in September 2017 to further expand the market share of the brand in the perfume industry. It is regarded as one of the key development projects of Gucci this year.

There is no doubt that the design of Gucci has succeeded in attracting the fresh millennial generation. In the fourth quarter of last year, the sales of the millennials in Gucci increased by 70% over the third quarter.

In the 2016 fiscal year, the millennial generation bought almost half of Gucci's products.

Marco Bizzarri finally pointed out that the fashion industry is full of variables all the time, traditions and rules will be overthrown at any time, and consumers are the real leaders. "For me, Gucci is always like a start-up company, so that the brand can last forever."

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