The Artlab Plant Built By Gucci Was Put Into Operation Recently.

Thanks to the bold innovation of creative director Alessandro Michele.

More and more products are in short supply.

According to the world clothing shoes and hats net, Italy

Gucci's ArtLab plant, which has been built for two years, has been put into use recently. The factory is located in Scandicci near Florence, Italy, formerly known as the hosiery production company. It covers an area of about 37 thousand square meters, employs 800 employees, and 150 of them are new recruits.

Gucci chief executive Marco Bizzarri said ArtLab was the largest factory investment in Gucci history, but refused to give specific investment.

He also revealed that when he joined the Gucci, the brand's internal products accounted for only 5% to 7%, and now the proportion has grown to 50%.

ArtLab mainly for shoes, handbags, etc.

Products are built, from R & D to production in the plant, including durability testing of raw materials and other processes.

Massimo Rigucci, head of Gucci's shoe handbag department, calls the factory the brand's "art laboratory", which is consistent with the aesthetic concept of Alessandro Michele from appearance to interior design. It is an important part of brand culture strategy.

In fact, Gucci shortens the delivery time through ArtLab, which reflects the shortage of brand products, and is also aimed at improving the uniqueness of products.

In just four years, Gucci's revenue grew from 3 billion 500 million euros at the end of 2014 to 6 billion 200 million euros at the end of 2017.

After two years of decline, Gucci began to recover 4.8% growth in the fourth quarter of 2015. By the third quarter of 2015, sales of Gucci began to enter double-digit growth.

In the fourth quarter of 2016, when sales exceeded 21.4%, the growth rate in 2017 was 40% to 50%.

Comparison of Gucci sales and growth in recent 4 years: LADYMAX

From the point of view of revenue composition, the sales ratio of garments and footwear and jewellery products increased gradually in 2016 and 2017 in the key two years that made Gucci turn over.

Gucci, which starts with leather products, is gradually realizing diversified and balanced development, which means that all kinds of brands have strong attraction.

In the past 3 years, the income contribution of Gucci departments was accounted for: LADYMAX

In retrospect, Gucci continued to lead the luxury industry in 2017. The 2 year old Alessandro Michele brand innovation has evolved from progressive garment redesign to a comprehensive image of store decoration, product packaging, advertising and digitalization.

Gucci almost every project created by way of presenting art can trigger a topic and become a hot topic in social media.

Last year, Gucci became the world's most sought after fashion brand in Lyst and Google. What's worth noting is that the two list brands are not limited to luxury goods. Gucci's heat is also higher than that of Vetements, Off-White and other fashion brands.

According to statistics, Gucci official Instagram account added a total of 8 million fans last year, the latest number of fans is 21 million 450 thousand.

According to the latest official data of Instagram, Alessandro Michele has become the most popular designer in the year, and its number of fans and interaction volume exceeds 290 thousand, ranking first in the industry.

After the Gucci autumn and winter show was released in 2018, the Instagram fans of Alessandro Michele increased by 13 thousand. The average number of Gucci official accounts related to the new series was about 120 thousand.

Tribe Dynamics, a data agency, points out that the strong attraction of Gucci in social media stems from the brand's continuous updating of content in a short period of time, and the rapid response to consumer feedback. This makes its sales of explosive products represented by Princetown slippers increased by 160% last year.

The industry once called Marco Bizzarri and Alessandro Michele the "golden combination" of this luxury phenomenon level. In fact, behind the high media exposure of Gucci is Marco Bizzarri's joint marketing manager, Jacopo Venturini, to build a professional marketing team.

A team of millennial advisors named Marco Bizzarri as an independent committee is under the age of 30, focusing on marketing solutions from the digital perspective.

The aesthetic concept of Alessandro Michele has been continuously exported through commercial means. From the more practical brand management, the innovative Gucci is also competing against the instability of the luxury industry.

According to industry analysis, Gucci has broken the popular theme style of fashion industry and displayed its distinctive personality by carrying the unique aesthetic concept. This is an important reason why the millennial generation has not been tired of it.

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There is no doubt that Gucci has complied with the consumer psychology of young consumers seeking innovation and diversity, and will continue to promote the continued momentum of products in a short time.

But it is worth asking whether the high exposure and high sales volume will dilute the positioning of luxury brands.

Luca Solca, director of the luxury goods department at BNP Exane Paribas, says there is such a paradoxical relationship among luxury goods, that is, the scarcity of luxury goods and the decline in sales of products, and the brand is apt to become a "slave" of its own success.

He further pointed out that Gucci, including Outlets, has more products sold in wholesale channels than Louis Vuitton.

It is noteworthy that Hermes recently announced that a new leather workshop Manufacture de l Allan has been opened in eastern France to expand the production capacity of leather products and ease the situation of supply shortage.

The new factory, which covers an area of 5760 square meters, is the fifteenth leather workshop of the Hermes group.

LVMH also plans to open three new factories in two years. According to the fashion business express, LVMH revealed last week that its core brand Louis Vuitton currently has a vertical supply chain comparable to that of the Zara parent Inditex group. A handbag can be produced and handed over to stores within two weeks.

But Val RIE Dubois, the workshop director, says the brand's goal is to shorten the delivery cycle to a week.

In recent years, the impact of explosive products on performance growth has been directly driven by luxury brands.

However, Robert Burke, chairman of Robert Burke Associates, a retail consultancy, warned the situation that the scale of production would be out of balance when the product was too easy to get.

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