Luxury Culture Of Gucci Pformation In 86 Years (Photos)

86 years ago, when the founder of Gucci (GUCCI), Goccio Gucci, tried to print his name on the goods he sold, Goccio Gucci did not expect that his practice was emulated by many luxury brands after many years, and Gucci became the target pursued by consumers all over the world.

Mr. Tom Ford, the design director of the former women's wear department, has created an invincible myth for sexy Gucci. Frida Giannini, the design director of the new women's wear department, has made Gucci closer to itself.

"I want to remain sexy, but not in an exaggerated way.

I will write off the two words of exaggeration from the Gucci vocabulary.

This is the fashion concept of Frida Giannini.

"The women who are coming out of the limousines, the queen of the party, these imaginary female images do not seem to me to be the images that Gucci women really want to acquire," she said. "Women who are more confident, fun and curious are more likely to move me."

Frida Giannini further explained.

Gucci brand fashion has always been famous for its high quality, luxury and sex appeal. It has become a wealthy consumer of the upper class with the brand image of "identity and wealth".

Over the past 80 years, luxury has kept its own style in pformation, and has always been a hot topic in the pursuit of upper class consumption.

From the end of 40s to 60s of last century, Gucci has launched a series of products with bamboo handle bags, soft metal shoes, printed scarves and so on. Its unique design and excellent materials make it a symbol of elegance and luxury. It was praised by the famous ladies of the time such as Jacqueline Kennedy, Sophie aralan and Duchess of Windsor.

But Gucci really created brilliant time in the past 20 years, which is inseparable from two important figures - Gucci's designer Tom Ford and Frida Giannini., 1990 Tom Ford began to work as a designer in the Gucci women's wear department, and was appointed creative director in 1994.

Tom Ford took the initiative to relocate Gucci at the beginning of its mission. Tom Ford changed the gorgeous style of the past, let the decadence and sensibility shine brilliance, and inject "sexy" genes. From then on, Gucci created a fashion myth. Until now, Gucci is still known as the sexiest brand.

In March 1995, Tom Ford held his first fashion conference. At the press conference, he made the Hongming model appear in T station with the most charming image in the T style. The conference made Tom Ford a great success and triggered the global buying of Gucci.

In March 2005, Gucci formally announced that Frida Giannini became the design director of women's garments, and at the same time managed all the accessories lines.

Frida Giannini took the baton from Tom Ford, but people questioned her ability. However, the 33 year old Frida Giannini knew her predecessor very well and said with confidence: "what is Gucci itself?

I remember Tom Ford once described her two brands like this: Gucci is a beautiful beauty that makes a man's heart full of emotion, while YSL is the sexy lady who drops the candle oil on the man's chest.

One of my goals now is to make the Gucci brand more closely related to itself.

Frida Giannini only spent 10 weeks to conceive and produce her debut show, hard silk trousers, ultra short hot pants, zebra striped jackets, and Antique Print wrapped long skirts and so on. The design elements are far away from the sexy logo design before Gucci. Some people worry about whether she will be successful in this way. But Frida Giannini doesn't care. "I want to keep sexy, but not in such an exaggerated way.

I will write off the two words of exaggeration from the Gucci vocabulary.

The imaginary images of women and women from the limousines are not the images that Gucci women really want to buy.

And the more confident, fun and curious woman is more likely to impress her.

Frida Giannini is convinced of its new concept, and the basic design elements of Gucci are injected into the atmosphere and vitality of the times.

It no longer belongs to the brand of women like Victoria Beckham. It becomes like a friend with personality, caring about the world's environmental protection is better than conquering men!

"I want to express the wisdom and magnificence of our generation of women.

I believe that in this new century, every woman values her personal life more. "

Frida Giannini said.

"Frida has made Gucci's accessories new."

Mark Lee, incumbent's Gucci CEO, said Gucci products have made good progress in the world.

Building its own luxury culture in Tokyo's bustling Ginza (Ginza) Business District, Gucci opened its flagship store here in 2003, causing consumption and industry attention.

A report released by the Japan real estate institute says the land price is 12753 dollars per square foot, which costs about 80 million dollars.

Although Ginza flagship store is one of Gucci's biggest investments in retail stores, its real significance lies in the fact that luxury retailers are beginning to adopt a department store strategy.

The dazzling flagship store is decorated with gorgeous mahogany and cave stones. The store includes three handbags, two jewelry department, men's wear and women's wear department, a coffee shop providing Gucci chocolate, an art gallery and an activity hall.

Only products are not enough "eager to experience", becoming the primary factor for luxury consumers to be loyal to brands.

Mark Lee said that he has his own cultural and performing space, with art galleries and bookstores as the goal of Gucci.

Today, Gucci has held various exhibitions at the art gallery of the flagship store in Ginza, such as displaying photographs in the Gucci85 anniversary book. What does this imply? Obviously, "Gucci is a taste builder and appreciative of culture".

Shopping is entertainment related to the luxury sector, said Devlin, "as art exhibition space, they are not big enough to play the same effect as galleries."

This makes it show its original appearance -- a marketing strategy. "

The vertical structure of Gucci flagship store enables coffee shops and Promenade to be placed high, encouraging customers to go up through shops.

The art gallery and cafe have another attraction: just as a new fashion series can boost retail sales, an art exhibition or a new set of Gucci chocolates may also have the same effect.

The business model of luxury brands is also the same: the longer you leave potential customers in the store, the more likely they are to spend money there.

Gucci has created its own luxury culture.

From family industry to group development strategy, Gucci was founded in 1921. This year, Guccio Gucci returned home from Italy to learn from overseas experience and opened its first store in Florence.

Mainly sells leather products manufactured by Florence handicrafts.

In just a few years, Florence's special stores attracted many international savors. This unprecedented success drove Gucci's business to expand rapidly, and opened a branch store in Rome Condotti in 1938.

Unlike many luxury brands that maintain traditional family management practices, Gucci has begun to move towards collectivization.

In 1998, Gucci was selected as the European Exceptional Companies by European Press Foundation. Subsequently, Gucci was assisted by PPR (Pinault-Printemps-Redoute), and PPR invested $290 million in the Gucci40% shares. From then on, Gucci began the collectivization development process.

The Yves Saint Laurent Rive Gauche company and the Yves Saint Laurent Beaut company, under the company of Yves Saint, the company owns the franchise rights of the brand perfume series, such as, Italy, leather and shoes company. In 1999, the group purchased the control rights of the leather shoes company of Italy 70%. In May 2000, the group bought the world's oldest jewelry, clocks and perfume brands. In December of the same year, the group bought 66.7% of the British fashion brand 51% and 2001, and the Group signed a takeover agreement with the famous leather company of China, buying the controlling power of the company (66.7% to 78.5%). Subsequently, the acquisition of Gucci group

In the same year, Gucci group and Stella McCartney announced an agreement to jointly develop the global brand under the name of Stella McCartney and sell women's clothing and accessories.

In July 2001, Gucci group reached an agreement with French fashion brand Balenciaga S.A. to acquire 91% of the brand.

In this way, Gucci realized its collectivization management step by step.

A Gucci group with diversified brands is developing step by step.

But in the Gucci group, its core brand Gucci still plays a leading role.