Gucci ( , GOO -chee ; Pronunciation Italian: Ã, [' ? u tt i ] ) is an Italian fashion and leather goods brand, owned by the parent company French Dry. Gucci was founded by Guccio Gucci in Florence in 1921. Gucci generated about EUR4.2 billion of revenue worldwide in 2008 according to BusinessWeek and rose to No. 41 in the 2009 annual magazine "Top Global 100 Brands "chart was created by Interbrand; it maintains that rank in the Interbrand 2014 index. Gucci is also the Italian brand with the highest sales.
Gucci operates approximately 278 stores that are operated directly worldwide in September 2009, and it sells its products through franchises and upscale department stores. In 2013, the brand was worth US $ 12.1 billion, with sales of US $ 4.7 billion. In the World's Most Valuable Brands list, Gucci is ranked 38th most valuable brand, with a brand value of $ 12.4 billion as of May 2015. In January 2015, the creative director is Alessandro Michele.
Video Gucci
Histori
With the beginnings of the late 19th century, the Gucci company became one of the world's most successful producers of world class leather goods, clothing and other fashion products. As an immigrant hotel worker in Paris and later in London, the young Guccio Gucci (1881-1953) was impressed with the luxuries he saw carrying cultured guests. Before leaving, he visited the manufacturer, H.J. Cave & amp; Children. Upon returning to his birthplace in Florence, a city distinguished for high-quality materials and skilled craftsmen, he set up a shop in 1920 that sold fine leather goods in a classic style. Although Gucci organizes his workspace for industrial production methods, he maintains a traditional fabrication aspect. Initially, Gucci hired skilled workers in basic Florentine leather crafts, paying attention to finishing. With expansion, the sewing machine is a production method that supports construction.
Along with his three sons, Aldo Gucci (1905-1990), Vasco Gucci (1907-1975), and Rodolfo Gucci (1912-1983), Gucci expanded the company to include shops in Milan and Rome as well as additional shops in Florence. Gucci stores feature finely crafted leather accessories such as handbags, shoes, and shoes decorated with ornaments and silk and knitwear with a distinctive pattern.
The company made bags of cotton canvas rather than leather during World War II as a result of material shortages. The canvas, however, is distinguished by double-G symbols combined with prominent red and green bands. After the war, the Gucci emblem, which showed shields and armored knights surrounded by ribbons bearing family names, became synonymous with the city of Florence.
Aldo and Rodolfo Gucci further expanded the firm's horizons in 1953 by setting up offices in New York City. Movie stars and jet-set travelers to Italy during the 1950s and 1960s brought their glamor to Florence, turning Gucci merchandise into a symbol of international status. Movie stars pose in Gucci clothing, accessories, and footwear for lifestyle magazines around the world, contributing to the company's growing reputation.
Gucci's distinctive line made its product among the most copied in the world in the early 2000s. Exotic pigs, cattle, and skins of imported animals are subjected to various fabrication methods. Waterproof and satin canvas are used for evening bags. Bamboo was first used to make handbags by heating and printing process in 1947, and a wallet made with shoulder straps and snaffle-bit ornaments was introduced in 1960. In 1964, the bold Gucci Butterfly pattern was made especially for silk clothing , followed by the same fancy floral pattern. The original Gucci Loafer was updated by a typical snaffle-bit ornament in 1966, while the luggage set of "Rolls-Royce" was introduced in 1970. Watches, jewelry, ties, and goggles were then added to the company's product line. The iconic touch introduced in 1964, is the use of a double-G logo for belt buckles and other accessory decorations.
The company prospered during the 1970s, but the 1980s were characterized by an internal family rivalry that brought Gucci to the brink of disaster. Rodolfo's son Maurizio Gucci took over the company after his father's death in 1983 and dismissed his uncle Aldo - who ended up serving a prison term for tax evasion. Maurizio proved to be a failed president; he was forced to sell a family-owned company to Investcorp, a Bahrain-based company, in 1988. Maurizio dispossessed his remaining shares in 1993. Maurizio was assassinated by a hit man in Milan in 1995, and his ex-wife Patrizia Reggiani was convicted of employ the killer. Meanwhile, new investors are promoting American-educated Domenico De Sole from a family lawyer position to Gucci America president in 1994 and chief executive in 1995.
The company had previously brought Dawn Mello in 1989 as editor and ready-made designer to rebuild its reputation. Aware of Gucci's stained image and brand value, Mello hired Tom Ford in 1990 to design a ready-to-use line. He was promoted to creative director position in 1994. Before Mello returned to his post as American retailer president Bergdorf Goodman, he restarted Gucci's headquarters from Milan's business center to Florence, where his craft tradition was rooted. There he and Ford reduced the number of Gucci products from 20,000 to 5,000.
Steinunn SigurdardÃÆ'³ttir is the Director and Senior Designer for Gucci from 1995 to 2000.
There were seventy-six Gucci stores around the world in 1997, along with many licensing agreements. Ford was instrumental in the decision-making process with De Sole when the Gucci Group acquired Yves Saint Laurent Rive Gauche, Bottega Veneta, Boucheron, Sergio Rossi, and, in part ownership with Stella McCartney, Alexander McQueen and Balenciaga. In 2001 Ford and De Sole shared responsibility for major business decisions, while Ford concurrently simultaneously designs at Yves Saint Laurent as well as in Gucci.
The French conglomerate Pinault-Printemps-Redoute, however, acquired a 60 percent stake in Gucci Group in 2003. Women's Wear Daily later announced the departure of Domenico De Sole and Tom Ford from Gucci Group. when their contract expired in April 2004. The last spring collection under the direction of Ford and De Sole is a critical and commercial success. Amid widespread speculation in the fashion press about Ford's heirs, the company announced in March 2004 that it would be replaced by a team of young designers promoted from the company's staff.
In 2005, Frida Giannini was appointed as the creative director for women's clothing and accessories, who previously joined Gucci in 2002. In 2006, she also became creative director for ready-made men's wear and all of Gucci's labels.
As announced on December 12, 2014, Creative Director Frida Giannini and CEO Patrizio at Marco will step down from Gucci. Marco Bizzarri was appointed CEO of the brand.
In 2017, Bizzarri said, "Socially responsible is one of Gucci's core values, and we will continue to strive to do better for the environment and animals," and therefore feathers will be banned from Gucci's collection by 2018.
Maps Gucci
Company
The company turnaround that was founded in the late 1980s made Gucci a global competitor and fashion label famous. In October 1995, Gucci went public and had an initial public offering on AMEX and NYSE for $ 22 per share. November 1997 also proved to be a successful year when Gucci acquired a watch license, Severin-Montres, and renamed it Gucci Timepieces.
The company was named "European Company of 1998" by the European Business Press Federation for economic and financial performance, strategic vision and quality management.
Gucci headquarters are in Florence, other world offices are in Milan, Paris, London, Hong Kong, Japan, and New York. The Dry Headquarters are in Paris.
In 1989, Maurizio succeeded in persuading Dawn Mello, who revived New York Bergdorf Goodman in the 1970s made him a star in the retail business, to join the newly formed Gucci Group as Executive Vice President and Creative Director around the World. At the helm of Gucci America was Domenico De Sole, a former lawyer who helped oversee the takeover of Maurizio ten years from 1987 and 1989. The final addition to the creative team, which included designers from Geoffrey Beene and Calvin Klein, was a young designer named Tom Ford. Brought up in Texas and New Mexico, he was interested in the fashion world since his early teenagers but only decided to pursue a career as a designer after leaving the Parsons School of Design in 1986 as a major in architecture. Dawn Mello hired Ford in 1990 at the urging of his colleague, writer and editor Richard Buckley.
In the early 1990s, Gucci experienced what is now recognized as the poorest period in the company's history. Maurizio insults distributors, shareholders of Investcorp, and executives at Gucci America by drastically controlling the sale of Gucci Accessories Collection, which in the United States alone generates $ 110 million in revenues annually. The company's new accessories failed to take slack, and over the next three years the company suffered huge losses and staggered on the edge of bankruptcy. Maurizio is a charming man who loves his family business, but after four years, most of the company's senior managers agree that he is not capable of running the company. Its management has adverse effects on brand desires, product quality, and distribution control. He was forced to sell his stake in the company to Investcorp in August 1993. Dawn Mello returned to his work at Bergdorf Goodman less than a year after Maurizio's return, and the creative director position went to Tom Ford, then only 32 years. Ford has worked for many years under the direction of Maurizio and Mello and wants to bring the company's image in a new direction. De Sole, who has been appointed President and Chief Executive Officer of Gucci Group NV, realizes that if Gucci becomes a profitable company, it will need a new image, and therefore he agrees to pursue Ford's vision.
In 1998, Guinness World Records quoted Gucci "Genius Jeans" as the most expensive pair of jeans ever. These jeans are pressed, torn and covered with African beads and offered for sale for US $ 3,134 in Milan. (This entry was exceeded in June 2005 by Levi Strauss & Co.'s 115-year-old 501 jeans sold to an anonymous Japanese collector for $ 60,000.)
In early 1999, luxury goods conglomerate LVMH, led by Bernard Arnault, increased its stake in Gucci with a view to a takeover. Domenico De Sole was very angry with the news and refused Arnault's request for a place on the board of directors, where he would have access to the secret earnings reports, strategy meetings, and Gucci design concepts. De Sole reacted by issuing new shares in an effort to dilute the value of Arnault's ownership. He also approached the French Pinault-Printemps-Redoute (PPR) parent company about the possibility of forming a strategic alliance. FranÃÆ'§ois Pinault, founder of the company, approved the idea and bought 37 million shares in the company, or 40% of the shares. The Arnault section is diluted up to 20%, and legal battles occur to challenge the legitimacy of the new Gucci-PPR partnership, with law firm Skadden, Arps, Slate, Meagher & amp; Flom represents Gucci. The Dutch court ultimately upheld the PPR deal, as it did not violate the country's business laws. The second largest shareholder is CrÃÆ'Ã… © dit Lyonnais with 11%. In September 2001, a settlement agreement came into force between Gucci Group, LVMH, and PPR.
Following Ford's departure, Gucci Group retained three designers to continue the company's flagship success: John Ray, Alessandra Facchinetti, and Frida Giannini, all of whom worked under Ford's creative direction. Facchinetti was appointed Creative Director of women's clothing in 2004 and designed for two seasons before leaving the company. Ray served as Creative Menswear Director for three years. Giannini, 32, who is responsible for designing male and female accessories, serves as Creative Director for all brands.
In 2006, Frida Giannini, former Director of Creative Accessory, was named the sole Creative Director. In 2009, Patrizio di Marco replaced Mark Lee as CEO of Gucci.
Marco Bizzarri was appointed CEO of the brand announced on December 12, 2014, and Alessandro Michele became Creative Director of Gucci on January 21, 2015.
In April 2016, Susan Chokachi was promoted to the role of President and Chief Executive Officer of Gucci America, having previously served as Senior Vice President of Marketing and Communications.
Digital Marketing
Starting in 2016, the Gucci Internet presence has grown with more people searching for brands online. By 2017, the brand experienced a growth increase of 115%, with more than $ 61,798,514 earned in media value. In addition, this fashion house experienced a 44.5% increase in revenue in the nine months ended September 30, 2017. This growth can be attributed to the success of their digital marketing strategy, which has enabled brands to integrate the digital world into experience stores, and communicate with a larger target audience.
Strategy
E-Commerce
Gucci has focused on the online shopping experience, creating a digital sense of inspiration by including rich visual images and videos, with information about the current fashion collection in the editorial section of "The Agenda". The company actively frequently uploads behind-the-scenes posts, with information about patterns and styles, highlighting the expertise of each product design. This has enabled consumers to gain stronger emotional connections with brands.
Social Media
Gucci has a strong online presence online, and is very active on various social media platforms under the brand name: Gucci. These include Facebook, Twitter, Instagram, YouTube, Google, Pinterest, and Snapchat. By 2017, this brand is considered the most talked about brand in social media in the upscale luxury market. This brand has integrated itself into the modern digital world with campaigns such as 'collaborative art projects'. The campaign is to market a new line of watches, in which the brand collaborates with artists and popular Instagram meme accounts. Memes can be defined as jokes, fad or memorable content that are scattered throughout the web and are usually accompanied by smart information. For Gucci, the brand focuses on Instagram ads, where they rearrange popular memes with their watch collection, which encourages users to share and tag their friends. Regardless of conversations and sharing, the campaign is not very successful, with many viewers reacting negatively to the content.
Collaboration
Gucci has created a strong partnership with Hollywood celebrities and social media influencers, working with these individuals to achieve more demographics and rebuild its identity as a new modern brand; Despite the fact that it has been around for a while. This brand has changed its direction in working with celebrity types, with Gucci now dressing contemporary style icons like Rihanna, Blake Lively, Brad Pitt, Harry Styles, and Rachel McAdams, which can easily be offset by millennials.
Along with this, Gucci has teamed up with internet stars and has turned many of the upcoming Instagram users into fancy branded stars. This collaboration has proved successful because it associates with opinion leaders trying to influence the behavior of opinion seekers, who actively seek information to help with their buying behavior and decisions. Because research has found that consumers make purchases based on what they mean and see items as a sense of their extended self, this form of word of mouth marketing can be used to influence the meaning of the brand and thus, influence the chances of a purchase.
Controversy
In June 2012, Gucci won a trademark suit against Guess with a $ 4.7 million compensation prize. On October 16, 2013, Gucci won a trademark and cybersquatting forgery lawsuit, in a US federal district court in Fort Lauderdale, Florida, against several online businesses. Gucci won a permanent order, "immediately handed over to Gucci of 155 domain names used in counterfeiting operations", and an award of USD $ 144.2 million, which included interest. On November 5, 2013, the British Intellectual Property Office issued a ruling that Gucci has lost the rights to its GG trademark in the UK "to the GG logo version in four categories, including clothing such as bracelets, shoulder bags, scarves and coats". The German clothing company Gerry Weber applied to repeal "trademarks for 'unused' in the period from 2003 to 2008 and 2007 to 2012". However, "according to Gucci, the decision does not affect the use of GG logos in the region" because "Gucci is the owner of several other legitimate registrations for this mark, including the Community Trade Mark (which includes the European Union) because the iconic GG logo and rights are direct enacted in the UK "On November 6, 2013, Gucci won a trademark infringement and an unfair lawsuit against Guess at the Nanjing People's Intermediate Court in the People's Republic of China. Gucci claims that Guess is "imitating his collection and pictures." In December 2014, a Gucci subcontractor in Italy told Investigative Journalists that Gucci was aware that Chinese workers who work irregularly work for 14 hours a day.
Gucci produced many controversial ads that believed sexually and disparaged women. Erving Goffman conducts research on advertising and how they consistently reinforce the general stereotype of women. He outlines the different characteristics that are usually found in media that tend to support men over women. These stereotypes, all of which can be found in Gucci ads, including relative sizes, subordinated ritualizations, feminine touch, and function ratings.
Almost all Gucci ads include a woman who is being cut off to show off a certain part of her body, positioned in a way, that some people will consider, sexize her body, or be made much smaller in size to appear to be subject to her partner (usually male) in the ad. Jean Kilbourne explains how often ads work to weaken women and place women in a passive position. Many people consider this advertisement offensive and in turn many organizations criticize Gucci openly. The Fashion Law, a legal and fashion business website, argues that the famous "sex sales" line is evidenced through the continuous use of scandalous and Gucci-related sales advertising.
In early 2003 Gucci produced a very popular ad depicting a supermodel with his pants pulled down and his pubic hair shaved into a "G". The Advertising Standards Authority (United Kingdom) receives a lot of complaints from people and organizations, including mediawatchuk directors who demand that advertising be banned because it is "harmful to society". Many believe that criticism of the ad only gives the impression that Gucci uses sex to successfully sell his product. Although this is a point of contention between Gucci and the Advertising Standards Authority, scholars have pointed out that Gucci continues to walk the fine line between offensive and acceptable advertising.
Italian luxury brands continue to publish controversial ads. Gucci uses short films and drawings with reference to cult movies about drug addiction. This ad receives a lot of counterattacks mainly because one of their young models is very unhealthy according to the Advertising Standards Authority. This ad may sound surprising to some people, but for the advertising industry it is a prime example of what they should do. William O'Barr argues that the main priority of advertising is to break through and attract the attention of consumers, regardless of what is considered appropriate in the eyes of the public.
Car collaboration
Aldo Gucci expanded into new markets including an agreement with American Motors Corporation (AMC). The car maker combines couture and car world with Gucci AMC Hornet. Started in October 1971, the 1972 and 1973 model year of the compact Hornet "Sportabout" station wagon became one of the first American cars to offer a special luxury trim package made by renowned fashion designers. Though originally from Italy where the sleeker sports car is more adored, Gucci puts a special touch effort on the Hornet station wagon with a rear lift gate and 60.8 cubic feet (1,722 × l) of cargo space inside. Unlike the regular box-boxed station carts, the Sportabout design features a low sloping roofline at the back and a tight overall dimension. The Gucci version comes with slim colors of green and red designers at the designer in the creamy upholstered seats and in the interior door panels. The Gucci frame appears on the front door panel and on the front fenders, while the trademark "GG" is at the forefront. The choice of exterior color is limited to Snow White, Hunter Green, Grasshopper Green, and Yuca Tan.
The $ 142 Gucci trim option package is selected on a total of 2,584 Sportabout produced during 1972 and 2,251 more in the 1973 model year. In addition, Sportabout was commissioned by Gucci for his personal purposes and to showcase several other automotive ideas. The exterior grille features a Gucci motif, a transparent cover over the headlights wrapped around the sides, and the rear trim panel has red and green horizontal stripes on a gray cloth insert. The interior is finished with black leather and a striking woven Italian fabric incorporating a double-G pattern in black with a light gray background and a gray carpet with black piping. The front bucket seat features a central armrest with a cassette and dashboard has a pullout desk with folding lights, notepad, pen and make-up mirror on a flexible stand. The rear seat passenger has a folding folding center with a set of games in a removable box and a right rear seat including a folding table for snacking or playing with game sets and a left backrest for a four-storey housing compartment and two bottle beverages.
Beginning in 1978 and producing declining numbers every year through the 1984 model year, Miami-based coaches marketed the Gucci edition of the Cadillac Seville sedan. The exterior includes the Gucci double "face-to-face" logo, the actual emblem showing the initial Gucci Gucci, as a hood ornament and a covered vinyl c-pillar roof. The inside has a headliner logo and headrests decorated with logos as well. The dashboard carries the "Gucci Manuscript" logo in bold. Inside the trunk there is a full set of Gucci suitcases.
For 2011, Gucci and Fiat unveiled a special version of the Fiat 500 featuring characteristic lines inside seat belts, seat chairs, shifter, floor mats, and fob locks. The exterior includes green and red stripes below the windowline and wrap behind and 16-inch wheels with Gucci's interlocking-G logo on the center cap. Available in white with matte-finish chrome trim or black with glossy chrome accents, a small car including leather trim and other designs "to make it feel like a Gucci bag." The hatchback joins the 500C by Gucci featuring a sliding fabric roof with a green-red-green Gucci line. The Gucci version of both the regular 500 and the upscale 500C is again available in 2013.
Partnership
Gucci has been in partnership with UNICEF since 2005. Gucci stores around the world donate a percentage of sales for special collections made specifically for UNICEF to go to the United Nations Children's Fund. Annual Gucci Campaign to Benefit UNICEF supports education, health care, protection and clean water programs for orphans and children affected by HIV/AIDS in sub-Saharan Africa. For a campaign in 2009, Michael Roberts promoted children's books, "Snowman in Africa" ​​with proceeds going to UNICEF. In five years, Gucci donated more than $ 7 million to UNICEF. Gucci is the largest donor company for UNICEF's "School for Africa" ​​founded in 2004 by UNICEF, the Nelson Mandela Foundation, and the Hamburg Society. The goal is to improve access to primary schools for all, with particular emphasis on children being orphaned by HIV/AIDS and children living in extreme poverty.
Integrated for Change
Launched in February 2013, the "Integrate for Change" campaign serves to advance a global campaign for women and women empowerment. Gucci has funded more than 210 projects in 81 countries through this initiative.
In 2013, it was announced that Beyonce Knowles will work with Salma Hayek and Frida Giannini on a campaign aimed at spreading women's empowerment. The campaign, which aired on February 28, is set to new music by Knowles. The concert for that purpose occurred on June 1, 2013 in London and included other acts such as Ellie Goulding, Laura Pausini, Florence and the Machine, Iggy Azalea and Rita Ora. The concert earned more than $ 130,000.
In July 2013, activist Lydia Emily was assigned to paint a mural in Skid Row, Los Angeles from a woman named Jessica, who survived human trafficking. She is currently working for the Mary Magdalene Project - an organization that has helped women leave the sex industry since 1980.
Gucci Museo
Gucci opened a 1,715 square meter museum charting a history of 90 years; Gucci Museo is located in Florence, inside Palazzo della Mercanzia and overlooks Piazza della Signoria.
See also
- List of Italian companies
- Made in Italy
References
External links
- Official website
- Gucci - company brand and profile in Fashion Model Directory
Source of the article : Wikipedia
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