Gucci (clothing brand)

Gucci logo

Gucci is a world-famous Italian fashion house and brand . The owner of the Gucci fashion house is the French conglomerate Pinault-Printemps-Redoute (PPR). It ranks second after LVMH in terms of worldwide popularity and sales figures.

In 1921, the Gucci fashion house was founded by Guccio Gucci ( 1881-1953 ) in Florence, Italy. In 1938, the company's sales increased, and in 1938, a boutique was opened in Rome. In 1947, Gucci launched bags made of bamboo straps, and these bags are still famous as the company's main brand product. In addition, since 1950, the company begins to produce durable striped fabrics and branded suede moccasins. After the death of the head of the company, Guccio, in 1953 , his son Aldo Gucci opened boutiques in London, Paris and New York, making a great contribution to the company's global fame. From the day of the company's founding, the Gucci family has been plagued by disagreements and conflicts. After Guccio's death, disagreements over inheritance rights and the management of day-to-day boutiques cause trouble within the family.

In the 1960s, Gucci opened several boutiques in the Far East: Hong Kong, Tokyo and Korea. During these years, the company created its brand logo GG (Guccio Gucci) and designed the Flora silk bra worn by Hollywood actress Grace Kelly, US President John F. Kennedy's wife, Jackie Kennedy, sells Jackie O handbags. In the 1970s, it became the world's number one brand of decorative products, but family conflicts led to the company's downfall. At that time, 50% of the company was in the hands of brothers Aldo and Rudolf Gucci. In 1979, Aldo Gucci Parfums launched the Gucci Accessories Collection to improve sales in the perfume department. This collection includes small accessories such as a cosmetic bag, a lighter, and a pen.

In order to expand the company, Aldo Gucci prepares new projects and enters markets other than the world of fashion, signing a contract with American Motors Corporation (AMC). In 1972, the AMC Hornet, styled with the Sportabout van, was the first luxury car to be decorated with the help of a famous designer. The interior of the Gucci car is covered with green, red, orange textures and is supplemented with designer emblems. The color of the car was also specially chosen by the designer. After the death of Rodolfo Gucci in 1983, his son Maurizio Gucci, heir to 50% of the company, together with Aldo Gucci's son Paolo, opened Gucci Licensing in Holland to raise his profile on the board of directors. Maurizio took over the management of the company, and other members of the Gucci family left the company's board of directors. In order to have a bright future for Gucci, Maurizio begun to look for talent outside.

In 1989, Maurizio invited the famous Dawn Mello ( whose success had revived New York's Bergdorf Goodman in the 1970s and made her a name in the private business world) as vice president and creative director of the Gucci Group . In 1987-1989, lawyer Domenico De Sol, who contributed to Maurizio's company restructuring process, will take over the Gucci America division. At the same time, Geoffrey Bean , Calvin Klein and young specialist Tom Ford are among the designers of the company, which has followed a new direction and has undergone a radical change in its structure.will be added. Tom Ford lives in Texas and New Mexico and has been interested in the world of fashion since he was a teenager. After graduating from Parsons School of Design in 1986 with a degree in architecture, he embarked on a career as a designer. In 1990, Melo hired Tom Ford.

In the 1990s, Gucci declined. Maurizio's suspension of sales of accessories from the Gucci Accessories Collection provokes protests from distributors and shareholders of Investcorp and executives of Gucci America. At the same time, the Gucci Accessories Collection brought in $110 million in sales annually. In 1993 Maurizio will be forced to sell his stake in Investcorp. A year later, Dawn Mello will return to her former position at Bergdorf Goodman, and 32-year-old Tom Ford will take over the creative director position at Gucci. Ford, who worked under Mello and Maurizio for a year, now decides to change the direction of the company. De Sol, who rose to the position of president of Gucci Group NV, understands that Gucci needs to follow a new direction to grow its profits, and does not resist the innovations introduced by Ford. Domenico De Sol formed a strategic alliance with Pinault-Printemps-Redoute . The company's president, Francois Pinault, owns 40% of Gucci's shares. The second largest shareholder is Crédit Lyonnais with an 11% stake.

In September 2001, a contract was signed between Gucci Group, LVMH and PPR. In 2001, Gucci acquired the shares of Bottega Venetta, Di Modolo, Balenciaga and negotiated a partnership with Stella McCartney. In 2003, Tom Ford and Domenico De Sol voluntarily left the Gucci Group after attempts to renew the contract with the Pinault-Printemps-Redoute group failed. Gucci Group tried to keep designers Alessandra Facchinetti and Frida Giannini, who worked under the management of Tom Ford, in the company. In 2004, Facchinetti joined the company as creative director of womenswear for two seasons. Until 2006, he was the creative director of menswear for three years. 32-year-old Gianini (originally responsible for men's and women's accessories) now serves as creative director for the entire brand. Giannini's spring 2006 collection marked the first time in a long time that the company's name appeared on the front pages of a magazine.

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