DESIGNER PROFILE OF GUCCIO GUCCI FOUNDER OF WORLD’S NO 1 BRAND

GUCCI

Mubashira Moidunni
Gucci (1881-1953) developed a taste for beauty and elegance as a young man while working as a
lift attendant in London's opulent Savoy Hotel at the turn of the 19th century. In 1921, after his
return to Florence, he opened a shop at 7 Via della Vigna Nuova selling luggage and saddlery, as
well as a small workshop that handcrafted them. In need of expansion, the workshop, which also
had begun to produce handbags as well as its original equitation goods, was relocated to a larger
space on Lungarno Guicciardini along the Arno River in 1937. By this time the iconic bit and
stirrups, which were derived from the company's origins and denoted the sophistication of the
products, had come to represent Gucci's success.

In 1938, the business expanded to Rome with the opening of a shop on the prestigious Via
Condotti. Under the limitations of the Fascist dictatorship, imagination compensated for the
shortage of raw materials, as Guccio discovered the distinctive potential of hemp, linen, jute and
the signature bamboo.

The one-man business became a family business when sons Aldo, Vasco, and Ugo joined the
company in 1939. Another son, Rodolfo, later joined the company and in 1951, he opened a shop in
Milan. The opening of the Manhattan store on 58th Street in 1953 launched the Gucci brand as one
of the pioneers of Italian design in the United States.
 Vintage photo of Guccio Gucci

Gucci was born in Florence, Tuscany, the son of a Tuscan leather craftsman from the
country's central manufacturing region on 26th March 1881. As a teenager in the early 1900s,
Guccio Gucci was a lift boy at the Savoy Hotel in London. Inspired by the elegant Elite Class
guests and by luggage companies such as H.J. Cave & Sons, he returned to Florence and
started making travel bags and accessories. He founded the House of Gucci in Florence in
1921 as a small family-owned leather saddlery shop. He began selling leather bags to
horsemen in the 1920s. As a young man, he rapidly built a reputation for quality, hiring the
best craftsmen he could find to work in his atelier. In 1938, Gucci expanded his business to
Rome. Soon his one-man business turned into a family business, when his sons Aldo, Vasco,
Ugo and Rodolfo, former actor, joined the company.
In 1951, Gucci opened their store in Milan and two years later, the company expanded
overseas with the opening of the Manhattan store.
 Key Contents
• The Designer

• The Design

• Journey of Guccio Gucci

• Promotions and Success

• Brand and Clientele

• Statistics

• Collections
Gucci, or the House of Gucci, is an Italian haute couture establishment. It was founded by Guccio Gucci in
Florence in 1921. Like many other high-fashion companies, Gucci began as a small, family-owned saddler
and leather goods store.

Guccio Gucci was the son of an Italian merchant form the country’s northern manufacturing region. In 1898
Guccio Gucci left Florence in Italy to travelled to Paris and London, where he “gained an appreciation of
cosmopolitan culture, sophistication, and aesthetics”.

So in 1905 he returned to Italy and started selling saddles and saddlebags, and was quite successful.

Gucci opened his first boutique in the family’s native Florence in 1921 and quickly built a reputation for
quality, hiring the best craftsmen he could find to work in his atelier.

In 1932 Guccio Gucci created the loafer shoe with a gilded snaffle. These are the
only shoes to have found a place in New York's Museum of Modern Art.

In 1938, Gucci expanded and a boutique was opened in Rome. Guccio was
responsible for designing many of the company’s most notable products. In
1947, Gucci introduced the bamboo handle handbag, which is still a
company mainstay. Guccio and his wife Aida Calvelli had a large family, six
children in all, though only his sons – Vasco, Aldo, Ugo, and Rodolfo – would
play a role in leading the company. After Guccio’s death in 1953, Aldo helped lead
the company to a position of international prominence, opening the
company’s first boutiques in London, Paris and New York. Even in Gucci’s fledgling years, the family was
notorious for its ferocious infighting. Disputes regarding inheritances, stock holdings, and day-to-day
operations of the stores often divided the family and led to alliances. As the Gucci expanded overseas, board
meetings about the company’s future often ended with tempers flaring and luggage and purses flying. Gucci
targeted the Far East for further expansion in the late 1960s, opening stores in Hong Kong and Tokyo. At that
time, the company also developed its famous GG logo (Guccio Gucci’s initials), the Flora silk scarf (worn
prominently by Hollywood Actress Grace Kelly), and the Jakie O shoulder bag, made famous by Jackie
Kennedy, the wife of U.S. President John F. Kennedy. Gucci remained one of the premier luxury goods
establishments in the world until the late 1970s, when a series of disastrous business decisions and family
quarrels brought the company to the verge of bankruptcy.

At the time, brothers Aldo and

Rodolfo controlled equal 50%
shares of the company, though
Aldo felt that his brother
contributed less to the company
that he and his sons did.

In 1979, Aldo developed the Gucci

Accessories Collection, or GAC,
intended to bolster the sales for
the Gucci Parfums sector, which
his sons controlled. Aldo
relegated control of Parfums to
his son Roberto in an effort to
weaken Rodolfo’s control of the
overall operations of the
company. Though the Gucci Accessories Collection was well received, it proved to be the destabilizing force
that brought the Gucci dynasty crashing down. Within a few years, the Parfums division began outselling the
Accessories division. The newly-founded wholesaling business had brought the once-exclusive brand to over
a thousand stores in the United States alone with the GAC line, deteriorating the brand’s standing with
fashionable customers.

It didn’t take long before

counterfeiters ravaged the
company’s pomp by flooding
the market with cheap
knockoffs, further tarnishing
the Gucci name. Meanwhile,
infighting was taking its toll on
the operations of the company
back in Italy: Rodolfo and Aldo
squabbled over the Parfums
division, of which Rodolfo
controlled a meager 20%
stake.

By the mid-1980s, when

Aldo was convicted of tax
evasion in the United
States by the testimony of
his own son, the
outrageous headlines of
gossip magazines
generated as much
publicity for Gucci as its
designs.

In 1983 Rudolfo died of cancer, Maurizio his, inherited his share and took over running the business. Maurizio
allied with Aldo’s son Paolo to gain control of the Board of Directors and established the Gucci Licensing
division in the Netherlands for tax purposes. Following the decision, the rest of the family left the company
and, for the first time in years, one man was at the helm of Gucci. Maurizio sought to bury the fighting that
had torn the company and his family apart and turned to talent outside of the company for Gucci’s future.
 Italian luxury brands dominate the ranking contributing nearly 40% of
the Top 30’s value.
“Made in Italy” brand value continues to grow year-on-year, due to the strong international market presence of well-
known Italian brands. According to the 2019 BrandZTM Top 30 Most Valuable Italian Brands ranking
by WPP and Kantar. Italian brands have increased their brand value over the last 12 months by 14% to $96.9 billion,
despite operating in times of economic and political uncertainty.

Luxury fashion label Gucci tops the ranking and is 2019’s fastest riser, growing by a staggering 50% to $24.4 billion
over the last year.

Completing the Top 5

brands are telecom provider
TIM (No.2 $9.41 billion),
energy company Enel (No.3
$7.94 billion), chocolate
confectioner Kinder (No.4
$6.80 billion), and luxury
sports car manufacturer
Ferrari (No.5 $4.75 billion).

Four brands in the Top 30 have grown their brand value

by more than 20%: Ferrari (No.5) by 36% to $4.75 billion,
Fiat (No.20) 23% to $1.39 billion, Campari (No.30) 23% to
$591 million and Fendi (No.13) by 22% to $1.88 billion.
 Brand Italy’ continues to make its mark on the world
BrandZ analysis found that Italian brands have an exceptionally strong presence
throughout the world, with 10 brands in the Top 30 having 90% or more of their
exposure overseas (a combination of revenue, volumes sold and profitability
from overseas). This international approach towards brand building allows them
to broaden their potential audience base, spread their exposure to risk, and
capitalise on growth in fast-developing markets.

When The British

Actress,Jenna Coleman
32,Attended a Gucci and
Zumi Event with Pixie Geldof
in London. Displayed her
flair for fashion as she
donned a navy two-piece
suit, embellished with gold
floral printing throughout.

According to research by WPP’s BAV Group, ‘Brand Italy’ performs exceptionally well, in part due to the heritage, authenticity
and associated lifestyle of many of the brands.

Further research from BrandZ revealed those Italian brands that have 50% or more of their exposure overseas, increased their
brand value by 20% year-on-year, while those brands with less than 50% overseas exposure remained flat.

Massimo Costa, Italy Country Manager, WPP says: “Many of the companies featured in our ranking are what we call ‘Industry
Heroes’ and represent a typical Italian business model that is excelling globally. The ranking reveals a cluster of agile,
interconnected businesses, driven by a strong entrepreneurial spirit, which dictates the pace of growth and innovation in their
business.”

David Roth, WPP says: “The BrandZ Italian Top 30 ranking demonstrates the significant growth opportunities for Italian
businesses that are willing to invest in their brands. Moving beyond a brand’s home market requires ambition and bravery, and
Italy’s leading brands have shown resilience and innovation in standing apart from other regions to deliver a great consumer
experience.”
 Go gaga for Gucci like Jenna
in a floral print trouser suit
You've only really got one choice of brand when
deciding what to wear to a Gucci event. It would
be rude not to go all out, right?
Jenna Coleman did just that when she rocked
this floral print trouser suit by the super high end
label. How pretty is the pop of orange against
the navy background? It's a fresh twist on
classic tailoring, and when teamed with a lace
blouse and a bag to pick up on the colour of the
florals, it's a very chic look.
Both pieces are available to buy now so click
through to start shopping. If you've got £2690
burning a hole in your pocket, that is. £1800 for
the blazer and £890 for the trousers. Bargain!

Creativity helps bridge the innovation gap

Innovation is by far the largest driver of brand value growth in Italy. Those brands seen to be most innovative grew their brand
value by 17%, compared to the 1% growth seen by brands regarded as less innovative.

Compared to other BrandZ European rankings, such as France, Germany and the UK, consumers regard Italy’s Top 30 brands
as particularly healthy – a measurement that identifies brand purpose, innovation, communications and experience. A key
contributor to innovation is creative communications; an area that BrandZ data suggests that Italian brands overall lag behind.
Improving innovation through more creative thinking and communications will provide a valuable opportunity to power future
growth.
JOURNEY OF GUCCIO GUCCI
Haven given the label glamour, and
turning the brand into a celebrity must
have, Ford left Gucci in 2004. Succeeding
him, three designers; Alessandra
Facchinetti, John Ray and Frida Giannini.
With Giannini appointed sole creative
director in 2006, the company was named
the most desirable luxury brand in the
world by Nielsen the following year.
At the beginning of 2010 Gucci launched
its first children’s collection. Highlighting
the labels quality, the line was made
exclusively in Italy.
An iconic fashion house, Gucci offers
timeless luxury and Italian excellence.
Gucci oozes fashion authority with its
careful pairing of modernity and heritage,
resulting in inn
ovative designs with desirable
craftsmanship.
House of Gucci is an Italian iconic fashion and leather good items. It is one of the most
famous and prestigious brands known globally. It was one of the premier manufacturing
leather good suppliers. It also holds a Guinness Book of World Record for one of its apparel
Collection called Genius Jeans" which were priced at $3,134. The organization has also won
many awards. Some of the prestigious awards won by the organization are:
VH1/Vogue Best New Designer (1995)
CFDA International Designer of the Year (1996)
British GQ International Man of the Year Award (2000)
GQ Designer of the Year (2001)
The brand also occupied 46th position in the Business Week magazine which featured Top
100 Brands chart in 2007.
 Brand and Clientele

The brand started as the manufacturer of leather products and has

subsequently extended its shores to manufacturing wallet, clothing,
jewellery, watches and much more. The brand has its headquarters in
Florence, Paris, London and New York. The brand is adored by likes of
people such as Hollywood actress Grace Kelly and Jackie Kennedy, the
wife of U.S. President John F. Kennedy. They also have their stores all
around the globe to cater to the needs of the people, giving them a
taste of luxury products from the brand.
 STATISTICS
The BrandZ Top 15 Most Valuable Italian Brands 2019

Rank 2019 Brand Category Brand value 2019 (USD mil) Brand value change

1 Gucci Luxury 24,414 50%

2 TIM Telecom Providers 9,409 2%

3 Enel Energy 7,939 8%

4 Kinder Food & Dairy 6,797 -2%

5 Ferrari Cars 4,752 36%

6 Prada Luxury 3,895 -5%

7 Eni Oil & Gas 3,537 13%

8 Nutella Food & Dairy 2,845 0%

9 Generali Insurance 2,689 6%

10 Armani Luxury 2,591 5%

11 Ferrero Rocher Food & Dairy 2,425 2%

12 Intesa Sanpaolo Banks 2,031 -8%

13 Fendi Luxury 1,881 22%

14 MSC Cruises Cruises 1,824 14%

15 Pirelli Tyres 1,791 n/a

Cruise 2019
Gucci and Louis Vuitton are among the fastest-growing brands in the world, with the luxury fashion and accessories sector
overall growing by 42 percent since 2017, according to a ranking by consultancy Interbrand.

Luxury apparel is the top-performing sector in a list of 100 companies that also includes the technology, consumer-goods,
automotive and financial industries.

Gucci’s brand value grew the most of any luxury fashion label on the list, up 30 percent to $12.9 billion, while Louis Vuitton
grew 23 percent to $28.2 billion. The nine luxury brands featured had a combined brand value of $105.8 billion and also
included Hermes, Tiffany & Co, Dior and Burberry.
Gucci show Fashion week
Interbrand credits Gucci’s Chief Executive Marco Bizzarri and its flamboyant Creative Director Alessandro
Michele as the reason behind the firm’s growth, with a “shadow committee ” of young advisors who have
helped the label appeal to a new generation. Meanwhile, Louis Vuitton appointed designer Virgil Abloh as
its artistic director for menswear in March, a hire that will bring youth culture to the label.

In terms of sales, the Kering-owned Gucci wants to overtake Louis Vuitton as

the world’s biggest luxury label, aiming for 10 billion euros ($11.5 billion) in revenue, according to Bizzarri,
who did not provide a timeline. Louis Vuitton, owned by LVMH, had more than 8 billion euros in sales in
2017, according to analyst estimates, while Gucci made 6.2 billion euros.Interbrand’s annual ranking of the
world’s 100 biggest brands measures how much a brand name contributes to a consumer’s decision to buy
a product, and therefore the premium a company can charge for brand-name goods, over factors such as
price or convenience. It also looks at financial performance as well as how likely a company is to have
future success.

Spring Summer Fashion show

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