Let’s stop and reflect at the new Gucci for just one second. From what is a complete 180 degree u-turn of the brand their current customer is used to, they are doing exactly the right thing by distancing themselves from the tacky, status driven brand it had become.
Left & Below - Gucci Cruise SS16
In fashion we love a reinvention especially when you have the one person - whom you trust - take over all aspects of the business from design to stores to advertising to branding.
As ‘designer’ fashion becomes more unaffordable and high-street fashion gets better and cheaper, the chasm between the two keeps getting wider.
Consumers, the world over, are waking up and many can no longer justify the price of designer goods when it is so far from something they are reasonably happy with particularly when it comes to clothing.
Designer brands need to give us something we would find nowhere else. These need to be the ultimate new ‘vintage’ finds that make them feel like a discovery rather than something seen from Shanghai to Bond Street on every gormless tourist.
Gucci’s new Creative Director, Alessandro Michele said recently, “I think in the imagination of each of us, there is the idea of having a beautiful wardrobe of unique pieces.”
Okay, we’re not that naive to think Gucci are making only one of each item, but it certainly feels that way and that’s the clever thing.
Lots of international designer brands have been too busy chasing the volume and forgetting about the special. There is certainly the margins on these products to add something different and while Gucci will lose a lot of customers, they will certainly gain a select, influential and niche few.
Whether this can sustain the world’s second biggest luxury brand will have to be seen, but they are certainly making some beautiful and interesting things, again.