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Gucci

Vanessa Semmens

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Costume National

Shari Sims

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Modern Luxury

Zabrena Lopez , Michael B. Beverland

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

Gucci is an iconic Italian luxury brand renowned for their leather goods and fashion clothing. After an extended period of tumultuous sales and decreasing brand equity due to poor creative direction, Gucci, under the reign of newly appointed creative director, Alessandro Michele, refreshed its brand and reestablished itself as the preeminent fashion-forward luxury brand. Prior to Michele’s appointment, Gucci suffered numerous challenges to its relevance. Aside from the decline in luxury goods at

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