CEO Of Gucci Brand: Gucci Must Always Be Like A Start-Up To Survive

　　 luxury goods The business landscape turns. How long can Gucci in Alessandro Michele's time last? In Gucci The first men's and women's fashion show in autumn and winter 2017 started in Milan on the 22nd, before Gucci CEO Marco Bizzarri was interviewed by the Women's Wear Daily of the United States and discussed the strategic changes of the brand in the past two years.

The picture shows Marco Bizzarri, current CEO of Gucci, and Alessandro Michele, creative director

　　Marco Bizzarri recalled that since taking over Gucci two years ago, Gucci has achieved a qualitative leap and become the most popular consumer among millennials Luxury brand And become the main driving force for the performance of the parent company Kaiyun Group.

For such achievements, Marco Bizzarri said that no matter the successful transformation of product design, packaging, store display or digital marketing, it is inseparable from the tacit cooperation of Alessandro Michele, the creative director he promoted.

Therefore, in order to better support Alessandro Michele, Gucci's new headquarters in Milan has been fully handed over to Alessandro Michele created freely and was regarded as his personal exhibition hall. At the same time, Gucci is building a shoe and leather goods manufacturing factory in Scandicci outside Florence, Italy, which is expected to be put into use at the end of 2017.

　　Marco Bizzarri explained that compared with the past, Gucci now focuses more on producing fewer but more sophisticated products, especially shoes and leather goods. Last year, the sales of leather products accounted for 55% of the total sales, while the sales of shoes accounted for 17%, which is the main source of revenue for the brand.

In addition, the complexity of product design is also conducive to increasing the difficulty of counterfeiting to combat the fake market. Marco Bizzarri revealed that he was working with Alessandro When Michele met for the first time, they had reached an agreement and believed that Gucci's brand logo still had great value, but it should be combined with product design in a more modern and local way.

Some analysts believe that the inspiration of Gucci's 2017 fake series advertising blockbuster is the Chinese Lunar Year of the Rooster.

Under the innovative transformation of Alessandro Michele, today's Gucci The logo has been linked to the animal world. Whether it's bees, lions or tigers, consumers always think of Gucci first when they see these patterns. By combining the brand logo with complex processes and innovative fabrics, the process difficulty of Gucci's new product design and manufacturing has been greatly improved, and the product identification has been improved.

When talking about Gucci defeating luxury brands such as Chanel and Burberry at one fell swoop and being rated as the most successful brand in luxury marketing by Luxury Daily in 2016, Marco Bizzarri mentioned Alessandro Michele again, saying that his romantic marketing for Gucci is also the key factor for the brand to gain support from many consumers.

The picture shows Gucci 4 Rooms exhibition held by Gucci in Ginza store in Tokyo. Unlike other brand exhibitions, Alessandro, creative director of Gucci Michele invited four well-known designers to integrate Gucci's brand elements into four different themed installation spaces, making it more like a new installation art exhibition.

Gucci launched a series of art activities to deconstruct these themes last year to let consumers better understand the design concept and inspiration of Gucci's new series, such as Gucci Garden, Gucci 4 Rooms and Gucci Ghost have been highly recognized by consumers.

　　Marco Bizzarri said: "The world is changing very fast. Our goal is to stay ahead of consumers, so we have always attached great importance to the development of sales channels." Due to the explosive growth in the information volume of online platforms and social networks in the digital era, Gucci increased its investment in the digital field to 35% in 2017, and plans to further improve the brand in Europe and Asia, Especially the online sales platform in mainland China. Gucci's online sales in 2016 increased by as much as 20% year on year.

At present, in addition to its own official website, Gucci is also a luxury retail e-commerce platform Yoox Net-A-Porter (BIT: YNAP).

according to Kaiyun Group The latest fourth quarter and annual financial report data show that Gucci continued to perform well in the fourth quarter as of December 31, with sales revenue recording a growth of 21.4% to 1.342 billion euros, of which retail sales revenue grew by 28%. In fiscal year 2016, brand sales increased by 12.7% year on year to 4.378 billion euros, retail revenue increased by 14.8% year on year, and online sales revenue increased by 19%.

Among them, all categories of brands recorded strong growth, especially the handbags, shoes and ready to wear category, with double-digit growth of more than 10% in all regions except Japan.

　　Marco Bizzarri admitted in the interview that the development of the Japanese market has been lagging behind, and disclosed that the company's chief operating officer has set up a special team to visit Japan for this purpose, to focus on training the sales personnel in Japan to help them better understand and adapt to Alessandro Gucci in Michele era to keep pace with the overall development of the company. He revealed that the sales volume of Japan in 2016 exceeded 50 billion yen, or 443 million dollars, for the first time.

For the US market, which has been troubled recently, Marco Bizzarri said that he was not worried, but said that the new President Trump's appointment did bring uncertainty to Gucci's development in the region.

When talking about the tax policy to be implemented in the United States, he said that if the tax increases, the price of Gucci will certainly be adjusted, along with the brand's inventory in various regions of the world. In order to respond more flexibly to the changes in market demand and consumers, Gucci's management model will be more flat.

For the upcoming Gucci Autumn/Winter 2017 show, Marco Bizzarri refused to talk about too many details, but stressed that the combination of men's and women's clothing series is not to save money, but to consider the consistency of product display every quarter, and the traditional fashion week mode that is too clearly distinguished has become outdated.

It is worth noting that Gucci will be launched in September 2017 by Alessandro Michele personally designed the first female perfume, which further expanded the brand's market share in the perfume field, and was regarded as one of Gucci's key development projects this year.

There is no doubt that Gucci's design has succeeded in attracting Millennials who like novelty. In the fourth quarter of last year, the sales of Millennials in Gucci soared by 70% compared with the third quarter. two thousand and sixteen In fiscal year, Millennials bought almost half of Gucci's products.

　　Marco Bizzarri finally pointed out that the fashion industry is full of variables all the time. Traditions and rules will be overturned at any time. Consumers are the real leaders. "For me, Gucci will always be like a start-up to keep the brand lasting".

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