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Gucci 86 years Luxury Road

Predecessor, the Ministry of Women's Design Director, Mr. Tom Ford, so sexy Gucci has created a myth of invincibility; the new design director of the Ministry of Women, Ms. Frida Giannini, Gucci is so much closer to itself. "I want to stay 'sexy' features, but it will not be less exaggerated way. I will 'exaggerate' the vocabulary word from the Gucci write off the table!" This is Frida Giannini'sFashionPhilosophy.

"From luxury cars in the cross-out woman,PartyQueen, these imaginary image of women, in my opinion not really want to buy the Gucci woman's image, that is more self-confident, full of fun and curiosity of a woman more easily impressed me. "Frida Giannini further explained.

Transformation to maintain their own style

Gucci BrandFashionAlways upscale, luxurious, sexy and famous, with "a symbol of status and wealth," the brand image of a wealthy upper-class consumer favorite.

80 years of luxury road, in the transform still retains its own style, has been the pursuit of upper-class social spending a hot topic.

From the late 40 century to 60 years, Gucci trotted out of the bag with a bamboo handle and gilded metal loop of the soft shoes, printingScarvesAnd a series of products, unique design and fine materials, it becomes a symbol of elegance and luxury for the time Jacqueline Kennedy, Sophia Loren and the Duchess of Windsor and other ladiesCelebrityRevered.

However, the real Gucci to create a splendid time in the last 20 years, it can not do without two important figures - Gucci'sDesignerTom Ford, and Frida Giannini. 1990 Nian Tom Ford at Gucci began as a women's departmentDesigner1994, was appointed as creative director.

Tom Ford for Gucci on the beginning of his re-positioning, Tom Ford changed the ornate style of Gucci in the past, so decadent and sensual shine, and bring "sexy" gene, from Gucci to create a myth of fashion, even today Gucci brand is still known as the sexiest. In March 1995, Tom Ford held his first fashion conference, at the press conference he let popularKateMarxism dressed in a simple style, full ofClothing, But with great sultry image appears in the T station, this conference a great success for Tom Ford and Gucci trigger off a global buying frenzy.

In March 2005, Gucci announced Frida Giannini as its design director of women's clothing, also covers all the wearJewelry线. Frida Giannini, who took over the baton from Tom Ford, but the people expressed doubts her ability, but the 33-year-old Frida Giannini is well aware of her predecessor, very confident to say: "What is the Gucci itself? Remember Tom Ford once likened his hands of the two brands - Gucci is sexy enough to allow a man a heart surging glamorous stuff, while the YSL is a candle that will have oil droplets in the ice-chest on a man sexy lady. I will now One of the aims is to get closer to the Gucci brand itself. "

Frida Giannini only 10 weeks to the conception and production of her debut, hard silkTrousers, Ultra-short hot pants, zebra-patterned jacket, as well as the winding-style dress antique printing design elements, etc. from the Gucci logo before the sexy design, some people can not help but worry that this approach for her would be successful, but Frida Giannini has not care about, "I want to stay 'sexy' features, but it will not be less exaggerated way. I will 'exaggerate' the vocabulary word from the Gucci write off the table!" from the cross-out luxury sedan in the woman,PartyQueen, these imaginary image of women, in her view not really want to buy the Gucci woman's image. But that is more self-confident, full of fun and curiosity of a woman is more likely to move her.

Frida Giannini confident in their own new ideas, Gucci has been the basic design elements into the contemporary and vitality. It is no longer part of Victoria Beckham such women's brand, it became like a personal friend, concerned about the conquest of the world's environment is better than a man! "I want to express, that belong to our generation, the gorgeous woman's wisdom. I believe in this new century , every woman pay more attention to their personal life. "Frida Giannini said.

"Frida Order Gucci's accessories had been revitalized." Current Gucci's CEO Mark Lee said, Gucci products in the world with good results.

The luxury of creating their own culture

In Tokyo's chic Ginza (Ginza) business district in 2003, Gucci opens flagship store here, causing consumer and industry concerns.

According to the Japanese Real Estate Institute released a report, where the premium for the 12,753 U.S. dollars per square foot, the store cost about 80 million U.S. dollars. Although the Gucci Ginza flagship store is the biggest investment in retail stores in one, but its real significance lies in the factLuxuryRetailers have begun to take a department store-style strategy.

This dazzling flagship store, decorated with gorgeous rosewood and travertine, the shop consists of three handbag departments, twoJewelryMinistry of Men's and women's department, Gucci offers a chocolate-coffee shop, an art gallery and an event hall.

"Desire for experience" and became loyal to the brand luxury consumers the primary factor. Mark Lee said: has its own cultural performance space, there are art galleries and bookstores, as Gucci goal.

Now, Gucci's flagship store in Ginza Museum of Art held a variety of exhibitions, such as the display Gucci85 anniversary of the yearbook the photos, which implies that what is obviously "Gucci is to create a taste, but also know how to appreciate culture."

Shopping is entertainment

Relevant laws in the field of luxury goods business to Devlin, said, "As art exhibition space, they do not big enough to play with the gallery the same effect. Which it indicates the original features - a Marketing Strategy nothing. "

Gucci flagship store of the "vertical structure" to enable the cafe and gallery high up, to encourage customers to move up through the store. Art galleries and cafes to form another attraction: as a newFashionFamily can contribute to the same volume of retail sales, a work of art exhibition or a set ofNewGucci chocolate, might also serve the same effect.

Luxury brand's business model is the same: you will be potential customers to stay longer in the shop, where they spend the greater the chance. Gucci has created its own luxury culture.

From the family business into the Group Development Strategy

Gucci was founded in 1921, this year Guccio Gucci learn from overseas experience in his hometown return to Italy, and in Florence opened its first shop. Florence, the main selling handicrafts made leather goods. In just few years, the Florence shop attracted many international customers with unique taste, which drives the success of an unprecedented rapid expansion of Gucci's business, and in 1938 in Rome, Via Condotti opening new branches.

With many luxury brands to maintain family traditions of different business models, Gucci Group's operations began to move toward the road.

In 1998, Gucci was European Press Foundation Award for Outstanding Company of the Year, and then, Gucci get PPR (Pinault-Printemps-Redoute) in facilitating the development, PPR invest 290 million U.S. dollars in exchange for Gucci40% stake in Gucci from the beginning of the Group Development process.

Subsequently, Gucci Group acquired Yves Saint Laurent Rive Gauche and Yves Saint Laurent Beauté's, Yves Saint Laurent Beauté's group owns YSL, Van Cleef & Arpels, Oscar de la Renta,FendiAnd Ermenegildo Zegna brands such as perfume series, the franchise; in 1999, Gucci Group acquired the Italian shoe company Sergio Rossi 70% of control; in May 2000, Gucci Group acquired the world's oldestJewelry, Watches and perfume brands Boucheron International SA, the same year in December, Gucci Group's acquisition of British fashion brand Alexander McQueen 51% of the shares and the U.S.WatchesManufacturer Bédat & Co .. 2001 Nian, Gucci Group and the Italian leather goods company Bottega Veneta signed a purchase agreement to a formal acquisition of the company's 66.7% (subsequently increased to 78.5%) of the controlling stake. In the same year, Gucci Group and Stella McCartney announced an agreement to jointly develop the Stella McCartney of the global brand name and to sell womanClothingAndAccessoriesMain. In July 2001, Gucci Group and the French fashion brand Balenciaga SA reached an agreement to acquire 91% stake in the brand.

Thus, Gucci a step by step to achieve its own group operations.

The Gucci brand has a diverse group a step by step develop and expand. However, Gucci Group, its core brand Gucci continues to play a leading role.