Why gucci. The history of the development of the Gucci fashion house

A bit of Gucci history
Born in 1881, the son of the artisan Guccio Gucci founded the Gucci House and opened saddlery stores in Florence in 1906. Guccio was involved in the production of leather goods at the beginning of his career. He started selling leather riders' bags in the 1920s, as his clients were using horses and needed great leather bags. In 1938, Guccio Gucci opened his first retail store on Via Condotti in Rome.

In 1947, the Gucci badge was quickly recognizable, at the same time a leather bag with a bamboo handle, which was fashionable for those times, was produced. In the 1950s, the red striped webbing appeared as a trademark, which were borrowed from his earlier work. This became the emblem of his leather moccasins.

Guccio Gucci created many of his early classics in the 1950s; such as luggage bags, ties, shoes and famous sports bags with bamboo handle. After his death in 1953, his family was able to lead the hugely successful company to new heights by opening stores in Paris, Beverly Hills, London, Palm Beach, and Tokyo. In the 1960s, this led to an increase in the glory of the Gucci empire. Hollywood stars such as Grace Kelly, Peter Sellers and Audrey Hepburn have made the Gucci name synonymous with chic. Jack Kennedy helped the brand when he was photographed with a Gucci bag on his shoulder, which would later become known as "Jackie O". The company later adopted a new "GG" logo.

But along with the fame and recognition of the brand, some shocks came to the company. Although Gucci products were considered a symbol of the status of the times, managers and family found themselves to be in disagreement and could not agree among themselves. Brother Maurizio Gucci took over and later sold the business to an Arab concern in the 1980s.

In the 1990s, Tom Ford, the new executive head of Gucci, brought Gucci back to the center of chic and is now a company with a range of products including leather goods, perfumes, colognes, cosmetics, footwear (including loafers with Gucci's distinctive ribbon), " Flora Foulard created for Grace Kelly by Rodolfo Gucci, suitcases, watches, jewelry, silk scarves, sporting goods, buckle belt (one with Guccio Gucci's initials, launched 1964), ties and glasses.

It is also necessary to mention Gucci Perfumes and Colognes for men and women.

The perfume was created in 1997. Gucci Envy by Gucci is a romantic blend of magnolia, jasmine, violet, iris, sandalwood, musk, vetiver and moss.
The Envy series continued with remarkable fragrances (2004) and (2006). In many ways, the initial and final notes are similar, but the final aromas are completely uniquely different.

Gucci was created in 1999. Rush is a blend of floral notes and spices including gardenia, sandalwood, vanilla, patchouli.

In 2001, Gucci repeated the success of Rush and released a new fragrance. This time it included: daffodil, lily of the valley, palm tree. Heart note: freesia, rose, gardenia. Final note: black currant, musk, oak moss.

Of the latest innovations, the following should be noted:

The fragrance of 2010 has managed to be liked by many as the fragrance of glamor and wealth. Guilty is a floral composition with notes of mandarin, pink pepper, peach, lilac, geranium, amber, patchouli.

For men, in turn, is popular. After all, he drives women crazy. It is enriched with masculine scents such as olive wood, violet and tobacco leaves, red pepper, myrrh and black tea. Although it was released in 2006, it is still popular and in demand.

Among the recent men's Gucci fragrances, one cannot fail to mention about. Launched in 2008, this fragrance has a truly masculine character. He, as the final touch, completes the portrait of a strong, elegant and confident man of today. The intriguing freshness of bergamot, the gracefulness of cypress and the noble tenderness of violets smoothly flow into the intoxicating essential aroma of patchouli, abra and elemi oils, and the sensitive trail of tobacco smoke will enchant and stupefy everyone who comes into contact with it

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In the modern world of fashion, the Gucci brand remains one of the most influential and respected. "Gucci suit" or "Gucci tie" sounds almost like a magic spell for those who can afford to buy something from this world famous brand. If you allow yourself to pay attention to how you look, then the Gucci brand is just the combination of luxury and kitsch that you need. Now the Gucci Fashion House produces not only shoes, bags, ready-to-wear clothes, but also perfumes - in a word, everything that is necessary for the average consumer from high society.

Gucci logo

The history of the House of Gucci, as it should be in Italy, is full of tragic and mysterious events and circumstances worthy of the great countrymen of the Borgia and Medici. Fatal destinies, civil strife, financial crises, ancestral curses - all this seems to have come from the depths of centuries. For almost a hundred years of its existence, the Gucci House has turned into a real colossus of fashion, a true fashion empire that knew the times of prosperity and oblivion. Now it is difficult to imagine that the brand, which is associated primarily with the glamor and chic of the aristocracy, was created by a simple Italian saddler, who at first made wallets and suitcases.
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Florence has long been considered a major Italian tannery center. Even in the Middle Ages, Florentine craftsmen were famous for their skill in the finest leather dressing. Guccio Gucci, the founder of the Fashion House, was the son of a Florentine artisan and inherited the secrets of their craftsmanship from their ancestors. In 1906 he opened a saddlery workshop in Florence under the loud name Gucci House. However, the workshop was soon closed, and Gucci himself worked for some time as a doorman in Paris, Florence and London. In 1920, at the age of 39, Gucci returned to Italy with a small capital of 30 thousand lire, for which he opened his own shop, where equestrian accessories were sold, which enjoyed great success. The business turned out to be so successful that after a few years Gucci was able to open another store, expanding the range of products produced by handbags, wallets and suitcases.
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In 1923 he started making leather jewelry for the "golden" Florentine youth. Moreover, the master was interested not so much in the product itself as in his own, not yet created, logo. Two intertwining G letters became for Gucci not only a good find, but also a talisman that brought him worldwide fame and wealth. The success of jewelry created under the La Gucci Vita brand was so overwhelming that orders for leather goods literally fell on the craftsmen. And a few years later, on the territory of the Apennine Peninsula, many leather goods boutiques appeared with a brand name, which gradually turned into a legend.
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The House flourished during the time of Mussolini, for whom the Gucci family designed one of his Florentine palazzo. By this time, the family became a company, and the company became a family, which allowed her to achieve success and conquer financial heights.
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In 1947, the company has its first icon products - a bag with a bamboo handle. This seemingly unremarkable bag has become a kind of fetish for many years thanks to its famous owners - Ingrid Bergman, Jacqueline Kennedy-Onassis and Grace Kelly.
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In 1953, the head of the House of Gucci dies, leaving his business to his sons - Aldo, Hugo, Vasco and Rodolfo. In the mid 50s. XX century. the company flourished, opening more and more branches and boutiques on both sides of the ocean - in London, Paris, Beverly Hills and even Tokyo.
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In the 60s. XX century. the famous loafer footwear model appeared - light moccasin-type shoes with studded soles. Gradually, the brand has become a symbol of luxury and respectability. And if earlier Gucci fans were exclusively avant-garde playboys, now they are joined by movie and show business stars. Jealous rivals considered Gucci to be the "protege" of the Kennedy couple, since Jacqueline had a personalized bamboo handbag that brought its creators worldwide fame, and John sported exclusive moccasins, now on display at the New York Museum of Modern Art.
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Thus, by the 50th anniversary of its existence, Gucci has become one of the most successful fashion companies in the world, with its clients the elite of society.
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Meanwhile, the company's success was the main reason for its rapid decline, as relations in the large family of Guccio Gucci's heirs escalated to the limit. The beginning of the end was marked by the opening of a new Gucci salon on fashionable Fifth Avenue in New York and a devastating scandal related to the publicity of Paolo Gucci, the son of Aldo, a number of documents exposing his father of financial fraud. An ardent supporter of Paolo was his cousin Maurizio, who in the future ousted his uncle and cousin from the family business.
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Italian-style family squabbles and disagreements in the company's management immediately took a toll on its earnings. By the beginning of the 80s. the financial situation has become almost threatening. To save the dying House, Maurizio Gucci took a strategically important step by selling 42% of the shares of a well-known Western company. In addition, he actively sold right and left licenses for the production of things with the famous logo. But, despite all the efforts, by the beginning of the 90s, the company still experienced several serious crises, and a complete collapse was avoided only by a miracle. The Savior was the Saudi Arabian Foreign Minister, the head of a large financial company and a passionate collector of expensive wristwatches. In 1993, he gained full control of the Gucci capital when Maurizio sold him his grandfather's business. Thus, by the 90s. XX century. the Gucci brand is no longer a family property. And in 1995 the adventurer Maurizio himself was shot dead in the reception room of the Milan office by a hired killer sent by his jealous wife.
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As for the company, its savior was the then unknown American Tom Ford, thanks to whom the Fashion House regained its lost positions on the world catwalks. And the new president of the campaign, Domenico de Sole, has begun rebuilding the business, with the Gucci brand as luxury items available only to the wealthy and famous. He was well aware of the problems the company had been facing lately: not enough fashionable stores and an abundance of cheap goods. De Sole and Ford managed to transform Gucci into one of the most powerful brands in the world. They managed to revive and modernize the "classics" of Gucci. The image that Ford created was best suited to the spoiled and eccentric Hollywood stars. Critics consider this policy "retro", but the designer indignantly denied such attacks and retorted, calling his style "pure fantasy."
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Obviously, the policy of the new president and artistic director of the company was correct, since already in 1999 Gucci entered the Guinness Book of Records in the category "The fastest rise of a fashion house". In a small article, it was written that within three years, Tom Ford turned this fashion house into one of the most popular in the world. Gucci's annual turnover increased from $ 250 million to $ 1.2 billion. In the same year, Gucci announced the purchase of Sanofi, the owner of Yves Saint Laurent, the soul of French fashion. In addition, he became the owner of the shoe company Sergio Rossi and the French company Boucheron, which produced exclusive jewelry.
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Today, economic strategy from Domenico de Sole is being studied at Harvard. Centralization and control are its main characteristics. Cut off the excess, ruthlessly throw away the ballast, find the most important thing in the brand and focus on this strong moment. It was this somewhat brutal approach that allowed de Sole to create an empire. For all the brands he acquired, from Gucci to YSL, he applied the same scheme: he minimized the number of licenses, revamped production lines and the distribution system. This approach did not give a quick profit, but it was the pursuit of quick money, according to de Sole, that ruined many good brands.
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However, an economic strategy in the fashion business is nothing without a designer. Therefore, the merits of Tom Ford are no less than de Sole. Tom Ford, who combines design and marketing talents in equal shares, initially played on the brand's scandalous reputation. Gucci quickly became popular with the provocative, teetering on the brink of foul advertising and the super-sexy outfits that Ford showed during the catwalk. Tom Ford disregards tradition and history. He does not perform neat resuscitation like Alber Elbaz at Lanvin and Christopher Bailey at Burberry. With an unwavering hand, Ford destroys everything old, except, of course, the name, and is actually building a new brand. At the same time, he controls not only the creation of clothes and accessories, but also monitors the interior of stores and the appearance of shop windows. All this is thought out by him to the smallest detail and serves only one purpose - to create a brand image.
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Since 1995, Gucci shares have been listed on the New York and Amsterdam stock exchanges. By 1999, the brand was doing so well that de Sole began to develop the company as a multi-brand. “If you're a public company, you have no other choice,” he says. "You need to increase your profits, and with one brand that's not possible." Since 2001, PPR (Pinault Printemps-Redoute) has been the largest shareholder of the Gucci Group (53.2 percent of shares).
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However, in April 2004, Tom Ford and Domenico de Sole leave the Gucci Group. They leave at their own request and by mutual agreement of the parties. They did not consider it necessary to renew their contracts and there were 3 vacancies at once: two in Gucci and one in Yves Saint Laurent. And if in YSL the situation quickly returned to normal, after coming to the post of creative director - Stefano Pilati, then in Gucci it was not calm for some time. First, the men's ready-to-wear line was headed by the Scotsman John Rae, and the women's line was headed by Alessandra Facinneti. But both designers did not last long in these posts, according to critics - due to the eccentricity of creative thinking, which does not fit into the framework of Gucci. At the same time, Frida Giannini also worked for the Gucci Group, creating accessories for this House. In February 2006, she was then assigned to become the new creative director and head of the House of Gucci, which she is to this day.
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The new motto of the House of Gucci - for modernity and novelty - is consistent with the spirit of its first owner, and now it is successfully embodied by his followers. Today Gucci is a chain of 158 stores worldwide, 73 duty-free stores and 275 departments in major department stores and shopping malls. These are large-scale advertising campaigns and a stellar clientele of the firm - Madonna, Tom Cruise, Sharon Stone, etc. These are spectacular and resonant fashion shows in the world of fashion in Paris and Milan. It is finally the third brand in Europe after Armani and Prada. The Gucci logo adorns not only leather goods and various accessories, but also 11 clothing lines, as well as shoes, watches, perfumes and furs.
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The legend of Italian chic, created by a simple Florentine saddler at the beginning of the 20th century, lives on and thrives despite all the hardships. However, no family member is involved anymore.
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Ask the most desperate fashionista about which bag she dreams of every night this season. We're willing to bet it's Gucci's Dionysus. Thanks to the extraordinary talent of creative director Alessandro Michele, the iconic label became even more popular, returned to the covers of fashion magazines and drove celebrities crazy. Surely someone, inspired by the new sound of the brand, pulled out from the depths of the closet a vintage grandmother's shopper the size of an impressive laptop (and someone always knew its price and did not lose it).

But such legendary brands do not become famous overnight. The history of Gucci dates back to the 1920s, so you can spend a lot of time studying it. We'll recap key points with a selection of 19 facts from the label's biography.

What do the two G's in the logo mean? It's Guccio Gucci!

Guccio Gucci began his journey in the fashion world with a suitcase craft

Guccio founded his empire in 1921 in Florence (Italy). Initially, the designer's job was to create suitcases, which is not surprising, because before that he served in London's Savoy Hotel ... as an elevator! At that time, he met gorgeous fashionistas (like Marilyn Monroe) and wore their suitcases, and later they already sported his accessories.

Gucci was inspired by horse racing

Horse harness - an unexpected source of inspiration

Surely now many will become very clear where the signature element of many Gucci accessories came from - it repeats horse bits and stirrups.

The first boutique in New York opened in 1953

This is how a crowd of fans greeted Grace Kelly at the Gucci boutique in Rome in 1959.

And it was the first ever luxury Italian store to open in the United States of America. In the same year, Guccio Gucci passed away, and the management of the fashion house passed to his four sons. Today the brand has about 550 boutiques around the world.

Gucci's iconic loafers date back to 1932

These trendy loafers have a long and rich history.

While modern examples of these incomparable shoes, worn on the feet of fashionistas, walk the streets of metropolises in extravagant fur trim, their classic great-grandfathers are exhibited at the New York Museum of Modern Art.

Canvas began to be used during the Second World War

Gucci symbol - red and green stripes - was born during the war years

Due to the scarcity of materials in wartime, the Gucci team was forced to replace the leather with cotton canvas. It was then that the brand's signature autograph was invented - red and green stripes.

Bamboo handles were born in 1947

Gucci's bamboo handles have stood the test of time and remain relevant to this day.

Casting and firing of this piece began in the late 1940s, and it still looks unusual and stylish.

The brand has repeatedly collaborated with car brands

Road decoration - a car decorated with Gucci paraphernalia

In the early 70s, Gucci was commissioned to improve the look of the AMC Hornet. The result is a luxury car, embellished with red and green stripes and the Gucci crest.

Tom Ford was the label's art director from 1994 to 2005

Tom Ford brings some American chic to the Italian brand

The designer has modernized Gucci and elevated the brand to the pinnacle of success with his groundbreaking American take on fashion.

Frida Giannini appointed Creative Director 2005

A woman on a ship - to success: Frida Giannini fits perfectly into the Gucci team

She started working at Gucci back in 2002. Then she was entrusted with the leadership of the women's line of ready-to-wear and accessories, but a year later a fragile, but very talented girl completely seized power in the fashion house.

In 1998 Gucci jeans hit the Guinness Book of Records

Jeans are all over the place: Gucci pays special attention to this irreplaceable wardrobe item

And this model was the most expensive pair of jeans: they were sold in Milan for a huge amount - $ 3134! The Gucci record was broken only in 2005 by Levi’s pants, which went to an anonymous collector from Japan for 60 thousand dollars. Subsequently, jeans in the Gucci lines were not embroidered or decorated as soon as possible (in the photo - a model from this year's intermediate collection), but the fact remains: denim has always meant a lot in the creation of Gucci women's clothes.

Gucci ranked 38th among the most valuable brands

Gucci is one of the most expensive or, better to say, valuable brands

This position was allocated to the brand in its list by Forbes magazine. The label is currently valued at $ 12.4 billion.

Gucci Group is not only Gucci

There are many famous brands under the wing of Kering.

The Gucci Group conglomerate, now called Kering, has brought together labels such as Bottega Veneta, Yves Saint Laurent, Stella McCartney, and Alexander McQueen under its roof.

In 2015, Alessandro Michele took over as the brand's designer

Alessandro Michele brings a touch of extravagance and extravagance to the Gucci house

Native Roman Alessandro was previously a senior accessory designer at Fendi, and also worked for the Tom Ford brand in 2002.

In the fall 2016 collection, Michele presented a new vision of the brand

Michele's versatility is revealed in his latest collection for Gucci

The first few lines were just a rehearsal. In the latter, Alessandro fully revealed himself (and Gucci along with him).

The label is open to the most unexpected collaborations

Haute couture + street art = friendship. Gucci Knows The Secret To Success Is Opening Up To Unexpected Partnerships

Michele created the 2016 fall collection with GucciGhost, also known as Trouble Andrew, a graffiti artist who hooligan painted shoppers, shoulder bags and even midi skirts.

Dionysus - the bag every fashionista dreams of

The Dionysus bag is a Gucci dream

The variety of variations of this accessory is enough: one bag is decorated with plants, another - with birds, the third - with insects. But each of them very quickly finds its mistress, be it a celebrity or a street fashion star.

Gucci dress obsession

In Jimmy Fallon's studio, Dakota Johnson "met" the perfect accessory for a Gucci dress

The dress from the spring 2016 collection managed to appear on the covers of three magazines, and TV presenter Jimmy Fallon was able to appreciate it live when Dakota Johnson came to his studio in just such an outfit. With the yellow phone on Fallon's desk, the dress looked perfect.

The brand has been cooperating with UNICEF since 2005

Gucci donates a percentage of its sales to a foundation dedicated to education, health and clean water for African children suffering from HIV and AIDS. In 2008, with this ad with Rihanna, the brand presented a new collection, part of the proceeds from which went to help those in need.

Gucci opens label museum in Italy

The doors of the Gucci house swung open in the distant 20s, and now it's time to open a whole museum

The Gucci Museum is spread over 1,715 square meters within the walls of the Palais des Commerce in Florence. His collection covers 90 years of the brand's history.

The Gucci house can be compared to a long-lived man - 90 years of bright and extraordinary life. But that is the difference between a fashion brand and a person: the former can outlive the latter by two, or even three times. Let Gucci survive at four. He has everything for this: the label is open to the most talented and extraordinary designers, he senses changes in trends, and most importantly, he knows how to remain the cherished dream of millions.

Gucci Is an Italian fashion house founded at the beginning of the 20th century and still existing today, known for its clothing, perfumes, accessories and textiles.

Aldo Gucci is a talented businessman and designer

Aldo Gucci is a follower of his father Guccio Gucci, who was the creator of the brand, who opened the store for the first time in 1938. Thanks to Aldo, the Gucci brand became world famous and began to produce not only bags and clothes, but also watches, ties and silk scarves. In 1942, the question of conquering America arose for Aldo, and in 1953 the first store was opened in New York on one of the main streets of the city, it was then that everyone learned what the two intertwined letters GG, which the entire fashion world worship today, meant. Later, stores were opened in Hong Kong, Paris and London.

Aldo Gucci was not only a great businessman, but also a good designer. It was thanks to him that the famous bamboo bags were born, which are still loved today. For Gucci, it was important that every woman could walk with a bag that his company produces, so it was proposed to make bags from such democratic fabrics as linen, hemp and jute, because it was during wartime that there was a shortage of leather and expensive fabrics.

One of the heyday of the company during the reign of Aldo was the years from 1960 to 1970. It is worth noting that during this period, under the Gucci brand, they began to produce perfumes, watches and fur products, and a little later the legendary moccasins with studded soles appeared. Thanks to the Kennedy couple, Gucci has become popular not only among artists and singers, but also among politicians. Moccasins were seen on John F. Kennedy, and Jacqueline was holding a bag with a bamboo handle.

Gucci brand symbols

Things you will never confuse with other brands:

- Striped green and red webbing (Web), which is usually found on bags, invented in the 1950s, referring to horse riding. Such stripes were used and are used to create bags, various accessories and shoes.

- The bag with a straw handle, created in 1947, has long been a symbol of the brand. Straw accents were later used in the creation of umbrellas and shoes.
- Scarf with Flora flowers, specially created for Grace Kelly. The story of the creation is simple: once Kelly visited the store and asked to sell her a beautiful scarf, but there was no such thing in the store, as Rodolfo Gucci thought. The very next day, a sketch was created, which is still used not only as a print for a scarf, but also for accessories.
- Diamante fabric - was invented during the war and was a diamond pattern. At first, it was used exclusively for suitcases, but in 2010 a collection of bags made of this fabric was released, which are still popular today.

Gucci: from the past to the present

Gucci is a family owned business that has been around for over 100 years. Despite all the ups and downs, the almost bankruptcy, the division of the state by the heirs, Gucci is still a symbol of fashion today, beloved by stars and ordinary people. The magic monogram with the letters G cannot be confused with anything, and all over the world this Gucci brand is symbolized with luxury and glamor.

Today, the Gucci brand is not owned by this family, but creative director Frida Giannini still draws inspiration from the past. So, the famous metal buckle from bags passed to shoes, bags with a bamboo handle are still being produced, when creating a collection of clothes, they are used, which were inspired by the Flora pattern, and stripes of bright colors remind of the stripes of the Web.

Gucci is one of the most famous fashion houses in the world. This brand belongs to the luxury segment and specializes in the production of suitcases, bags, clothes and perfumes. It is part of the French holding Kering. Gucci managed to win fans all over the world and declare himself as the most expensive, prestigious and popular brand. The only fashion house that has been able to surpass it in terms of sales is. Even in 2017, Gucci continues to maintain its leadership position and delights regular customers with new trends.

Gucci fashion house

History

The history of the brand began back in 1904. It was then that the young and ambitious Guccio Gucci opened his first shop-workshop, where he sold things for equestrian sports. It is worth noting that Guccio was born in 1881 and from childhood was involved in the world of art and handicrafts. His father was engaged in the manufacture and sale of hats, and of course, he was able to teach all the intricacies of cutting and sewing to his son.

However, 23-year-old Guccio's first store was not successful. Due to poor trade and a quarrel with his father, the guy decided to go to conquer the capital of Britain. He settled in the legendary hotel "The Savoy". For 10 years of work, the man managed to try himself in the role of a bellhop, elevator operator and porter. However, during this time, Guccio acquired something more.

He noticed that rich guests always came with high-quality expensive suitcases, thanks to which the social status of a person and his financial condition were immediately clear. Working in London, the young man managed to accumulate 30 thousand lire, which he decided to invest in a new business.

Gucci returned to his homeland in Italy and opened a workshop in which he made things for jockeys and suitcases. This time, his strategy worked. He gave preference to only the best leather, from which he sewed the highest quality clothes.

Over time, legendary riders only wanted to ride in Gucci uniforms, which made the brand incredibly popular.

By this time, the founder had already managed to get married and become a father of 6 children. The four sons began to actively help Guccio in his workshop. The eldest son Aldo helped the brand become more recognizable. It was he who suggested to his father to use a logo that looks like two letters G, denoting the initials of the founder. In 1937, the modest workshop became a full-fledged factory. From that moment on, the family started making handbags and gloves.

In 1938, the debut Gucci store was opened in the heart of Rome, proudly located on Via Condotti. By the 40s, brand stores were located throughout the country. Aldo's son played a role in the brand's prosperity. He not only added new scarves and ties to his assortment, but also brought Gucci to the intercontinental market. Thanks to him, in 1953, the first brand boutique was opened in America, which was located on Fifth Avenue in New York.

In addition, Aldo contributed to the emergence of a handbag with a bamboo handle, which is loved by all ladies with exquisite taste. It was worn by both queens and famous actresses. The handbag has been improved and is being sold to this 2017 year.

And also branded items were often used in films. For example, in the legendary painting "Roman Holiday" Audrey Hepburn's neck is adorned with a thin Gucci scarf, and branded moccasins are visible on the legs.

Also incredibly famous is the handbag with a long strap, which in the future was called "Jackie-O!". It was this model that became popular thanks to the first lady of the United States, Jacqueline Kennedy, in honor of whom she received such a name. The family that rules Monaco was also delighted with this brand. During the prince's wedding, all guests received an exclusive headscarf from Gucci as a presentation, and the brand itself became a supplier to the royal court.

The split of the Gucci family

In 1953, the founder of the fashion house passed away, after which the sons Aldo and Rodolfo took over the management. Aldo continued to expand the business, so he moved to America. In addition, he managed to open boutiques in the capitals of England and France, and in the late 60s - in China, Japan and South Korea.

In the 1970s, numerous disagreements and quarrels between members of the Gucci family virtually bankrupted the company. Aldo took control of the management of the family business, while his brother Rodolphe had only 20% of the shares available. In the same period, the first gucci perfume was born. This unit was led by Aldo's son Paolo.

To support the new line, Aldo contracted with smaller firms that began producing various Gucci accessories. Other little things included pens, lighters, cosmetic bags, and more. They were incredibly cheap and didn't match the company's luxury status.

Such a wrong strategic decision led to the almost ruin of the fashion house. Ordinary people wanted at least a Gucci pen. Wealthy customers were outraged by the fact that this brand was no longer considered a luxury item, so they began to massively switch to other brands.

Family splits continued. This time, Paolo filed a lawsuit to reclaim part of the company, for which Aldo fired him from all posts. In retaliation, the son reported $ 7 million in tax evasion to the authorities, for which his father was sentenced to 1 year in prison. Later, Paolo sold his stake for 41 million and was no longer involved in the family business.

After Rodolfo passed away in 1983, his son Maurizio began to run the fashion house. During the years of his reign, the company suffered even more setbacks. Many Asian firms have amassed a fortune through the right to produce fake Gucci branded merchandise. Of course, the huge amount of fakes negatively affected the regular customers. In the late 1980s, it was considered bad form to wear Gucci clothes.

In 1993, Maurizio sold all of his shares to the investment company Investcorp. Since then, no one from the Gucci family has run the business.

Resurrecting the brand

In the mid-90s, Domenico de Soll became the head of the company. It was he who managed to revive the former greatness of the Gucci fashion house. It was no longer necessary to know how to tell the counterfeit from the original because De Soll revoked all trademark licenses. One of the strategically correct decisions was to hire legendary designer Tom Ford as creative director. It was Tom who was able to pay attention to the stronger sex, creating men's collections for Gucci.

It was this alliance that helped renew Gucci's former name. Tom Ford's incredible collections plus de Soll's clever marketing policy did the trick. Already in the mid-90s, Gucci was one of the most expensive and best-selling brands in the world.

In 2004, the PPR Corporation became the new owner of the fashion house. De Soll and Ford were no longer part of Gucci due to many disagreements over how the business was run. Tom's final show was the most successful in the history of the fashion house. By creating it, he returned to the origins of this brand - the attributes of equestrian sports.

Models and designers

Ford's place was taken by his student Alessandra Facchinetti, and Frida Giannini became the new accessories designer. In 2006 Facchinetti left the company due to disagreements with the management, and Giannini took her place. She spent 9 years of her life creating women's and men's collections for Gucci. However, in the current 2017, it will no longer please the new creations of the fans of this brand. In 2015, without waiting for her show, Frida quit.

Gucci is considered one of the best-selling brands in the world, so almost all modern supermodels dream of defiling at a show or becoming the face of a new collection. For example, she presented new collections three times, and was also the face of the legendary Flora by Gucci perfume.

In addition, the Russian supermodel was the face of this brand from 2005 to 2011. In addition to the fashion models, which also turned out to be, the brand was represented by such celebrities as Jared Leto, Jennifer Lopez, Drew Barrymore, James Franco and Chris Evans.

At the time of 2017, the creative director of the brand is Alessandro Michele. He changed his approach to fashion shows and was the first to decide to combine a show for women and men. For the first time, viewers were able to see such changes during the show of the fall-winter collection 2016-2017 in Milan.

The largest stores

One of the largest stores is located in Zhongshan North Road, Taipei, Taiwan. The boutique is a multi-storey building that is completely filled with the products of the legendary fashion house.

Unfortunately, not all boutiques are so majestic, but each of them exudes luxury and exquisite taste. We can recommend you a few smaller, but definitely worthwhile stores. For example, be sure to visit a Gucci boutique in Paris or Sydney.

In the summer of 2013, the largest men's boutique opened in Milan. It covers an area of ​​1600 square meters. In addition, there are also several stores in Russia that are worth seeing. Five brand boutiques have been opened in Moscow, as well as one each in Yekaterinburg, Samara, Sochi, St. Petersburg and Nizhny Novgorod.

Films

In 2013, actor James Franco presented his documentary "The Director" to the whole world, in which he told all the behind the scenes of the fashion house.

In addition, in 2016, Wong Kar-wai announced his desire to shoot another picture dedicated to Gucci. He plans to collaborate with Annapurna Pictures and wants to star in the lead role of actress Margot Robie.

Contact Information

• Official site: gucci.com;
• Instagram:@gucci;
• Main office: Milan, via Broletto 20.