CORPORATE PROFILE Gucci was founded by Guccio Gucci in Florence, Italy in 1921. The brand is known for eclectic modern pieces that represent the pinnacle of Italian craftsmanship, unmatched in quality, attention to detail and imaginative design. Everything started when Gucci settled in London in 1897 to work at Savoy Hotel as a bellhop. There he learned about his wealthy clients’ tastes in fashion, quality, fabrics and traveling conditions. It was in 1921 when he bought his own shop in Florence selling imported leather luggage, and he also opened a small workshop to have his own leather goods fabricated by local craftsmen. Then in 1937, Gucci introduced its own handbags. During World War ll, Gucci artisans made boots for Italian infantry and due to material shortages, the company made handbags from cotton instead of leather. Between 1953 and 1973, Gucci opened its three US stores in New York, the first one was in 5th Avenue and 58th street, the second one in the Saint Regis Hotel and the third one on 5th Avenue and 54th Street. As a result this New York are was called “Gucci City” by local people. This era is known as Dolce Vita because everything was going well, the company started opening new shops around the world, for instance, in London and Palm Beach, also in Europe they opened the first
French store near Place Vendome in Paris. With Rodeo Drive’s store opening Hollywood stars were driven there to endorse the brand and it was for this reason to start launching Gucci’s first dresses. Furthermore, Gucci was one of the first brands who partnered with a car’s corporation, American Motors Corporation, and launched a Rolls-Royce luggage set. Between 1981 and 1987, Gucci’s trademarked sales reached about $400 million, and only in 1990 $227. The problem was that in 1980 Gucci’s position as a exclusive luxury brand was being affected due to mass-production. Currently, Alessandro Michele is the creative director of Gucci, he had been working for the brand since 2002. He introduced and mixed “a different Gucci” with a “sophisticated, intellectual and androgynous feel. Alessandro Michele pioneered the revival of Gucci. He revived Gucci classics like the double G logo the Jackie O. bag, and created iconic products like the Dionysus tote. With feminine menswear, a strong feminist stance and a “geek chic” style, Alessandro Michele presents a post-gender prop for Gucci.
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