HISTORY OF THE BRAND

The History

Basic Timeline

1920-1921 Green and Red 1951-1953 Gucci founded becomes official

By Guccio colours. Guccio dies

Gucci and his sons takes

In Florence, over the business. Italy. First store Gucci goes is opened international opening first store in NY

1936-1948

First signature invented. Bamboo Bag created.

1966-1981

Flora print scarf designed for Grace of Monaco. First fragrance. Ready to wear focusing a lot on the flora print scarf.

1955-1963

Intertwined G’s become new Logo. First pieces of clothes are created and the Fifties Florence is renamed “The Jackie” after it is seen being used by Jaqueline Kennedy. 2015 Michele Is the new Creative Director

1985-1989

The famous loafer becomes part of the permanent collection. 50% of Gucci is

bought by Investcorp

2009-2011

Di Marco is the new CEO. Doors opened to the Indian retail market. 90th anniversary on the corner.

1990-1994

Tom Ford is Hired and appointed as Creative Director. Maurizio Gucci ends family relationship with the brand by passing the remaining shares to Investcorp.

2000-2004

LVMH tries to buy Gucci. De Sole and Tom Ford leaves the brand behind. A couple of new names appears, including Frida Giannini.

2005-2008

Giannini is the new Creative Director. Gucci signs with P&G for fragrance production and distribution. First TV ad directed by David Lynch. Giannini and Madona hosts an UNICEF event.

Tom Ford

Gucci becomes sexy. Maybe too sexy. But who cares, right? Ford proved that sex sells.

Sells boosts. Gucci is saved from Bankruptcy.

Frida Giannini

For the strong and Independent woman Who dresses for herself! Looked at the past but wasn’t stuck there.

Glamorous but nothing too extraordinary in the design.

Gucci gets involved With a lot of Charity projects.

The Present

Marco Bizzarri, CEO

Current Chief Executive Officer of Gucci. His career includes roles such as: Chief Executive of the Luxury-Couture and Leather Goods Division at Kering in Italy, Chief Executive of Bottega Veneta in Italy. But has also worked for other brands like Stella McCartney.

Alessandro Michele

Alessandro Michele joined Gucci in 2002. His previous house was Fendi where he was a Senior Accessories Designer.

The Gucci of Michele is gender blurring, lighter-pastel coloured and romantic. He is highly creative and forward thinking. His imagination is out of this world.

Michele is strengthening the “pop culture” position that Gucci conquered since the beginning. Michele divides the opinion of the costumers between “genius” and “Brand Identity Lost” but in the bigger picture he is being very well accepted and the numbers shows that is it being quite successful.