TABLE OF
Contents
1-2
The House of Gucci
3-4
The Gucci Brand
5-6
gucci mood board
7-8
GUCCI GRAM
9-10
EQUILIBRIUM
11-18
LOOKBOOK
The House of Gucci Guccio Gucci was born in 1891 to a craftsman and Millner; his family was forced to move to England for economic reasons. By the time he was a teenager, Guccio was working at the Savoy hotel as a bellhop. He became enamored with the gorgeous expensive luggage that belonged to the wealthy patrons. In 1921, the house of Gucci, a family-owned equestrian good and luggage store, was opened in Florence, and this iconic brand began its own story. Using the finest Italian leather, the brand’s focus was on making the best saddles and accessories for equestrians. Gucci became wildly popular with the English aristocrats, and they began to request more accessories. As the years went by, the House of Gucci gained a reputation of being committed to producing only top quality merchandise, and the label expanded by including handbags, shoes, patterned knitwear, and silk. After bringing his three sons into the family business in 1938, he gave them the task of bringing the house of Gucci to Rome and Milan. Towards the end of WWII, leather and other materials were scarce, so the Gucci artisans were scrambling to find other textiles to use. They began to work with bamboo, and that is how Gucci’s patented bamboo handles became synonymous with the Gucci brand. Shortly after, Guccios’s son Aldo, designed the logo of interlocking double g’s, to represent his father’s name, which has easily one of the world’s most recognizable brand logos.
When the name Gucci comes to mind, most fashionphiles conjure the image of excess that Alessandro Michele has dreamed up in the last few years. Or perhaps they think of Tom Ford’s scandalous silhouettes and shocking ad campaigns. But long before marquee designers were running the show at Gucci, the fashion house got its start as a humble leather shop. - Dena Silver, CR Fashion book
By the early 1950s, the Gucci brand opened its first international store in New York, and unfortunately, just fifteen days later, Guccio Gucci suddenly passed away. His brand flourished in America as American consumers, and Hollywood royalty couldn’t resist buying all things Gucci. IN the ’70s, Gucci opened its first store dedicated to only fashion, which officially launched it as a luxury fashion brand. By 1993 the Gucci family terminated their involvement with the brand, and Tom Ford, who had been overseeing the women’s ready to wear collection, took the official lead of the brand. He stayed until his abrupt departure in 2004, but not before he put his own twist of sexy and sophistication on the brand. Under Frieda Giannini’s leadership, the brand was brought back to its strong Italian roots. Enter the Millenials generation and Alessandro Michele, and the brand has forged down a whole new path. The story of the house of Gucci is an interesting one that keeps soaring to new heights!
ELIZABETH TAYLOR WEARING GUCCI BAG WITH PAUL NEWMAN
The Gucci Brand In an interview with BOF magazine, Francois-henri pinault, CEO of Kering,
our
parent
company,
boldly stated that “The DNA of a company
gives
you
the
ingredients to fill the story, but at
the
same
exceptional
time
you
need
innovation.
The
brand dna is symbols, icons, and visuals that have stood the test of time. If you think the style of the brand has to be respected, you will never move forward.”
Gucci honors the history of our brands’ identity, yet trusts that this
identity
will
be
the
springboard that allows creative freedom to propel the brand into the future. There are many things that
will
quintessentially typography, packaging,
always Gucci color
and
iconic
be (logo, palette, fashion
pieces) and the vision that was set forth many years ago. They shout out to the world this is undeniably Gucci.
Brand position
For the past several years, Gucci's brand equity has steadily risen, but in 2020 Gucci is the world's fastestgrowing luxury brand, with a brand valuation of $15.9 billion. With exciting innovations on the RTW runway in recent years, as well as collabs with musical artists such as Cleo Wade, Gucci Mane, and Harry Styles, not to mention the world's most famous mouse, Mickey, Gucci is taking the Millennials by storm. Couple that with the fact that Gucci's savvy use of digital marketing, it is safe to say that we will stay at the top for the near future.
G U C C I
RUNWAY
CRAFTMENSHIPÂ
T I M E L E S S
Store fronts
Beginnings GUCCI
T I M E L E S S
G U C C I
Sassy
Teen Magazine
#GucciGram Its a Milennial thing Gucci is doing "Gucci" these days! In case you don't know what that means, the millennials have turned a brand name into a feeling meaning good, excellent! To say that Gucci hit it big with the Millenials would be a massive understatement. In 2015, Gucci appointed a new CEO Marco Bizzarri, who brought on Alessandro Michele as the new creative director. Together they have created a lifestyle to people who want to emulate and are willing to buy a piece of. Even Millenials whose salaries aren't exactly on the level of the brand's price point, but still they buy into the brand, HALF the brand's sales come from Millennials who push the revenue up by buying accessories every year. This 100-yearold brand has become modern in so many ways, the least of which is their ability to tap into the enormous power of social media. Gucci collaborated with Instagram when it launched a social media campaign called #GucciGram. Michele asked 31 international artists to repurpose two of its motifs into works of art. Of course, many of its 21 million Instagram follows followed suit and engaged in the campaign as well. Brilliant, to say the very least. Now Gucci has a new legion of devoted consumers who want their lives to be "Gucci" too!
Gucci Equilibrium AS of last year, Gucci is the second most sustainable corporation in the world and the first in the fashion industry. In June of 2018, on World Environment Day, the house of Gucci launched
its
comprehensive
lastest initiative
a
called
Equilibrium! This initiative is meant to
connect
purpose
people,
through
planet,
three
and
pillars;
Environment, People, and New models of sustainable innovation. The first pillar, environment, Gucci commits to reduce environmental impacts by committing to a no fur campaign as well
as
understanding
that
packaging is part of the luxury experience but committing to way to make sure that whatever they use is sustainable. With the second pillar, the
focus
is
on
people
with
campaigns such as Fostering knowhow by sharing knowledge with up and coming students in the industry, as well as, Joy od humanity that has programs with UNICEF and more. The third
pillar,
forward
to
New new
Model
looks
innovations
efficiency in the industry,
of
“Gucci is committed to a culture of purpose putting environmental and social impact at the heart of the brand" - Marco Bizzarri , Gucci President & Ceo
L O O K B o o k
Runway looks
Magazine covers & ads
CELEBS IN GUCCI
leather goods
Make upÂ