About the brand
Figure 1. Guccio Gucci in front of the first Gucci shop (WWD 2011)
The brand Gucci was brought to life when Guccio Gucci opened a small store selling leather goods, especially small luggage, in Florence, Italy in 1921, as Figure 1 shows (Forbes 2020). Today, Gucci is one of the most well-known and iconic luxury brands worldwide, offering a large variety of high end men’s, women’s and children’s fashion items, including shoes, apparel, jewellery and accessories, as well as flagrances, cosmetics and home décor. The company has a strong worldwide presence especially within the personal luxury goods market from 1996 to 2019 of 281 billion euros (O’Connel 2020). 5
