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).

Modern Glamour, redefining modern luxury, socially responsible in an eclectic, contemporary and romantic way, Gucci values tradition and heritage.

Gucci has a strong brand identity, the iconic GG gold logo on belts, bags or shirts or the horse bite loafers are signals to consumers that someone is wearing Gucci. The GG logo defined Gucci since 1960s, giving consistency to the brand, however the creative directors slightly fluctuated the style throughout the years, narrowing to one common aesthetic; sex appeal. Along with the visual patterns and logos, the high quality of the products and their trendiness and classiness make them timeless in the fashion timeline. Moreover, an important characteristic of the brand is keeping up with trends as the current CEO, Alessandro Michele, takes a genderless approach of fashion, making Gucci more creative and funky than any previous collections (Burzynski 2018).

It is essential to visualise the brand in different circumstances in order to fully understand it and Figure 2 shows Gucci as a person and as a product.