Gucci

Gucci is a world-renowned Italian fashion brand founded by Guccio Gucci in 1921. Its product lines include fashion, perfume, leather goods, leather shoes, watches, ties, scarves, household items, etc. The Gucci logo is a pattern composed of two letters "G" , which are taken from the initials of the founder Guccio Gucci.

· Brand History ·

The brand founder Guccio Gucci (1881-1953) was born in Florence , Italy , and worked at the Savoy Hotel in London when he was young. While interacting with the upper class, he saw various high-end leather suitcases and became interested in them. After returning to Italy, he decided to switch to making travel bags and accessories.

In 1921, the brand founder Guccio Gucci opened a leather goods and luggage store at No. 7 Vigna Nuova Street in Florence , and officially established his own brand "Gucci" . The initial customers were mainly equestrian riders from Italy . In order to cater to the preferences of customers, Gucci designed a horsebit inspired by the horse bit , which is used as a decoration on leather shoes, belts, and bags. It has now become one of the brand's classic designs.

Due to the shortage of imported raw materials during the war, especially the leather needed for military supplies, Gucci tried to use special materials such as linen and jute as substitutes for leather. In 1935, Gucci used hemp fiber produced in Naples to make bags, solving the problem of leather scarcity; in 1947, Gucci launched a handbag with bamboo handles - the Bamboo bag , which replaced the original leather handles with bamboo, saving leather materials and full of oriental exotic style. It is one of Gucci's classic elements to this day.

In the movie "Journey to Italy", British actress Ingrid Bergman made a stunning appearance with a bamboo bag, which set off a fashion craze. British Princess Diana , Princess Grace , British actress Elizabeth Taylor and others all used it as a private outfit, and the bamboo bag has since become an enduring fashion item.

After Guccio Gucci passed away, his sons Aldo, Vasco , Urgo and Rodolfo inherited the company. The four of them each performed their duties and helped Gucci develop rapidly.

In the 1950s, Gucci designed a red and green canvas belt inspired by traditional saddle belts , which became one of the brand's most recognizable logos; in the 1960s, Gucci used the double G logo for the first time in belts and accessories . This logo originated from the initials of the founder Guccio Gucci , and was later combined with a diamond pattern made of dark brown diamonds to form Gucci's most well-known pattern design.

In 1960, Gucci launched a shoulder bag with a horsebit buckle . Former US First Lady Jacqueline Kennedy privately carried Gucci's shoulder bag many times, so Gucci took the opportunity to change its name to the "Jackie" bag, taken from Mrs. Kennedy's nickname "Jackie". To this day, the "Bamboo" bag and the "Jackie" bag are still Gucci's two most popular handbags.

By the 1970s, Gucci had rapidly expanded its international market, opening branches in Rome, Milan, New York, London, Paris, Tokyo, Hong Kong and other places, and gradually adding new product lines such as watches, jewelry, ties, glasses, etc. However, after entering the 1980s, Gucci gradually declined due to family infighting

. After falling into an operating crisis, Gucci became a listed company in 1982. The Middle East investment company Investcorp acquired 50% of Gucci's shares in 1989, and continued to acquire the remaining 50% of the shares held by Gucci family members in 1993. Gucci thus ended family management and completed its transformation into a modern enterprise .

In the mid-1990s, Gucci gradually emerged from its slump. From 1994 to 2004, American designer Tom Ford served as Gucci's creative director and Domenico de Sole served as president and CEO. The two helped the company return to its heyday with their respective business and design talents.

In 2004, the French Paris Spring Group (now Kering Group) acquired the Gucci Group and became the parent company of the Gucci brand. In the same year, Tom Ford and Domenico de Sole left the company after their contracts expired. Frida Giannini served as creative director from 2006 to 2015, and the current creative director Alessandro Michele has been in office since 2015.

·Chronology of major events·