French luxury group Kering is making efforts to take its Gucci sales to a new level. The label has been losing sales after the pandemic. It is no way near the stellar growth it exhibited during 2015-19.
The group came under pressure after Gucci’s creative director Alessandro Michele left the job abruptly two months back in November. There was immense pressure for a suitable replacement. It finally appointed Sabato De Sarno to head the creative department of Gucci.
Gucci accounted for two-thirds of Kering’s profit in 2021. The group expects that De Sarno, a senior fashion designer from Valentino, would revive the fortunes of its premier brand. Gucci’s challenge is reigniting heat while boosting timeless appeal. De Sarno must reinvigorate Kering’s prized Gucci brand, by sparking heat with a new direction. Market experts say it is a delicate task, given the emphasis executives have also put on the label’s timeless appeal. De Sarno’s challenge to generate buzz with hot new styles. This strategy has served the brand well in the past.
At the company’s investors’ presentation last year, executives emphasized that classics were a priority. In line with that Gucci has recently revived its bamboo-handle model handbag from 1947, as well as its over-the-shoulder Jackie bag from 1961. Gucci and other Kering brands are opening more US stores as sales in the country boom.
