How low Gucci brand launch brand to save-Gucci, the brand – the apparel industry
Gucci the legendary Florence, Italy, to expensive clothing famous, and it once had a nose-dive. Investcorp's acquisition had yet to get control of all of the shares, then began to persuade Soler left New York to Florence, Gucci Group's headquarters as the company's chief operating officer.
Gucci the legendary Florence, Italy, to expensive clothing famous, and it once had a nose-dive. Of the 20th century the seventies and eighties, due to mismanagement, Gucci brand lost its luster, often in a lot of junk products on the market even to a "Gucci" brand toilet paper, although this is mostly not the company authorization. Experienced may be the biggest ever rescue effort, to regain the lead Gucci fashion and well-respected position. Now, the brand is still being fashionable family of worship.
Negligent management of brand value fell
1921 years have witnessed the turn of the century London, the occasion of the living conditions of the high society in his hometown of Florence, opened his own leather factory. The plant previously produced factory shop and sell suitcases, handbags, saddlery and other products, as product quality, scale and gradually expand. The Gucci think if he can establish a kind of high-end consumer product image, the company may be more benefit. So he designed the plant's business plan. In 1937, Gucci's Arno River in central Italy, opened a larger factory. At this time, Gucci's products have adopted a unified trademark – a fusion of the horse, horse bit and stirrup designs. A year later, Gucci opened a shop in Rome, started in the bustling city to promote his products.
Mussolini came to power, the Italian involvement in the war, and Gu Qiao and did not let the factory shutdown, on the contrary, he let his sons – Aldo, Vaske, Ugo and Rodolfo, etc. – – began to interfere in the business. After the war, Italian-style fashion began sweeping the world, but also the birth of a number of Gucci classic products, such as bamboo handles of the bag and so on, these and many other products by Star Favorite.
During this period, Rudolf in Milan opened his own shop. In 1953, Gu Qiao died a year after opening in Manhattan, Rudolph has another new store. Here, the company will replace the closed capital trademark G, accompanied by red and green trim. Select the red and green because these colors are just the main colors on the flag of Italy, the company deliberately to highlight in Italy brand. 60's, Gucci Group, the speed of expansion was just as fast as the popular jet, and its branches to open in London, Paris, Chicago, Tokyo and Hong Kong, all over the world, while the followers of fame is also growing, including Elizabeth Taylor, Maria Callas, Audrey Hepburn and other superstars.
But did not last long, to 70 years, as Rodolfo and Aldo fight each other for control of the business, began to decline Gucci brand, many far from considering the franchise agreements and brand expansion plan will push Gucci mass market, even in a street hawker stalls on.
The next time, the ancient Medici family's third generation descendant maurizio all the major energy into the things outside the company, but when he was president of Gucci Group, Soler just take this opportunity to Gucci the United States branch, and other places of business gradually rationalized. Mandate that bad Proxy Agreements have collapsed, has been engaged in escalating anti-piracy operations. The company's sales and profits steadily rise, driven by Japan and Pacific Rim countries of sales growth, rising stars in these areas were abnormal for the pursuit of European luxury goods.
Soler was successful although not comparable with later achievement, but that time is seeking to invest in undervalued brand's market is undoubtedly of great appeal. In 1987, the wily Arabs support Investcorp from Ador and his family acquired 50% stake in Gucci. But the respected, financially-sound group did not immediately go to the cause of Gucci developed way.
1993 fiscal year, Gucci Group's loss of 32.3 million U.S. dollars, the second year, the company continues to incur losses, creditors flocked to, employee wages were owed. "In 1993, the company almost bankrupt. Investcorp was almost desperate, but struggling can not do anything, they had to Mauricio Gucci shares held by a full acquisition." Soler said.
Investcorp's acquisition had yet to get control of all of the shares, then began to persuade Soler left New York to Florence, Gucci Group's headquarters as the company's chief operating officer. Soler said: "I went to their office … … is also said to me: While you are U.S. citizen, but that is the Italian-born. Why is not willing to return to the motherland to see what can develop? Therefore, I came to Italy, the company was a mess. internal disputes repeatedly, but not everyone seems to backing small. which I have clearly, I know this company, after all, have been working here for many years. so I should know how should such a situation. "
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