Brand Story: Italian International Brand Gucci Family

After writing so many brand-name stories, only the Gucci brand in Florence, Italy, has really staged a legend.

Bloody struggle has always been part of the Gucci family's heritage. Guccio Gucci, the founder of Gucci in 1920, opened his first clothing store in Florence, specializing in suede and horse-riding accessories. In the 1950s and 1960s, the Gucci brand became a splendid spokesperson and attracted a large number of customers including Grace Kelly and Audrey Hepburn. However, Guccio Gucci failed to get rid of his narrow minds of "home world" and introduced his sons to the company management. After his death, a vast battle of heritage began, brothers were crippled, tax evasion was imprisoned, and the family struggle in one scene after another became even more intense. Before Tom Ford was appointed as the creative director in 1994, the Gucci family had been bogged down in bankruptcy due to poor management. These scandals reached their pole in 1998: Maurizio Gucci, the last heir to the Gucci family, was murdered by his ex-wife.

To this end, members of the Gucci family have withdrawn from management of the brand, but has Gucci, who carries Italy's multi-year luxury honour, also disappear as the founder family collapses? At that time, the answer was almost certain, because the luxury brand's customers pay most attention to the innocence and noble background. The scandal-launched Gucci seems to have violated all the taboos in luxury brand management.

Perhaps it was time that made heroes. At the end of the last century, these precepts of nobleness and dignity were subverted, and the rebellious and decadent atmosphere was full of fashion. Tom Ford, a magical figure between businessman and designer, denied Gucci's original market position and replaced it with decadence and sensibility. It was not only suitable for social trends, but also skillfully changed the Gucci family's anger and resentment. Part of Gucci personality.

Among all the luxury brands, no matter how hard to add graffiti street features in their works, they still cannot elevate the image of “good boy” with a noble and clean background. Only Gucci is soaked in sin and blood, and it is completely broken and pure. This move is undoubtedly a sword-fighting striker, but Tom Ford gambled. After 10 years of hard work, Gucci is still an elite in the fashion industry and has won a unique trademark of “personality”.

To know Gucci, we must seize the three major brand marks. One is the "Double G" sign, with the initials GG logo under the name of the founder Guccio Gucci as the ornament shading, which has his mark on almost all products. Gucci trademark is mainly composed of green red, green, blue, red and blue colors, which imply the product's quality. The former represents natural leather while the latter represents dyed leather products. The use of bamboo Handles as the hands of the handbags was originally an emergency move because of shortage of supplies during World War II, and has since been transformed into one of Gucci's most classic designs.

At the end of 2004, Tom Ford left Gucci to complete the second song of this legendary brand. If Gucci family management under the Gucci is a typical wealthy dream, then Tom Fford ten years in Gucci is a classic case of marketing. It was too early to say that Gucci, who had just stepped into the new era, was too early to tell, but Gucci was destined to an extraordinary fate.