Can Alessandro Michele Revive Its Brand?

Recently, the opening ceremony of the 2015 autumn winter fashion week in Milan was opened by Gucci. The Gucci released the 2015 autumn winter dress show. It is the first work of Alessandro creative director Gucci Alessandro in January.

Alessandro Michele is the creative director of Gucci in the criticism. Can he revive the Gucci brand?

This Gucci2015 autumn winter dress show is so concerned that there may be too many complicated factors behind it.

One is the Gucci creative director, Alessandro Michele, who took office in a tortuous way. Gucci was in a downturn. The whole fashion industry's public opinion hoped that Gucci could find more influential new creative directors. The rumor list was full of influential personages in the fashion industry, including Givenchy Riccardo Tisci, Bottega Veneta Tomas Tomas, zigzag and zigzag, and even once heard of the brilliant and brilliant return to take over as creative director.

"I don't know how to look at it," said a president of the fashion industry co operating with Kai Yun group, when asked about Gucci's appointment of Michele.

"I can't imagine it.

I didn't expect them to choose a nobody. "

Just the day before Alessandro Michele hosted the first show, the US New York Times published an article about Gucci CEO di Marco published an open letter saying that she had not left the Gucci voluntarily, suggesting that someone was trying to pull him off.

Last December, Patrizio di Marco and his wife, Gucci, the former creative director of Frida Giannini, left the fashion industry surprised.

However, under the noisy dispute and pressure, Alessandro Michele did not seem to disappoint everyone. He showed his talent in the latest 2015 autumn winter dress show.

He got inspiration from the works of Italy philosopher Giorgio Agamben, and brought a new design that is all over the world. Compared with the conservative and elegant style of her predecessor Frida Giannini, Alessandro Michele interpreted the meaning of the word sexy from a male perspective.

Lace perspective dress, pleated skirt, printed skirt, 70s style suit, retro bulky frame mirror, wool ball wool cap or beret.

Whether it is the choice of clothing style or color, like Alessandro Michele's unruly image, the first second is a melancholy debauchery girl. Next time you may see a young woman wearing a teacher's skirt or a woman wearing a military uniform.

In terms of color, although each color system is involved, in a timely manner, bright red, pink and blue have greatly reduced the saturation, which is more in line with the deep autumn and winter series.

And in January, Michele completed the design of men's wear day and night. The remarkable neutral style was quite different from that of former Giannini, indicating a new change in Gucci.

Alessandro Michele said in an interview: "I try to add some new romanticism to the brand, and these romantic inspirations come from the streets and lanes. I hope to express a completely new and relaxed way of dressing, and sexy must be intrinsic, because this is our own privacy.

From the words of the new creative director, we can see that Gucci is making bold changes and is being confused before it is abandoned.

Although the creative director Alessandro Michele has joined Gucci for 12 years, she is also a deputy of former creative director Frida Giannini.

But the industry behind all these changes is actually the current CEO Marco Bizzarri of Gucci.

Bottega Veneta CEO Marco Bizzarri took over Gucci CEO in January 1st. He worked in Kai Yun group for more than ten years. He is known as "the most outstanding growth story person in the luxury industry". Under his leadership, Bottega Veneta performance has been growing rapidly, exceeding the industry's estimate.

Fran ois-Henri Pinault, chairman of Kai Yun group, said that Bizzarri has the ability to inject new inspiration and strength into Gucci, and is responsible for promoting the brand to the new stage of development.

But in front of Marco Bizzarri, there is a difficult problem. The luxury giant cloud group announces the latest financial report in 2014, and its annual operating profit dropped by 5%, its brand.

In the fourth quarter of last year, it fell by 0.5% on a comparable basis, a six consecutive quarterly decline and a 1.1% decline in the 2014 fiscal year.

Compared with its Bottega Veneta, its revenue grew by 11.3% last year, and YSL's operating profit increased by 28.5%.

It really puts pressure on Gucci's performance.

Because of China's anti-corruption campaign, it is very difficult to revive the Chinese market.

In addition, the company personnel change frequently. As early as last October, Kai Yun group announced that it would reappoint the president of Gucci brand Greater China and fill the vacancy after Shen Xiangmei left office by Merinda Yeung, general manager of Taiwan Gucci.

Shen Xiangmei joined Gucci in September 2012 and announced his resignation only after 18 months of serving Gucci brand.

Gucci has been established for a century, but it has only become a major contributor to profits and income in the past twenty years.

20 in the early 90s of the 20th century, Gucci was on the verge of bankruptcy.

Gucci wants to rebuild

Brilliant, the brand CEO and creative director's tacit understanding is particularly important. We must introduce a better product that is consistent with the business strategy.

In terms of business strategy, Marco Bizzarr came on stage and moved repeatedly. In order to make Gucci return to the high-end line, it quickly abolished shops in low-end shopping malls.

Now the creative director's first show looks good. According to the data survey, 9 foreign fashion media have used the "Gucci new start" to do the title report. 68% of the media in the sample indicated the good performance and potential of Alessandro Michele.

In addition, Michele and Vogue editor in chief Anna Wintour also had initial contact, Anna Wintour's evaluation is very strange but very attractive.

But analysts are right.

Gucci's rapid adjustment is skeptical.

In a research report, Mario, an analyst at Bernstein, warned that in the difficult market environment, the revival and growth of Gucci will take time.

Michele, the creative director, has just begun to observe the impact of consumer acceptance and lagging consumer cycle.

We expect this impact to be the fastest in the fourth quarter of 2015, because the cycle of performance change brought by the new designer director will take at least 12 months.

But anyway, Gucci is in the new direction.