Gucci Confirms New Creative Director
Alessandro Michele has been confirmed as the new Creative Director of Gucci. This appointment comes in the wake of the sudden departure of the previous Creative Director, Frida Gianni, earlier in the month.
Gianni, along with Patrizio di Marco, the former Chief Executive, were linked with falling sales last year. In October 2014, Gucci announced weak third-quarter growth. This was unexpected, because the brand had recently relaunched its luxury leather goods business. This is a high-end, high-profit area of the business, so strong growth was predicted for the quarter on the back of the relaunch. The relaunch was not as successful or profitable as predicted. Other areas of the business were also floundering during the quarter, leading to the poor performance of the business and subsequently Gianni’s departure.
Gucci recruited their new Creative Director internally, with Alessandro Michele having previously worked as an accessories designer within the company. His first task was to help produce a new line in just a week in time for a Milan unveiling; Michele’s new range was used instead of the selection that had been created by his predecessor, Gianni.
Sticking with Tradition in a Move Towards the Contemporary
The company is putting a lot of faith in its new Creative Director and is expecting a revival in the coming months. They are banking on Michele’s contemporary vision to move them into the future. As a brand, Gucci have always been forward-thinking and adventurous. They are banking on this reputation to ensure that their loyal customers will follow them into the future according to Michele’s vision.
Gucci and other leading fashion houses have a tradition of hiring for their top roles from within their own ranks. They like to have a proven body of work to look upon in order to ensure that the person they appoint is right for the job and shares the brand’s vision for the future.
Michele has been working for Gucci for 12 years. Having worked as a designer since 2002, he was promoted to the role of assistant to his predecessor, Frida Gianni, in 2011. His knowledge and experience within the company give him an advantage in assuming the role. He knows the design and production teams and how to get the best out of them.
Within the luxury goods market, rebranding, refreshing and revitalising a brand is a major decision. Gucci is clearly a well-respected luxury brand, so too much change would be a big risk. However, it seems that the luxury goods market is in the mood for a change. There were huge shake-ups in the leadership and direction of major players in the Swiss watch industry last year.