BIS report Gucci

1. BIS report Gucci
• Name: MEIQI ZHOU
• Student Number: 2358794

2. Introduction
Gucci, founded in Florence in 1921, is one of the world's luxury brands, with its unique creation
Italy and innovation, as well as superb Italian crafts world-famous. Gucci belongs to the Kering Group.
Kai Yun Group owns a number of very influential boutique, sports and lifestyle brands, fashion and
accessories industry leader.
In January 2015, Gucci's new chief executive, Marco Bizzarri, appointed Alessandro Michele as brand
new creative director who will be responsible for the design of Gucci's entire collection and for the
global brand image. The seemingly weird aesthetic of Michelangelo combines historic and
contemporary features, ranging from Renaissance architecture to punk rock, as well as the brand new
figures from the 18th century tapestries and screens on China's heavenly scenery technology. A series of
distinctive and contemporary romantic costumes and accessories are undoubtedly the result of their
aesthetic; while the store presents Michelangelo's creative concept as a dreamlike. (baidu, n.d.)

3. Gucci brand fashion all along famed with high-quality,
luxurious, sex appeal at the world, with "of the identity
and fortune indicative" brand image makes rich
brownstone consumption favorited, has always been
business circles personage all along, fashionable do not
break decorous. Gucci is now the largest fashion group in
Italy. Fashion trends change rapidly! Since the mid-
1990s, the fashion world has seen few brands, but Gucci
is by far the hottest. Gucci with many brands, after a
period of brand is low, only gradually go back to the
international mainstream, actually Gucci the long
historical development, founder Guccio Gucci come into
contact with the rich gentry as early as in 1898 in
London, celebrities, and upright taste infatuate extremely
for them.

4. It has belonged to Tom Ford Company since 1980s,
and Yves Saint Laurent is belong to Gucci company, it
include the most of popular brand in the world.

5. History
From senior Bangkok handicraft centre of Italy to lead the global fashion super brand, from family disputes momentum
plummeted to Tom Ford took over after the rise of regeneration, Gucci from the cloud to the
bottom, then from the bottom to the story of the cloud, it is a legend.
Gucci founder Guccio Gucci was born in Florence in 1881 and worked as a bellman at the Savoy hotel in London. In
1921, Guccio Gucci returned home to Florence and opened a shop selling leather and horse gear. As the business
expanded, the new storefront opened in Rome's famous Via Condotti. Although leather raw material was lacking at the
time due to the war, Gucci was timely creative and mass-produced cloth bags, which were very popular. In 1939, the four
sons of Gucci joined, and Gucci was transformed from a personal career into a family business. In 1953, the first overseas
branch opened in New York's 58th avenue, and Gucci became an international brand. It is worth mentioning that Gucci is
the ancestor of the brand of today's products. In order to guarantee the quality, Gucci printed the brand name on its own
products, which is the first innovation in the world fashion history.
Since its inception in 1921, Gucci has been walking the aristocratic line with a luxurious and slightly tough manhood.
1947 Gucci bamboo package in hand, then, with founder initials classic double G logo, line with red and green streamers
of canvas bags and leather goods were established, and Louis Vuitton, Gucci become the world's most often fake
commodities. The Moccasin shoes, designed by Grace Kelly for Grace Kelly, have been well received, and the wearing
of Gucci has already represented a social status and symbol.
The rapidly growing business of Gucci did not go smoothly. After the 1970s, the company struggled to cope with the
problem of counterfeiting and the struggle of family interests, which brought the whole enterprise into a mire of
difficulty. In 1993, the third-generation successor, Maurizio, sold off Gucci until his predecessor, Domenico De Sole,
welcomed Tom Ford as design director. Tom Ford once said: "when it comes to Gucci's history, it's impossible to skip the
movie stars and party celebrities, and I want to create the 1990s version of this history." In 1995, Tom Ford chose to
show his sexy fall collection for Gucci on the stage with a minimalist but extremely provocative image. The show
unprecedented success in the global sparked panic buying Gucci, Ford, completely changed the past ornate style Gucci,
injection sexy gene, make almost become today's most sexy brand Gucci.
In 2004, milan's autumn and winter Gucci Tom Ford's farewell show, with a glass of whisky in his hand, greeted the
audience with a cool, relaxed look, as he did for Gucci. (Fashion TV F-Flix, 2016)

6. conclusion
In conclusion, we can know and learn that the commerce market have most rick, which
includes market competition, the taste change of market, and the effect of global economy
fluctuate etc. so the businessmen not only assume the ricks in commerce market, but also
they should have more way to solute them, such as expand the market, found a special taste
in the market, and cooperating with other company etc. cooperating is a very popular way
that it has been taken by many company in recent years, because this way can have more
power to deal with the challenge and rick in the market, Tom Ford was acquiring Gucci
corporation that is an success example for company cooperation.

7. Bibliography
baidu,n.d. gucci. [Online]
Available at:https://baike.baidu.com/item/%E5%8F%A4%E9%A9%B0/2709777?fr=aladdin
[Accessed22 January2018].
Baidu,n.d. Gucci. [Online]
Available at:https://baike.baidu.com/item/%E5%8F%A4%E9%A9%B0/2709777?fr=aladdin
[Accessed23 January2018].
FashionTV F-Flix,2016. The Story of Gucci. [Online]
Available at:https://www.fashiontvplus.com/video/the-story-of-gucci/
[Accessed23 January2018].
Morgan Harrison,2017. Forever21 Slaps Gucci with a TrademarkLawsuitBeforeGucci can Get
Them!. [Online]
Available at:http://mefeater.com/forever-21-gucci-trademark-lawsuit/
[Accessed22 January2018].