Gucci is well known for its brand logo that combines two “G “s. There are many people who have an elegant brand image of Gucci. In this article, I will explain the history of Gucci.
The Birth of Gucci
The founder of Gucci is Guccio Gucci.
The founder of Gucci is Guccio Gucci, who was born in 1881 and worked as a waiter in the most luxurious hotels in London when he was young. In 1901, he returned to his hometown of Florence, and in 1902, he founded the Gucci brand.
In 1901, he returned to his hometown of Florence. After being drafted into the army after World War I, he worked in a leather goods store and learned to handle leather goods. 1921 saw the start of a leather goods company, which took on the name “GUCCI” in 1923.
His first business was repairing bags imported from England.
It was at this time that he learned about the fragile parts of bags and how to make bags strong.
This was reflected in his techniques for making leather goods, and his high-quality products quickly became popular, leading him to open a second store two years later.
Incidentally, Gucci’s signature brand logo “GG” is the initials of Guccio Gucci. This is stamped on the products as a guarantee of quality. Gucci was the first brand in the world to sell products with the designer’s name on them, and Gucci is said to be the “founder of the brand.
The growth of Gucci
In the 1930s, Gucci opened new stores and did well.
Then, World War II broke out. During the war, cowhide became a controlled commodity, making it difficult to manufacture leather goods. Gucci, struggling to procure materials, turned its attention to coated campus fabric. Despite the fact that it was an alternative to leather, it became popular due to its “sophisticated and luxurious design” that only Gucci could offer.
It was also at this time that he invented the “leather-free handle” and released the “Bamboo Series” using bamboo imported from Japan. This became a worldwide sensation and was the catalyst for Gucci’s global expansion.
In the late 1940s, Gucci opened new stores in Paris, and in the 1950s in New York and Milan. It was around this time that Gucci’s famous iconic Shelley line (green-red-green) was born.
Still, Gucci’s growth did not stop there. When his son, who worked in the film industry, used Gucci products as props, the popularity of the brand spread among women. The brand became the go-to brand for Hollywood stars and other international celebrities, and Gucci’s status grew internationally.
Into the Dark Ages
After Guccio’s death in 1953, Gucci entered a period of turmoil. Family disputes escalated, causing the brand’s business to deteriorate. This continued until Guccio’s grandson’s generation, when Gucci’s management was finally transferred to Arab capital.
In addition to family disputes, the recession and the mass production of PVC products with the “GG” logo reduced the value of Gucci as a brand.
Thus, Gucci went from being a prosperous company to being in a serious financial crisis.
As a result, the company had to sell most of its shares.
Rebirth from the Bottom
Gucci was in a serious financial crisis, having adopted management strategies that undermined its traditional brand image, such as licensing, franchising, and low-price lines. In the midst of this situation, Tom Ford, who had been involved with the company as a designer since 1990, was appointed as creative director, and the situation recovered.
Ford developed a different management policy. He succeeded in bringing back into vogue the “Old Gucci” design, which was inspired by the designs of the 1960s to 1980s.
In addition, the mini backpack, a redesign of the traditional bag, became very popular. Ford was involved in all the design work, and the products were developed with a sense of unity. This led to the establishment of the “Ford Style”.
The company’s performance soared, increasing by 90% from 194 to the following year. It is said that the Gucci family’s fortune, which was on the verge of bankruptcy, was restored to $43 million (about ¥45 million).
The Gucci of Today
After being revived by Tom Ford, Gucci continued to grow. The new Gucci was born with Alessandro Michele as the creative director.
His designs are instantly recognizable as “Gucci”. He uses insect and animal motifs to increase the visibility of the brand. This design shows its power on social networking sites. It fulfills the customer’s need for approval, and at the same time, it serves the purpose of finding friends with similar tastes.
Michele proposes “elekazi” fashion, a fusion of American casual wear and elegance. He also developed designs that incorporate “Japonism,” and the new Gucci is said to be a fusion of elekazi and Japonism.
In addition, he released T-shirts and items with the brand logo printed on them; the brand logo T-shirts were very popular from 1980 to 1990.
The atmosphere of the 80s and 90s looks fresh to young people and nostalgic to celebrities. The casual atmosphere and easy recognition of the brand have made brand logo items a breakthrough.
Gucci has been committed to quality and design ever since it was founded. When leather was not available due to the war, the company used alternative materials, but the design did not compromise the sense of luxury and attracted people. Although the company fell into financial difficulties for a while, it succeeded in recovering from the bottom as a top brand.
Today, Gucci is the favorite brand of fashionistas and celebrities around the world. Gucci’s interpretation of the trends of the times is probably the reason why it is loved by people all over the world.