Star-Designer Strategy: Rebuilding Gucci with Tom Ford

Journal of International Management

Star-Designer Strategy: Rebuilding Gucci with Tom Ford

 

 

Objective: To study how Gucci faced a serious challenge of rebuilding the brand after its fall down.

Brief History

         Guccio Gucci opened a small shop selling leather goods on the via del Parione in Florence in 1923. He sold luggage imported from Germany and offered customers with repair services. As the luggage business prospered, he opened his own workshop to produce his own design. The business in the 1920’s created huge profit and success however in the 1930’s Gucci began to face some challenges when the sanctions imposed on Mussolini. He faced shortage of imported leather yet this challenge gave him innovated idea of using new materials such as canvas and produced small leather goods, wallets and belts that are still big part of the Gucci company.

Gucci became an internationally known luxury brand after World War II and over…

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