The House of Gucci on millenials

The House of Gucci on millenials

The recent "House of Gucci" thriller movie captured the rise of a fashion empire, through tales of manipulation and distrust, all rivalled under love. Most damming of all, the movie underlined a harsh vision of power, which was instrumental in the assassination of Maurizio Gucci, killed by his former wife. The movie outlines a success tale, and highlighted how the Italian fashion house had shifted cultures during the late 1980s, introducing a young Tom Ford, for the better.

As known currently, Gucci remains an iconic and growth driven brand which has maintained their rankings amongst the pinnacle of luxury fashion, highly endorsed by todays youth. Since the death of Mr Gucci, the brand went from part, a struggling enterprise, to a globally renowned symbol of designer wear.

So, how did the death of a fashion icon revive a declining Gucci? It's simple, innovation. In Mr Gucci's death, the Gucci family had been eliminated from any influence upon the company, having no shares and as such, any influence. They had also just assigned Tom Ford as their creative director, who hastily transformed the Italian clothing line to an elegant, yet socially unaccustomed brand. Ford embraced a nudist, appealing towards a younger, less conservative culture.

In his altered "sexy" look, Ford set the footprint for Gucci to embark on unparalleled growth, which has continued as of recent. This foundation which Ford had established remains prominent today, encapsulated in Gucci's 2018 market statistics, whereby the brand doubled their sales from the previous year. On top of this, consumers under 35 had accounted for a total of 55% of these sales, whilst luxury is generally tailored towards more older individuals due to high costs. 

Back to blog