Gucci new creative director: the innovative company will win and always eat the old company will lose

On the 22nd, Gucci officially released the 2017 autumn and winter collection in Milan.

Under the reform of creative director Alessandro Michele, Gucci became the revenue pillar of Kaiyun Group. In fiscal 2016, Gucci's total revenue was 4.378 billion euros, an increase of 12.7% compared with last year. Now, Gucci and Yves Saint Laurent and Bottega Veneta have become one of the three brands that bring the most revenue to Kaiyun Group.

Prior to this, the eyes of the market and consumers mostly gathered in the new creative director AlessandroMichele. He also talked to the media about his experience after he became Gucci, but the brand CEO MarcoBizzarri rarely made special Speaking of Gucci.

However, before the release of the Gucci2017 Fall/Winter collection, MarcoBizzarri accepted an interview and talked about Gucci's plan, what is called "the future market needs", "why Gucci's design style makes this brand not afraid of fakes", "how to treat it because" Topics such as the emergence of new competitors in the development of e-commerce channels. Marco Bizzarri also said, "Gucci should develop like a startup."

We summarized the highlights of this interview, with the following key points.

1. "Gucci should go to express more new things"

"Our goal is to turn Gucci into the most anticipated catwalk on Fashion Week. The brand should be able to express more new things. I think this goal has been achieved last year.

2. "He understands that these designs, aesthetics and technology are what the future market needs."

“Michele Alessandro is getting more and more people's approval. We all say that we really should think about consumers and listen to consumers, but we can't listen too much. It's like when you want to change. You can listen to his own inner thoughts more. It is possible that you made a decision, but the market may take 18-24 months to really accept it. Michele Alessandro did what Gucci did. He used to I understand that these designs, aesthetics and technology are what the future market needs, not the current popularity. The current popularity is actually the past tense."

3. Leather goods are selling very well, Gucci is adjusting the supply chain

Last year, Gucci leather products accounted for 55% of total brand sales, while footwear sales accounted for 17%.

MarcoBizzarri said it is difficult to find enough leather suppliers to meet the ordering needs. “We are rethinking the supply chain to address these changes,” said MarcoBizzarri. To support Michele Alessandro's ideas, Gucci is already investing in new footwear and leather factories. The plant will cover an area of ​​378,000 square feet and will be completed by the end of 2017. He explained that Gucci is now more willing to produce fewer and more refined leather goods than in the past.

4. Gucci's current design style makes it difficult to copy

“When I met Michele Alessandro for the first time, I started talking about Gucci. We all believe in the power of this brand. You can't make this brand and the things it represents shame, but you have to show it in a modern way. Michele Alessandro The design mixes the entire animal world, bees, lion heads, etc., which makes these items basically difficult to copy. Because usually a brand's logo is well reproduced, but the craftsmanship and creativity through the fabric is very good. It's hard to copy. For me, this is also the added value of this brand - something unique and eye-catching."

5. In 2017, Gucci will continue to improve its communication in new media.

In the financial report released this month, the group said that it will continue to increase advertising investment in new media to attract millennials. This ratio will account for 40% of the group's advertising budget. For example, the best-performing Gucci this year invested in advertising in new media accounted for 35% of the budget.

In the 2016 fiscal year, sales of the Kaiyun Group e-commerce channel increased by 22% in the luxury goods category. Among them, Gucci's sales in the e-commerce channel increased by 20%.

6. "Now because of the development of e-commerce channels, some brands that you have not seen in your eyes have become your competitors."

“The world is changing so fast, we always value the e-commerce channel. Our goal is to stay ahead of consumers.”

“In the past, the threshold for luxury goods (or competitors) was very high. It’s just the case with store investment. Because there is no financial and store experience, it’s open in the gold business district of important cities.”

“But now because of the development of e-commerce channels, (this threshold has been lowered), some brands that you have not seen at all have become your competitors.”

Gucci is investing in its website and e-commerce channel. In 2015, Gucci launched the US e-commerce, followed by Europe and Asia. In the first half of 2017, it will start to do e-commerce in the Chinese market.

"From the perspective of e-commerce channels, the US market is the most important for Gucci. But the Chinese market is also very important in terms of the number of consumers and their love of buying luxury goods. Therefore, we must enter this market, and we must Successfully entered the Chinese market."

2017FREFALL

7.Gucci wants to increase sales in the Japanese market

Last year, Gucci's Japanese market sales exceeded $443 million, accounting for 10% of total brand sales. In 2017, Gucci hopes to see better results in the Japanese market.

“The Japanese market is slower to accept Gucci brand changes than other markets,” said MarcoBizzarri. He will also go to the Japanese market with the team to understand the situation, and cooperate with the department stores there to learn about Gucci's story through training sales to help consumers enter the new world of Gucci.

"So far, we have seen the change." MarcoBizzarri. He also believes that there is "a great potential" in this market. In July Gucci will renovate its flagship store in Ginza, Tokyo. So far, Gucci has refurbished 86 of the world's 520 stores to meet the standards of creative director AlessandroMichele.

8. "Innovative companies will win, companies that eat old will lose."

Overall, MarcoBizzarri saw a “slightly dull” market and he believes the gap between the companies will widen further.

"There will be companies that make a lot of money, and there will be a lot of companies that lose money. This is a mature market, and the company is fiercely fighting for market share. Those companies that are good at innovation and reform will win, and those will only go. Looking back, the company that eats the old one will lose."

9. Previously, Gucci did not attract millennials of consumers.

In 2016, for Gucci, the best performance was in the European market, with a 51% increase in sales in the fourth quarter. Of course, in the fourth quarter, sales in all markets are growing. Tourism consumption has driven the performance of the European market and the US market, but at the same time local consumption in these two markets is also picking up, especially the consumption power of young consumers.

“Millennial generation is an important consumer of Gucci. This is very special for us, because before this we are not very attractive to millennials,” said MarcoBizzarri.

10. "If you don't do this, how long will Gucci's reforms take to complete?"

Marco Bizzarri also talked about the story of the first series of Alessandro Michele. At that time, Gucci did not decide to pick some specific stores to test the water. Once the new series was released, it was placed in all the stores without discrimination.

“We didn’t know what the consumer’s reaction would be, but AlessandroMichele and I thought we shouldn’t do some special stores to test the water. Although it was risky at the time, but think about it, if you don’t, How long will Gucci's reforms take to complete?” MarcoBizzarri said.

11. “Men and women’s clothing is combined for a stronger expression than cost savings”

MarcoBizzarri also said that the men's and women's combined show is not to save costs, but too many shows will reduce the attractiveness.

12. "Gucci wants to run like a startup"

"We all know that the world will continue to change, and the rules of the world will continue to be overthrown."

Marco Bizzarri also said that when he works, it is like "every day is the end of the world." “Become a startup, not a company that has 11,000 employees who are successful and strong.”

Editor in charge: Yang Bo