Guccio Gucci, a young man, began his career at the Savoy Hotel in London. Although there he was both a waiter, a dishwasher, and an errand boy, Guchio had the opportunity to examine and study the expensive luggage (including the appropriate wardrobes) of wealthy hotel guests, thus forming his vision of sophistication and style. It was here that he had the idea of creating a fashion line, but it took a little less than half a century for the master to fulfill his dream.
The first step was a shop opened by him in Florence, specializing in the sale of bags and suitcases. Things were developing rapidly, and so Gucci soon moved to New York, changing his small boutique in Florence to a fairly large store on Fifth Avenue. Everyone soon started talking about Gucci (known mainly for soft leather shoes, bags and suitcases). The celebrities of that time – Grace Kelly, Sophia Loren, Sydney Poitier, Ronald and Nancy Reagan – spoke about him excellently, and with pleasure wore Gucci bags, shoes and scarves.
In 1975, the New York Magazine wrote an article about him in which the author called Gucci arrogant, arrogant, but at the same time – and patiently convincing customers to buy goods from him in stores again and again. Gucci was one of the first in the world of fashion to start handing VIP cards to famous clients, which opened access to the gallery of exclusive items.
But by the end of the 80s, there was little resemblance to the rapid “ascent” of the company. At this time, the company was managed by Aldo, the son of Guccio, but since he had more creative ideas than business qualities, the brand’s prestige gradually waned. The money in the company was melting. Correct the situation decided the grandson of Maurizio Gucci. With the help of lawyer Domenico De Sole, he replaced the already elderly Aldo and connected the investment company Investcorp to the management of the company. Maurizio had great views of the company, but, like his father, he lacked the ability to conduct business. And after 5 years of unsuccessful struggle to restore the brand, Maurizio sold the case to Investcorp. By the beginning of the 90s, the last member of the Gucci family left the bankrupt company. At this time, Domenico De Sole, who became chairman of the board of directors of the company, was developing the idea of attracting outside designers to the company. However, the choice fell on the 32-year-old Tom Ford (Tom Ford), who worked for 2 years in the design department of Gucci.
With the post of creative director, Tom Ford received complete freedom of action in the development of fashion trends – slightly risky, but at the same time, allowing to find new ways of development and attract customers. The first show in 1994 was not as successful as expected, but by the second show in 1995, Ford had already worked out his successful line by dressing supermodels in open satin shirts and velvet tight pants with a belt below the waist. The collection combined sex and an impulsive lifestyle. This is what attracted attention.
For several months, Hollywood stars – such as Madonna, Gwyneth Peltrow, Elizabeth Harley – began to dress only in products from Gucci. And Gucci bags and suitcases still being manufactured were sold out so fast that there were problems with the supply of new goods.
Even reaching certain heights, Ford continued to strengthen the Gucci brand in celebrity circles.Domenico De Solely everything in the company, right down to the external design of shops and office interiors, paid attention to the clothes worn by employees. He fully controlled all 11 types of products manufactured by the company. Ford created the world of Gucci.
In 1999, the company became the target of acquisition by the French manufacturer LVMH (Louis Vuitton Moet Hennessy). The only way out was to join the PPR group (Pinault-Printemps-Redoute) led by François Pinault. Terms of the deal included the takeover of Yves Saint Laurent (YSL). Now Tom Ford was the designer of two brands. Gucci soon acquired Boucheron, Bottega Veneta and Balenciaga, and also entered into partnerships with Stella McCartney and Alexander McQueen.
In 2003, Tom Ford and Domenico De Sole left the fashion business, and four new designers took their place. In the first collection of new authors, Ford’s style was still felt, but Tom himself, at the beginning of his career, also took some time to develop his own line.
Gucci’s sales are now at an enormous mark of more than € 214 million. The Gucci Group is the third largest fashion conglomerate in control of the brands Gucci, Yves Saint Laurent, Alexander McQueen, Bedat & Co., Boucheron, Roger & Gallet, Stella McCartney and YSL Beaute, and the young Italian Guccio Gucci’s dream of a world-famous brand in the fashion world came true.