GUCCI brand history

Topics: Gucci, Florence, Italy Pages: 5 (1311 words) Published: November 30, 2013
Guccio Gucci was born to a family of a straw-hat maker in Florence, Italy. As a teenager he was an immigrant in London. At the end of the 19th ad the beginning of the 20th centuries London attracted a lot of creative and progressive people because it was one of the biggest megacities with urban infrastucture, industrialization and population over one million. Gucci was impressed with the luxurious luggage he saw urbane guests bring with them.

Guccio establishes his own store , that sells fine leather goods of high quality. This decision was supported by the following factors: distinguished materials and skilled artisans and favourable geographical location of Florence (historically, a lot of wealthy aristocratic families dwelled around Florence). Counting on the interest of the nobility in horse-ridding, Gucci started making his products with themes of horse ammunition, and the snaffle became the most recognized symbol of the incipient brand. Benito Mussolini, who came to power, assured: the new "government will provide complete freedom of private enterprise and abandon intervention in the private sector" [1] and it became a pushing point for private business.

Aldo Gucci, now working for his father, designs the first incarnation of the iconic double-G Gucci logo, inspired by his father’s initials and shape of stirrups. At that time a design school Bauhaus, which combined the principles of modernism and functionalism, influenced many spheres of life. It was a starting point for commercial art and Cucci brand development.

Italian dictator Mussolini orders the invasion of Ethiopia, leading the League of Nations to impose an international trade embargo on his country. Gucci was forced to branch out into other items: shoes, wallets, and belts. Leather supplies are short, so he begins making bags out of a specially woven Tuscan canapa, with a leather trim and printed with the double-G logo. To this day, the diamond-print Canapa bag remains one of the most instantly recognizable Gucci products.

Gucci business survived during times of Word War II due to their inventive and foreseeing policy. At the end of World War II, Gucci’s folding Suiter bags (canapa sacks with a built-in clothes hanger) become popular with the British military officers occupying Rome.

Gucci produces its first iconic bamboo-handled bag.
After World War II , countries the world over were rationing resources. That was especially true in Europe, where artisans at Gucci were being pressured to find materials that weren’t subject to restriction to use in their designs. Bamboo cane could still be imported from Japan, and Gucci craftsman developed a patented method to heat and bend the bamboo in such a way that it would retain its shape once cooled and affixed to a handbag.

After war international trade connections are increasing and Gucci represents its brand on European trade fairs. While on a trip to a London trade fair, he meets a Scottish tanner who will provide the brindled pigskin that will become another Gucci trademark. “The first spotted pigskin was actually a mistake,” fashion journalist Sara Gay Forden will later write.[2] 1952

Legions of wealthy American consumers were eager to spend their new income on status sybols. Gucci’s fine Florentine workmanship and equestrian details offered a taste of the exotic to the women who might only recently have traveled abroad for the first time. Aldo Gucci travels to New York with his brothers, they set up Guci Shops Inc., and open the first American store. The company enters the globalization process.

Gucci's founder Guccio Gucci dies and the company is split into three parts among his sons. Despite the conflict, this separation leads to brand's further development.

As Rome enters the Dolce Vita era of postwar prosperity (and the jet set descend on the city), Gucci builds a reputation as a favorite of European society. While...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Gucci Case Essay
  • Gucci Research Paper
  • Gucci Essay
  • Gucci Brand Management Essay
  • Successful Brand Leadership-Gucci Essay
  • History of Gucci Essay
  • Gucci Essay
  • history Essay

Become a StudyMode Member

Sign Up - It's Free