Modern Luxury How Gucci Rebranded, Refreshed, and Reinvented Itself Into a Cult-following

"Gucci is an iconic Italian luxury brand renowned for their leather goods and fashion clothing. After an extended period of tumultuous sales and decreasing brand equity due to poor creative direction, Gucci, under the reign of newly appointed creative director, Alessandro Michele, refreshed its brand and reestablished itself as the preeminent fashion-forward luxury brand. Prior to Michele's appointment, Gucci suffered numerous challenges to its relevance. Aside from the decline in luxury goods at the time, the brand struggled to remain on trend and in-demand due to a lack of innovation as well as the democratization of the brand's iconic products. Michele's "New Era of Gucci" explored themes of gender, modernity, and progressive ideals capturing the attention of a new fashion elite of millennials (born between 1975-96) and celebrities alike. Previous creative directors had neglected the Gucci logo, but Michele embraced it, making it a prominent feature in his collections, accompanied by other signature items of the brand. Gucci concept stores were also redesigned to provide greater cross-selling opportunities among ready-to-wear and other entry-level products. Ultimately, it is Michele's vision and innovation together with Gucci's DNA and heritage that strengthened the authenticity of the brand as the pinnacle of modern luxury."--Bloomsbury Publishing.