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Gucci was founded in 1921 by Guccio Gucci in Florence, Tuscany. Under the direction of Aldo Gucci (son of Guccio), Gucci became a worldwide-known brand, an icon of the Italian Dolce Vita. Following family feuds during the 1980s, the Gucci family was entirely ousted from the capital of the corporate by 1993. After this crisis, the brand was revived with provocative ‘Porno Chic’ props. In 1999, Gucci was acquired by the French conglomerate Pinault Printemps Redoute. During the 2010s, Gucci became an iconic ‘geek-chic brand.

In 2019, Gucci operated 487 stores for 17,157 employees and generated €9.628 billion in sales (€8.2 billion in 2018). Marco Bizzarri is CEO of Gucci since December 2014, and Alessandro Michele creative director since January 2015. Gucci may be a subsidiary of the French luxury group Kering.

1921 Gucci birth in Florence

The Gucci family claims its origins are rooted within the merchant city of Florence since around 1410. Guccio Giovanbattista Giacinto Dario Maria Gucci (1881-1953) left Florence for Paris and settled in London in 1897 to figure at the high-end Savoy Hotel. While working as a bellhop there, he would load/unload the bags of the hotel’s wealthy clients, learning about their tastes in fashion, quality, fabrics, traveling conditions… Then he worked for 4 years for the Compagnie des Wagons-Lits, the ECU rail company that specialized in upscale travel leisure, thus further enhancing his experience with luxurious traveling lifestyles. After WWI, he worked for the maker of fine luggage Franzi.

In 1921, Guccio Gucci bought his own shop on 7, Via della Vigna Nuova in Florence, Azienda Individuale Guccio Gucci,[7] where he sold imported leather luggage. He also opened a little workshop to possess his own leather goods made by local craftsmen. Eventually, a bigger workshop had to be acquired to deal with Gucci’s 60 artisans. In 1935 the invasion of Ethiopia by Mussolini led the League of countries to impose an embargo on Italy. Leather became scarce, pushing Guccio Gucci to introduce other fabrics within the composition of the products, like raffia, wicker, wood, linen and, jute. The rombi motif, a Gucci signature, was created. Gucci’s developed a replacement tanning technique to supply “cuoio grasso”, which became a Gucci trademark. In 1937, Gucci launched its handbags.

Guccio’s wife and youngsters all worked within the shop. Aldo, the son of Guccio, became increasingly involved within the family company since he started working there in 1925. He convinced his father to grow by opening a replacement shop in Rome (21 Via Condotti) in 1938 and launched more Gucci accessories (gloves, belts, wallets, keychains). During WWII, the artisans of Gucci worked on making boots for the Italian infantry.

The company made handbags of cotton canvas instead of leather during war II as a result of material shortages. The canvas, however, was distinguished by a signature double-G symbol combined with prominent red and green bands. After the war, the Gucci crest, which showed a shield and armored knight surrounded by a ribbon inscribed with the surname, became synonymous with the town of Florence.

Counterfeiting
During the 1970s, the explosive popularity of Gucci turned the brand into a major target of the counterfeiting industry. The Gucci workshops elaborated the brindle pigskin tanning technique that became a Gucci signature, and a tanning process difficult to counterfeit. In 1977 alone, Gucci launched 34 lawsuits for counterfeiting. By the mid-1980s, the brand was involved in “thousands of confiscations and lawsuits everywhere the world”.

On 5 November 2013, the UK’s property Office issued a ruling that Gucci had lost the rights to its GG trademark within the UK “to a version of the GG logo in four categories, which encompassed garments like bracelets, shoulder bags, scarves, and coats”. However, “according to Gucci, the ruling doesn’t affect the utilization of its GG logo within the region” because “Gucci is that the owner of several other valid registrations for this mark, including a Community Trade Mark (covering the ECU Union) for its iconic GG logo and people rights are directly enforceable within the U.K.”

In November 2008, the website TheBagAddiction.com was pack up after being sued by Gucci for selling counterfeit products. In 2013, Gucci cracked down on 155 domain names employed by counterfeiters to sell fake Gucci products. In 2015, Gucci’s parent company Kering sued the Chinese website Alibaba for listing tons of “obviously fake Gucci products” on its website.[98] In April 2016, Gucci’s anti-counterfeiting legal actions backfired when the targeted products were the paper-mâché shaped exactly like Gucci products and burned by Chinese people during the ancestral Qingming Jie tradition. In April 2017, Gucci won a lawsuit against 89 Chinese websites selling fake Gucci products. In October 2018, Marco Bizzarri warned the Chinese e-commerce giants Alibaba and JD.com that Gucci couldn’t company on their websites as long as they might not remove the various fake Gucci products out of their listings. In December 2019, Gucci sued three dozen websites selling fake Gucci products.

Controversies
In April 2016, the UK’s Advertising Standards Authority banned a Gucci online video ad because it starred an “unhealthily thin” model.

In February 2019, Gucci removed a black balaclava sweater with a rollup collar and a cut-out red-lipped mouth from its shelves after it had been compared to a blackface costume.[104][105] Alessandro Michele responded that his inspiration came from the flamboyant Leigh Bowery but apologized for the way it had been interpreted.To deal with this issue, Gucci launched the ‘Gucci North America Changemakers Scholarship’ program dedicated to foster diversity within the style industry with a $5-million annual fund to support non-profits and community-based programs involved “the African-American community and communities of color at large”. In May 2019, the Sikhs community in India criticized Gucci’s cultural appropriation of a spiritual item when the Italian brand commercialized turbans at $800 apiece.[108] In July 2019, Gucci appointed a worldwide Head of Diversity to deal with the brand’s latest issues with cultural diversity. In October 2019, Gucci launched a $1.5-million scholarship program for US students traditionally underrepresented within the apparel industry.

In May 2019, Kering agreed to pay a $1.25-billion tax settlement with the Italian fiscal authorities following Gucci’s tax irregularities during the 2011-2017 fiscal period.

During a September 2019 show that resembled a défilé of mental patients, catwalk model Ayesha Tan Jones delayed their hands on which “mental health isn’t fashion” was written, a reaction to the brand’s inappropriate commercial use of the imagery of mental disease.

Read more: https://en.wikipedia.org/wiki/Gucci

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