“At that specific moment [after the kickoff of the pandemic], we wanted to take our time to design the new Gucci for the next five years,” said Bizzarri, explaining the company’s decision to take a step back from the traditional formats and schedules. “I don’t think that in the history of fashion there has been a label so strong to redesign itself without changing its creative director,” said Bizzarri, praising Michele’s talent.
At the same time, Bizzarri highlighted how the brand has entered a new phase not only leveraging a creative evolution, but also revisiting its distribution strategy, which, with the goal of “upgrading the brand,” he observed, led to a significant reduction of its global wholesale business, ending contracts with department stores, revisiting agreements with duty free doors and creating concessions within e-tailers.
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