There is some sad news for all the Gucci fans out there: the Italian high fashion label won’t offer sales for these 2015 holidays. Gucci’s Friday thus won’t be black this November, leaving with a sour taste in their mouth those who were looking forward to this cheerful occasion to buy some of Alessandro Michele’s Gucci must-haves at a discount. Why such a decision though?
According to Marco Bizzarri, Gucci’s CEO, Alessandro Michele’s first two Gucci collections won’t be marked down because of their increasing incomes. After facing some tough years, Gucci is, in fact, apparently living better times thanks to Michele’s unique Bohemian designs, and Bizzarri firmly believes marking them down could irreparably damage the image of the fashion house.
“First of all, I wanted to give the collection of Alessandro the longest-possible time at full price in the shop. It’s so new for our company; so new for him. I think it’s too early to put them on markdown now. Alessandro’s fashion show collection started arriving in August, so two months and a half later, I didn’t want to do this kind of action now. […] The full-price sell-through is super high, so even if I put them on sale now, the impact on sales would be tiny,” Bizzarri told The Business of Fashion.
Bizzarri also put a great emphasis on the label’s new younger audience, which, however, hasn’t made the House lose its lifelong estimators and clients. This bigger crowd of costumers subsequently led Gucci’s to almost not having any leftovers to markdown, besides those, which already are on sale in the outlets. These positive changes have also led the fashion house to make some costly investments, introducing new Gucci stores in Korea, New York and Hong Kong, as well as planning to launch new soon-to-be inaugurated concept stores all over the world.
Although highly disappointing for those who were waiting for Gucci sales, the brand’s strategy appears to be clear. Instead of decreasing its price tags, Gucci is increasing its audience’s expectations, building great anticipation on its forthcoming collections, also proving its much safer position compared to the previous, vacillating one.
“I think we are much safer now, because we have a pipeline of new product coming out in the following seasons that are so strong. From a business standpoint, I feel super confident… Maybe the risk is lower than what I saw in other companies, but it is a risk. It’s part of the game; it’s part of fashion,” Bizzarri declared.
Gucci’s headquarters seem thus to be willing to spend a lot of time on trying to understand what kind of services and attractiveness will make their brand look more appealing to its customers, hoping it will keep on increasing its incomes. It’s indeed a risky strategy, wherein the unknown future plays a bigger role than the more certain present.
Is this strategy going to work? We just have to wait and see what next year has prepared for Gucci. As for us, if not Gucci’s disappointing news, our Black Friday deals for 2015 would be just greater than ever!
Photo courtesy of Vogue