What Went Wrong at the House of Gucci
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Gucci's Struggle with Luxury Status and Market Positioning
This chapter delves into Gucci's challenges in maintaining luxury status amidst mass market accessibility through heavy discounting, exploring its blend of luxury and fashion trends that have made it vulnerable to changing consumer preferences. It discusses the brand's revenue implications and image erosion, tracing the transformation under a Texas designer's leadership, power struggles within luxury circles, and the shift in creative direction that reshaped Gucci into a Hollywood-embraced fashion-forward brand.
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