This Italian company has everything to become famous worldwide: a complicated corporate history full of intrigues and Italian passions, an article in the Guinness Record Book and the 45th place in the list of World’s 100 Top Brands. Yes, you’ve guessed – this is Gucci, the most recognizable Italian fashion brand in the world.
The company was created in Florence in 1921 by Guccio Gucci, who operated the company and managed it up to the date of his death (1953). Gucci and his wife Aida had 4 sons, which all inherited the company after their famous father. At that time Gucci was already a popular brand, famous for its clothes and – mostly- accessories and handbags, that were created, for example, especially for Grace Kelly or Jackie Kennedy. The company has expanded to the eastern markets and won popularity in the USA and Europe. But at this time of prosperity greed and passion overtook sensibility – and two Gucci brothers, Aldo and Rodolfo, each having 50% of the company’s stock, started to struggle against each other. Aldo became the owner of GAC, or Gucci Accessories Collection, that included also the perfume branch of the company. After the struggle Aldo won and became practically the only owner of the company (though his sons also took part in the management). At that times Gucci creates an unusual project - "Sportabout" station wagon, decorated by the company’s designers and highly fashionable.
Family rows led to the problems and loss of popularity, that was re-gained only during the short rule of Maurizio Gucci, who managed to overcome the company’s crisis, but did not manage to stay in the CEO armchair for a long time. With his leaving, the era of Gucci dynasty on the top of the company ended – but not the glory of their name.
Today Gucci possesses 425 (sic!) boutiques all over the world, having their headquarters in Florence, Paris, Lomdon and New Yoerk. It is one of the richest brands – at least, it has the turnover of $8.2 billion! Gucci is also one of the most recognizable brands, frequently used in the cinema, on TV and radio. For example, Gucci “stars” in the films, like Hitch, Monster-in-Law, Legally Blonde, The Devil Wears Prada, Epic Movie and Sex and the City: The Movie.
