By Inside Retail Asia
Sabato De Sarno, newly appointed by Kering to reinvigorate its prized Gucci brand, needs to spark heat with a new direction, analysts say – a delicate task, given the emphasis executives have also put on the label’s timeless appeal.
De Sarno, a senior fashion designer from Valentino, is tasked as creative director with reviving the fortunes of the brand that accounted for two-thirds of Kering’s profits in 2021.
An emphasis on classics was a priority outlined by executives at the company’s investor presentation last year, and Gucci has recently revived its bamboo-handle model handbag from 1947, as well as its over-the-shoulder Jackie bag from 1961.
But analysts say De Sarno will also have to generate buzz with hot new styles – a strategy that has traditionally served the brand well, compared to the path taken by some rivals that focus more strongly on signature classics, especially handbags.
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