“We have become strongly dependent on millennials”, says Gucci CEO

Marco Bizzarri, President and CEO of Gucci, is the protagonist of the
second episode of “Polimoda Duets”, a series of interviews produced by
Italian fashion school Polimoda for its social media channels.

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In the video, Bizzarri comments on Gucci’s new wave of success under
Creative Director Alessandro Michele. The label has been Kering’s main
driver in recent times, with sales rising by a third to over 8 million
euros and operating profits jumping 54 percent to nearly 3.3 billion euros
last year.

Bizzarri noted that the brand’s business strategy, aesthetic and target
audience have changed considerably after Michele started his tenure. The brand now bets on a blend
of luxury and streetwear to cater for a younger consumer, as well as on
compelling storytelling suited for the age of social media. “The Gucci
customer has changed radically over the last 4 to 5 years because we have
become strongly dependent on millennials, who are warming to the lexicon.
Alessandro [Michele] turns to this new generation as well as Generation X
which is the one that is growing the most in the last period”, said the

Bizzarri also thinks the company was “lucky” to make such a change at a
time when the rest of the fashion industry was “quite sleepy”. He said:
“there was nobody that really tried to change the way things were being

Aware that trends come and go, Bizzarri said he doesn’t expect Gucci to
keep growing at 40 percent a year, as it’s not “realistic”. However, he
thinks the brand’s new aesthetic is “solid” enough to sustain satisfactory
growth for many years to come.

Watch the interview in full here:

Image: Gucci Facebook

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