Since the departure of Alessandro Michele, Gucci seems lost. To reinvent itself, the luxury brand will need to be crystal clear with its storytelling. Image credit: Gucci Gucci is now at a critical juncture. Here is what luxury brands can learn
Posted Bya Luxury Daily columnistOn In Apparel and accessories,Featured,Industry sectors | No Comments
Since the departure of Alessandro Michele, Gucci seems lost. To reinvent itself, the luxury brand will need to be crystal clear with its storytelling. Image credit: Gucci {"ct":"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","iv":"8c2bd15d0dd0cd1ca1d8b72b037f1bff","s":"dce5ea5a36432dbf"}