gucci don't think the fashion schedule needs to be fixed

Ex-Gucci Creative Director Tom Ford might be sold on the new model, but owners Kering reject the see-now, buy-now model of fashion shows.

by Felix Petty
22 February 2016, 4:59pm

Responding to decisions made by Tom Ford, Vetements and Burberry to align their shows with the retail calendar and operate a see-it-now, buy-it-now model, today Kering's Francois-Henri Pinault said that immediate shopability "negates the dream" of luxury, and that waiting for collections to drop only helps to "create desire". He also spoke of the need for the runway as a "communications event". Kering, who also own Yves Saint Laurent, Balenciaga and Alexander McQueen, will only do what suits their "vision of luxury".

The strategy is certainly working for Gucci at present: under the vision of Alessandro Michele they didn't have to resort to mark down at the end of last season, and recently posted record breaking growth figures, proving that his creative reinvention of the Italian brand has won the hearts of the public, as well as the critics. 


Text Felix Petty
Photography Jason Lloyd Evans