Gucci, the illustrious Italian luxury brand, recently witnessed a significant shift in its marketing and communications landscape with the departure of chief brand officer Alessio Vannetti. This exit is part of a broader trend, as the company seeks to restructure its operations amidst troubling sales figures. Under the leadership of a new CEO, significant changes are being initiated as Gucci navigates evolving market dynamics.
Alessio Vannetti’s exit is emblematic of a series of high-profile departures that have occurred within Gucci’s marketing and communications departments. After a successful tenure as worldwide communications director from 2015 to 2019, Vannetti’s brief return to Gucci in 2023 followed the exits of several key figures, including former CEO Marco Bizzarri and top marketing executives Robert Triefus and Susan Chokachi. These drastic changes correlate with the anticipated debut of designer Sabato De Sarno, indicating a pivotal moment in Gucci’s narrative.
Over the last year, the brand has made concerted efforts to recalibrate and enhance its public image. Marketing campaigns have returned to an emphasis on foundational items that define Gucci’s heritage, such as the classic horsebit loafers and iconic monogram duffle bags. Additionally, exhibitions like the “Cosmos” retrospective in London and Kyoto spotlight the brand’s storied history, helping to reconnect modern consumers with Gucci’s legacy.
The arrival of Sabato De Sarno has seen the integration of a new visual identity, signified by the introduction of an oxblood color in campaign materials, packaging, and product collections. This strategic move aims to breathe new life into the brand while anchoring it in its illustrious past. Last month, Gucci spotlighted this direction through a striking campaign shot by renowned photographer Nan Goldin, featuring Debbie Harry, frontwoman of the iconic band Blondie.
Stefano Cantino, who joined Gucci as deputy chief executive officer in March, has been appointed as the brand’s CEO. With an extensive background in communications and marketing at luxury powerhouses like Louis Vuitton and Prada, Cantino is expected to bring a strategic vision to Gucci’s communications framework. However, many high-ranking positions within the organization currently remain unfilled, posing challenges as the brand seeks to establish a cohesive communication strategy.
The ongoing exodus of marketing personnel poses both challenges and opportunities for Gucci. In April, Ben Cercio, senior vice president of communications, left to pursue a venture of his own. Following him, Jonathan Kiman, the chief marketing officer, joined Burberry, and several others from the team have exited for new opportunities at brands such as Calvin Klein. The hiring of Davide Buzzoni—from Loro Piana—marks a recent attempt to fill the global communications director role.
In light of these significant transitions, questions remain regarding how Gucci will proceed in filling influential positions. Market speculation suggests that Valérie Lebérichel from Givenchy is being eyed for a major role in communications. Gucci has chosen not to publicly comment on the recent personnel changes but has acknowledged that the company is undergoing a substantial transformation. This evolution is not merely confined to branding; it extends to design, marketing, and logistical frameworks, which are all essential to reposition the brand effectively in today’s complex luxury landscape.
Gucci’s revenue trajectory provides further insight into the urgency of these changes. After experiencing a remarkable surge in sales from 2015 to 2019—fueled by Bizzarri’s leadership and creative vision under Alessandro Michele—the brand has faced stagnation in the years that followed. Recent figures indicate a downturn, with a concerning 20 percent decrease in revenues this year. As the Kering Group, Gucci’s parent company, prepares to report its third-quarter sales, all eyes will be on potential further implications for the brand’s future.
In conclusion, Gucci is at a crossroads, grappling with the twin pressures of reviving its appeal while managing leadership transitions. With a strategic overhaul under a new CEO and branding initiatives in motion, Gucci aims to reconnect its product lines with its storied heritage, providing a renewed sense of purpose as it moves forward.
