After several years of sales declines and creative turnover, Gucci has launched a bold new strategy to revive its reputation and reconnect with younger consumers. The Italian luxury house, now under the creative direction of Demna and new leadership from Kering, is embracing a “see now, buy now” retail model that breaks away from traditional luxury timelines.
A Company in Crisis
It was not that long ago that Gucci was one of the most talked-about names in fashion. Under creative director Alessandro Michele, the brand embraced bold colors, maximalist design and gender-fluid collections that caught the attention of younger consumers and celebrities worldwide. But after Michele left the company in late 2022, Gucci has faced a steep decline.
Sales have dropped by around twenty five percent since his departure. Leadership has also been unstable, with four chief executives moving through the brand in under two years. This level of turnover at the top is rare for a company of Gucci’s size, and it shows how serious the crisis has become.
Parent company Kering, which owns Gucci, has made major changes in 2025 to try and save the brand. Luca de Meo was appointed as the new group chief executive and Francesca Bellettini took over leadership at Gucci. The most eye-catching change, though, is the hiring of Demna as Gucci’s new creative director. Known for his controversial designs at Balenciaga, Demna is expected to bring a sharp, edgy voice to the brand’s identity.
The Launch Before the Show
Gucci’s new approach is based on giving consumers immediate access to new fashion. Before Milan Fashion Week, the brand released images and videos of its newest collection on digital platforms, allowing fans and shoppers to see what was coming before it hit the runway.
Even more surprising, Gucci made these items instantly available in stores in cities like Los Angeles, New York and Tokyo. There was no waiting period, no six-month delay between the show and the store. Customers could walk into a boutique and buy the looks immediately.
This is a clear move away from how luxury fashion usually works. Traditionally, designers reveal their collections months in advance, and the actual products are delivered later. That delay helps build anticipation and keep products exclusive. Gucci is choosing speed and availability instead.
So far, the move appears to be working. Reports show that Gucci stores in Los Angeles saw a fifty three percent increase in foot traffic after the release, while New York stores experienced a nineteen percent rise. Those are strong early numbers for a brand that has struggled to attract attention over the past year.
Appealing to a New Generation
Gucci’s strategy is not just about speed. It is also about targeting a specific audience, mainly younger, digitally native consumers who expect brands to move fast and speak their language. Gen Z buyers in particular want immediacy. They want to see a product on social media and be able to purchase it straight away, without waiting for months.
To better reach this group, Gucci has also started offering more accessible price points. The brand recently launched a new version of its classic Jackie bag priced at two thousand euros, which is lower than past editions. While still expensive, it is more reachable for young professionals or aspirational buyers entering the luxury market for the first time.
By mixing fast product access with slightly more affordable items, Gucci is creating a new kind of luxury, one that is less about tradition and more about immediacy, identity and digital culture.
Gucci’s new approach is bold, risky and very modern. The brand is betting that younger consumers want fashion on their terms, instantly available, digitally delivered and priced with entry-level options. Early signs indicate that this gamble could pay off, but the brand must be cautious not to lose what made it luxurious in the first place.
Written By: Mia Quisumbing
Published On: 10th October 2025