About the same time, American first lady and fashion icon Jacqueline Kennedy was seen carrying a Gucci bag, helping to further popularize the brand. The bag was later named the Jackie and became one of the 1970s’ most-photographed bags. The early 1960s also saw Gucci adopt the now famous double-G logo, designed by Aldo Gucci, and open a store in Paris. In the 1970s Gucci opened stores in Tokyo and Hong Kong alongside a second location in New York. As mentioned before, many high-end fashion houses serve a particular audience. Luxury brands create high quality, luxury products KNOWING this is what their ideal customer wants and will pay for.
In 1979, Aldo made the ‘Gucci Accessories Collection’, or ‘GAC’, which was meant to increase sales for the Gucci Parfums sector, which his sons controlled. GAC sold small accessories, such as cosmetic bags, lighters, and pens, which were cheaper than the other items in the company’s accessories catalogue. Aldo gave control of Parfums to his son Roberto in an effort to weaken Rodolfo’s control of the overall operations of the company. The Gucci logo could perhaps be regarded as the most recognizable in terms of luxury branding. Aldo Gucci, son of the fashion house’s founder Guccion, joined Gucci in 1933 and designed the logo for his father. The use of the two G’s is in direct reference to the initials of Guccio Gucci himself – an artistic and memorable way to make the founder’s significance represented in a visually timeless manner.
He was the son of actor Rodolfo Gucci, and grandson of the company’s founder Guccio Gucci. On 27 March 1995 he was assassinated by a hitman hired by his former wife Patrizia Reggiani. The company made handbags of cotton canvas rather than leather during World War II as a result of material shortages. The canvas, however, was distinguished by a signature double-G symbol combined with prominent red and green bands. After the war, the Gucci crest, which showed a shield and armored knight surrounded by a ribbon inscribed with the family name, became synonymous with the city of Florence.
The 1980s were particularly tumultuous for Gucci, as long-simmering family feuds came to a head. In 1980 one of Aldo’s sons, Paolo Gucci, attempted to launch new fashion lines using the family name. Other family members were enraged and filed a series of lawsuits to prevent Paolo’s offshoot from being recognized. Although his plan was eventually blocked, the rift kicked off a series of increasingly public familial spats. In 1982, a year after Gucci’s first fashion show, Paolo filed a $13.3 million lawsuit against five other family members after they allegedly attacked him physically at a board meeting.
Enter special sections, such as Gucci Places, to explore curious corners of the world, and Gucci Garden, designed with the creative spirit of the exhibit space in Florence. The real change for the brand occurred in 1990 when the wildly talented Ford entered the picture. Initially, the young designer oversaw Gucci’s ready-to-wear collection but became the fashion house’s Creative Director in 1994. He was murdered a few years later on March 27, 1995, as reported by People.
In 1921, Gucci’s first stores opened in Florence, where he founded the company. The boutique in Rome’s luxury shopping street Via Condotti opened in 1938. Gucci is an ltalian luxury fashion brand owned by Kering and founded by Guccio Gucci in Florence, Italy in 1921.
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