Reviving legacy through modern strategy and youth-centered innovation.
This comprehensive strategy project analyzes the trajectory of Gucci—one of the most iconic fashion houses in the world—as it navigates shifting consumer expectations, generational change, and evolving global markets.
Conducted as part of a strategic management capstone, this analysis examines Gucci’s internal challenges, brand equity, and competitive position within the luxury industry. It also explores actionable strategies to revitalize its appeal among Gen Z consumers, expand into emerging markets, and balance its heritage with contemporary relevance under the creative direction of Sabato De Sarno.
With deep dives into market data, consumer behavior, and fashion trends, our recommendations centered on youth-driven product lines, digital marketing initiatives, and global expansion tactics designed to sustain Gucci’s legacy while setting the stage for long-term growth.
Problem
Despite being a legacy fashion powerhouse, Gucci has faced a decline in sales and consumer engagement in recent quarters. Key challenges included:
Diminished desirability among younger consumers
Inconsistent global branding
Over-reliance on heritage without sufficient evolution
Insights
Luxury consumers—especially Gen Z—are purchasing earlier, influenced by social media, identity expression, and brand alignment with values. Gucci’s opportunity lies in:
Bridging heritage with relevance
Leveraging digital-first branding
Expanding to underserved but style-conscious regions (e.g., South Asia)
Strategic Solutions
1. Youth-Centric Product Line
Launch a sub-line inspired by HEAVEN by Marc Jacobs and Tom Ford-era aesthetics
Focus: streetwear, genderless silhouettes, customizable items
Price tiered to be more accessible while retaining luxury appeal
2. Celebrity Collaboration & Cultural Influence
Target organic partnerships with globally influential figures (e.g., music, film)
"Taylor Swift Effect": use key moments for cultural impact and virality
Boost attention to Sabato De Sarno’s creative vision through strategic timing
3. Geographical Expansion
South Asian markets identified as high-growth, culturally aligned regions
Strategy: phased market entry, localized partnerships, digital-first rollouts
Emphasis on supply chain efficiency, team localization, and cultural research
Outcomes & Metrics
KPIs: Increased youth engagement, higher brand visibility, improved global sales
KRIs: Consumer sentiment, ROI on new product lines, response from luxury loyalists
Market Research | Strategic Planning | Brand Repositioning | Fashion Marketing | Global Expansion Strategy | Data Analysis | Team Collaboration
