Combined with a firm transparency policy regarding ethics, standards for raw materials, and sourcing, Kering is well on its way toward its goal of making Gucci’s garment production process 100% sustainable.
One question arises: Shouldn’t Gucci make it easier for its consumers to quickly find out which articles are sustainable and which ones aren’t?
2020 has revealed the weaknesses in Gucci’s strategy, relying too much on non-local customers. As François-Henri Pinault stated during Kering’s annual meeting, the brand continually works on being relevant for its local target market. A good example is the collaboration capsule between Gucci and Detroit vs. Everybody — only available for the US market.
Still, if one were to only look at annual reports and raw numbers, one could come to an incorrect conclusion about assortment. Indeed, the ready-to-wear division only generates 18% of Gucci’s revenue but accounts for 30% of its assortment. Could there be an opportunity to optimize Gucci’s assortment? Perhaps — but fashion isn’t all about numbers.
Fashion is about style, self-expression, and — as Jean-Noel Kapferer said — “Fashion is the aphrodisiac of consumption.”
Gucci is not going to stop us from wanting more.