Gucci’s relaunch under Demna appears to be drawing shoppers back into its boutiques. Data on foot traffic at key stores in the US suggests that the “see now, buy now” formula is resonating with American customers. The brand’s downturn in 2024 has also been reflected in falling sales figures in the UK, while in Italy Gucci has announced the closure of its store at the Sicilia Outlet Village in Agira.
Demna’s relaunch
Gucci’s “see now, buy now” approach for the debut collection of its new creative director Demna seems to be sparking consumer interest. The new products designed by Demna were made available immediately after the show in ten flagship stores until 12 October. According to foot traffic data compiled by Placer.ai and provided to Reuters by Colliers, the launch has at the very least reignited consumer curiosity.
At the Rodeo Drive store in Los Angeles, visitor numbers rose by 53% during the week the new products arrived compared with the week before. On Wooster Street in New York, weekly traffic was up 19%. Data shows that in the weekend following Demna’s launch, visits to Gucci stores in the United States reached their highest level in the past three weeks. At the Avenue Montaigne boutique in Paris, one of only three European stores stocking the new collection, sales staff reported they had not seen such interest for months. No data has yet been released on actual sales.
Crisis in the United Kingdom
The brand’s struggles are also being felt in the UK. In its 2024 accounts, Gucci Limited—the British subsidiary of the Kering-owned label—reported turnover down to GBP 147.335 million from GBP 184.644 million in 2023, and more than GBP 206 million the previous year. Net profit fell to GBP 2.671 million from GBP 4.157 million in 2023. As reported by Fashion Network, the company’s directors said they were “satisfied” with the results despite the fall in revenues—using the same wording they had the previous year when commenting on yet another drop in sales.
Closure in Sicily
In Italy, and more specifically in Sicily, Gucci announced in May the closure of its store at the Sicilia Outlet Village in Agira. The decision is part of a broader plan to scale back the brand’s outlet presence. Eighteen employees are affected, with trade unions stepping in to safeguard their positions. The company has proposed relocating staff to Enna, Palermo and Bari, while unions are pushing for a reopening of negotiations. The news was reported by ViviEnna.
Photo: Gucci
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