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Company: Kering SA

Brand value: US$24,414 million

Change since 2018: 50%

Headquarter city: Scandicci, Florence

Industry: Luxury

Year formed: 1921

The Gucci brand was launched by Guccio Gucci, who designed premium-quality luggage, other leather goods, fashion and accessories. It is now among the world’s leading names in luxury, embodying quality craftsmanship as well as elegance, romance and eclectic influences. Gucci has around 300 directly operated stores around the world, and – since the appointment of Alessandro Michele as creative director in 2015 – an increasing focus on online sales. The brand’s “wholly modern approach to fashion” has fueled innovative social media partnerships and store refits, including a new look for the Milan flagship store. In 2018, the Gucci Garden was launched in central Florence, a new retail concept with one-of-a-kind items, a restaurant and exhibition room. Gucci President and CEO Marco Bizzarri in 2018 announced fur was banned from Gucci collections as part of the brand’s mission to be more socially responsible. Gucci advertising often has a dreamline feel to it; the summer 2018 collection featured nostalgic 1980s references, in collaboration with games console brand Sega.