Guccio Gucci / "Gucci"

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«The suit from Guchchi», «a tie from Guchchi» - sounds as a magic spell. After all Gucci is not only known name in the fashion world, it is an original symbol of an accessory of the person to society.

Guchchio Guchchi was born in 1881 in a family simple Florentine kozhevnika. In search of the best life the young man has left poor Italy and has moved to London where it managed to get a job in smart hotel Savoy. The future legislator of a world fashion has received a place koridornogo, and then the lift attendant. It is possible to tell, that future it is obliged to years of job in hotel. He is not confused at all with this occupation, it does not have any business, that many consider it «as the Mr. submit-bring», after all it has a possibility to admire smartly dressed people from elite of a society twenty-four hours straight. In 1921 Guchchi "became too old" for this post. It has lost job and it has appeared before necessity to begin a life at first.

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For years of job it has saved 30000 lyres - ridiculous money for London, but huge for Italy. These means have allowed it to open a workshop on manufacture of leather suitcases and harnesses, and also a modest little shop about Via della Vigna Nuova 7, later become known to all Europe.

The horse harness was the first successful goods - in this field the company and has made to itself a name. The accessories made by the master from Florence, very quickly became a quality symbol. The interesting fact - the master worried about a logo final form, rather than for turning out accessory more. In «search torments the monogram from two intertwining letters G has been born».

«As you a vessel will name, so it and will float» is about Guchi. The success of ornaments was so stunning, that orders for leather products fell down on the master, as if from a horn of plenty. After couple of years in territory of Apenninsky peninsula there was a set of boutiques of leather products with the logo. It is not difficult to guess, to whom they belonged. In 1938 four his sons join business of father Guchchio Guchchi: Aldo, Hugo, Vasko and Rudolfo, and as it happens often in Italy, business becomes family. By the end of 1930th years brand Gucci strongly associated in consciousness of Europeans with «a beautiful life». Gradually the assortment of products Gucci extends. So, there are ties and scarfs from Aldo Guchchi (Aldo Gucci).

In days of war Guchchi, indifferently, continues to create luxury goods. However, the company suffered from faults with deliveries of tanning raw materials, therefore under stamp Gucci there were goods from hemp, flax, jute and a bamboo. However, every cloud has a silver lining - with new materials the next launch has been connected: in 1947 the small leather handbag with the bent bamboo handle became the invariable companion of Hollywood actress Grejs Kell.

It has appeared to Grejs Kell the correct venerator of talent Gucho Guchchi and for long time became the person of its company. Specially for it Guchchi has thought up many accessories, including a legendary silk scarf. When to Grejs Kell became the princess of Monaco, Guchchi has received the status of the official supplier of a princely court yard.

The glory grows with a velocity of light. And if earlier exclusively vanguard playboys now cinema and show business stars have joined them were admirers «G». Things from Gucci are strongly fixed in consciousness of the public as a symbol of riches, security and an accessory to «great this world».

In 1953 Guchchio Guchchi has opened the first shop on Manhattan, becoming one of the first Italians who have stepped on the American market of haute couture. The same year, hardly having had time to taste the world success of the child, the company founder has died. The fashion house has passed by right of succession to four sons Gucho - Aldo, Vasko, Hugo and Rodolfo which first have successfully continued business of the father. The company has opened shops in Paris, London, Tokyo.

During this period the most popular model Gucci there was a legendary handbag with the bamboo handle which in America even had a name - after Jacqueline Kennedy was photographed from it on a shoulder, a handbag have nicknamed «a Jackie!». Moccasins with logo Gucci (John Kennedy's liked footwear), and also buckles, ties, sharfiki were not less popular. In 1960 stamp Gucci was one of most, if not the most popular haute couture in the world. Evil tongues asserted, that to success the House is obliged to public relations from a couple Kennedy. It was time of the highest blossoming of company Guchchi.

Then slow recession has begun. To sons Gucci as it happens often in the family companies, it was very difficult to come to a common opinion concerning business development.

By the end of 1980th years actions of house Gucci two grandsons Gucho Guchchi owned only. In 1989 one of them - Mauritsio Guchchi managed to redeem a share of the brother and, thus, to get the control over the company. However symbols of the Hollywood glamour during this period are Koko Chanel and Charles Lagerfeld. Mauritsio aspired to revive former glory of stamp Gucci, but it catastrophically does not have money. It has made decision to find the foreign investor. As that company Investcorp registered in Bahrain has acted. During 1987 - 1989 investors have redeemed 50 % of actions of the company, and in management Gucci for the first time there were people with other surname.

In the late eighties the company has taken a great interest franchajzingom: stamp Gucci which practically nekontroliruemo was passed sellers and manufacturers of clothes and accessories all over the world, first of all in Asia became the basic subject of trade. Shops under stamp Gucci, not having any relation to the company, grew as mushrooms, of course, to the detriment of quality. For four years Mauritsio Guchchi it was convinced that the stamp has ceased to be that Gucci which was once, and has sold to Bahrain businessmen the remained 50 % of actions. According to magazine The Economist, «Mauritsio has been practically paralysed by uncontrolled distribution of the stamp». Since then in company Gucci there is no person on surname Guchchi, and itself Mauritsio was lost in 1998 as speak, by hand the former wife.

In the early nineties to a management of the former family firm comes Domeniko de Sole (Domenico de Sole), appointed the chief executive, and the main designer to 1998 year is the Volume Ford (Tom Ford). These two persons have revived company Gucci, becoming live legends of modern fashionable business. First of all, the numerous licences sold by family Guchchi in 1980th years have been redeemed, and the control system of the company has been reconstructed according to standards of the international management. Investments into advertising, the communication policy of the company and manufacture information have been increased. The technological base was constantly improved at the expense of one very wise decision - combinations of old traditions and modern technologies.

De Sole understood, that at factories where work tanning affairs of the master in the fifth-seventh generation, to find replacement to traditions it is impossible, after all it gives the chance to support the highest quality of the goods. Therefore practice of a combination of ancient methods of job of Tuscan artists and handicraftsmen with computer technologies has been developed. It has allowed Gucci to increase considerably volumes of manufacture of the goods from a skin without the slightest damage for quality of production. But without presence of a creative element former glory to an elite brand would be not to return, whatever ingenious was the management. And this element has been introduced thanks to the new main designer to the American That Ford. All youth the Volume tried «to find itself» and has tried set of trades. There was it both model, and the actor who was acting in film in soap operas, and even the teacher. But has soon understood, that mission of his life - to create a fashion.

The first collection created by Ford, made improbable success and has brought to it a rank «the best world designer of year». Its style - exciting, explosive, modern and sensual - has quickly won adoration of public. Skilful mixture of simplicity and luxury, with sexuality touch, became the original logo of all creations of Ford. It is possible to tell, that it has recovered forgotten partially classics Gucci, skilfully mixing the past and the present. The things created by Volume by Ford, have been impregnated by spirit of the classical style Gucci attached to luxury and aristocratic refinement. Former honouring of a brand gradually came back, and Gucci again became the standard of all of the most fashionable, an elitism and glamour symbol.

Young designer Ford quickly "climbs up" on a career ladder in great agency of a fashion «G»: it has begun with the fashion designer, then was the manager on design, and in 1994, became the art director. Volume Ford is responsible for all new lines, beginning from clothes, footwear, spirits, hours, jewelry, silk scarfs and finishing the advertising company and design of interiors for shops.

In 1995-96 Ford receives an honorary title of the fashion designer of year. Approximately during same time there is a collection devoted to 70th years, sustained in sine-beige tones. In 1997 the fashion designer revives a fashion on gold ornaments. In its jewels this metal has played new shades, being combined with dark clothes. In House Gucci have developed style popular nowadays "unisex". Besides, Ford has thought up suit model specially for the people who are constantly in travelling. The volume has taken care of all.

Actions Gucci have started to grow. In 1996 owners Investcorp have decided, that the price of actions of the company has reached a maximum, and have sold the most part of a package remaining with them.

At this moment on a scene there is a new player - French group Pinault-Printemps-Redoute (PPR), the second after LVMH the company in the market of luxury goods, has become interested in the stamp typing weight. Frenchmen have begun to buy up actions of group which were in the public reference. In 1999 package PPR has reached such size, that management Gucci had to enter into the long-term agreement on «a strategic alliance» which provided dopemissiju in favour of PPR with Frenchmen. Then Pinault-Printemps-Redoute 68 % of actions Gucci belonged. The second largest shareholder of the company was bank Credit Lyonnais to which posessed 11 % of actions. Means PPR have allowed Gucci to finish formation of a package of brands which does today the company by one of the most balanced players in haute couture market. To possession Gucci were added Roger and Gallet, Bottega Veneta, Bédat and Co, Stella McCartney and Balenciaga.

Per 2004 House Gucci has entered with a turn at a rate of $3,2 mlrd and net profit more than $200 million Its constant clients were Jennifer Lopez, Tom Hanks, Helen Hunt and Sting. House Gucci became so profitable active, that management PPR has decided to appropriate all actions of the company.

In April of 2004 it has been declared, that PPR redeems the remained 30 % of actions Gucci for astronomical for the world of haute couture the sum of $8,9 mlrd and becomes the individual owner of the company. Again there has come an epoch of changes. Creators of launch of 1990th years - Ford and De Sole have left the company, not having managed to agree with management PPR. It on change have come Dzhakomo Santuchchi and Volume Mendenholl, but also they did not suit new owners. In the end of October this pair has been dismissed, and fashion designer Yves Saint Laurent Mark Li became new designer Gucci. It managed uneasy enough inheritance as after Ford and De Sole from the company have left even more ten designers, including one of the most perspective - Alexander MakKuinna.

Today Gucci Group is the third concern on size in the luxury industry. Like legendary tsar Midasu who transformed everything what touched, everything in what has taken a hand Gucci into gold, the tooling for car repairs turns to luxury goods, even. It is special charm, style and unsurpassed refinement. For this reason the name of this Fashionable house throughout already century remains to one of key stamps in haute couture and design world. That Gucci - the recognised leader in the world of a fashion of a class "lux", confirms as well a title «the Company of year», annually awarded by the European federation of the business press of one of four thousand companies-applicants.