The story of the label is an interesting and tumultuous since its humble beginnings in 1921. Guccio Gucci in 1921, it was not until 1938 that extends out of Gucci in Florence, and opened a new store in Rome. If Gucci died in 1953, he left his fashion empire, his four sons. His son Aldo was crucial for the brands expansion in the world when he opened the first Gucci store in New York. Further expansion took place in Hong Kong and Tokyo in the 1960s, when Gucci have their own trends by celebrities such as Jackie Kennedy, Grace Kelly, etc.
But during this time, the family was in constant in-fighting. Reports at the time struck the family during board meetings over the inheritance, store, and how business is done fighting.
The company hit a rough spot in the terrible 1970s and into the 1980s. At the time, brothers Aldo and Rodolfo controlled company was in equal parts. It happened once, struggling because of the complicated family. The company launched their accessories and perfume wholesale division and began aggressively expanding division. Aldo had developed the subdivision and his intention was to focus on them, to weaken control of his brother Rodolfo. The perfume division was priced lower than other wholesale products and aggressive, it went on sale in over 1000 stores. The result was the brand's image was damaged seriously. The public is now regarded as a cheap airport Gucci brand and not an exclusive luxury brand. Began while continuing to spread the Gucci knock-offs show up in the market, further weakening the brand.
In 1983 the company was suffering financially and image. Paolo Gucci (son of Aldo) suggested the idea to introduce a cheap version of Gucci was called Plus, the idea is not well accepted by the family. Gucci during a board meeting on this topic Paolo was beaten by an answering machine on the front of one of his brothers. For revenge, he told his father to the U.S. authorities for tax evasion. His father was convicted of tax evasion and sent to jail after his son told him in court. These stories will generate more interest in the Gucci family, the brand's advertising could potentially be reached by then.
Rodolfo died in 1983. This led to changes in the power structure in society (family). His son, Maurizio Gucci inherited his 50% stake in Gucci company. Aldo Sun Paolo, together with Maurizio teamed up to take control of the board. Shortly after leaving the family business. This led Mauricio help and to seek ideas from outside the company to strengthen the brand and the company and operate peacefully.
Gucci was one of the companies strengths. Gucci found after disasters in the 1970s and 1980s, which was a return to his roots as an elite Italian fashion house is a must. They realized that it was impossible to both mass production and brand will be a luxury brand. The leather goods like Gucci shoes, the company had his name in the 1920s and 1930s, and they felt they needed to concentrate their effort on the fashionable innovations in these areas. In addition, in 1997, Gucci took over Severin Montres, and renamed it under the name Gucci. Watchmaker was one of the most respected in Europe at the time and helped Gucci aims to maintain its prestige and elite image among fashion-conscious and affluent consumer.
