- Two separate shows has become impractical, CEO Bizzarri says
- Gucci will keep policy of making clients wait to buy clothes
Gucci will unify its men’s and women’s shows, following Burberry in simplifying its seasonal collections as the luxury-goods industry faces a more challenging market.
Starting next year, Creative Director Alessandro Michele will present one collection each season that combines menswear and womenswear, Gucci Chief Executive Officer Marco Bizzarri said Tuesday at the New York Times International luxury conference in Versailles, France. The first such show will take place at Gucci’s new headquarters in Milan, he said.
“Moving to one show each season will significantly help to simplify many aspects of our business,” Bizzarri said in a statement. “Maintaining two separate, disconnected calendars has been a result of tradition rather than practicality."
The decision ratchets up the pressure on other luxury brands to do the same, though consolidating shows will be difficult for brands that have different designers for their mens and womens collections. Gucci is following Burberry and Tom Ford in streamlining their shows, though the Italian brand isn’t going far as making the clothes available for purchase immediately afterwards.
Making collections available for purchase immediately afterward is a notion that undermines the appeal of luxury, Francois-Henri Pinault, CEO of Gucci-owner Kering SA, told reporters in February. Forcing consumers to wait as long as six months to buy a collection makes them want it more, he said then.
Kering shares fell 1.4 percent at 153.4 euros as of 12:41 p.m. in Paris. Gucci is the largest brand of the French luxury-goods company, whose shares are trading around the level they were at about three years ago.