Andrea Felsted, Columnist

Gucci Needs More Than ‘Demure Fall’ to Move the Needle

Kering’s flasgship brand is falling further behind luxury rivals.

October 25, 2024 at 4:00 AM UTC

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Kering SA Annual General Meeting As Shares Drop After Gucci Slump — Photographer: Bloomberg/Bloomberg

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Kering SA desperately needs the “Demure Fall” TikTok trend to boost its flagship brand Gucci.

The aesthetic — think quiet luxury with a twist — sounds a lot like Gucci creative director Sabato de Sarno’s vision.