Gucci's new chief executive officer, Patrizio di Marco has unveiled his strategy for the Italian brand's future. His strategy includes cutting production and multiple variations of the same style and solidifying the mid-range of the brand. Di Marco, who comes to Gucci from another PPR-owned company luxury leather brand Bottega Veneta, wants to balance contemporary fashion with the Gucci traditions, emphasizing craftsmanship and quality. Di Marco is also behind the lawsuit filed against Guess? Inc. last month.
Driving Gucci sales currently is the revival of the Jackie bag by creative director Frida Giannini. The bag which was named for Jacqueline Kennedy Onassis, sells for around $3,000 has received fashion acclaim this season. Di Marco has nothing but praise for Giannini he is quoted by Bloomberg as saying that she "knows how to balance the fashion elements with Gucci's heritage," Di Marco and Giannini, shown above, represent the continuation of the Gucci aesthetic fine-tuned by Tom Ford in the 1990s, chic and soigné with a dash of lethal sexy.