![]() I appreciate learning new things, from a close (both literally and figuratively) member of the family, about such an important figure in the fashion world, but also in entrepreneurship. Patricia Gucci delivers a straightforward, in-depth, unassuming look into the previously untold love story of her parents, Bruna and Aldo, and their secretive and controversial life together (he was married, with three children, in an Italy that prohibited divorce and that held it as illegal to have illegitimate children), into her isolated childhood, and charts the tumultuous history of the label Gucci and of the man, the father and the businessman that was Aldo Gucci. As the eldest son of Guccio Gucci, the founder of what started as a Florence-based luggage manufacturing company, he was the visionary mind who heralded the “Made in Italy” tagline along with the rise and fulminant success of one of the most prestigious Italian brands – his father always had an aversion towards his son’s plans of growing fast, and would say: “You have to remain small in order to remain great.” (And I would add, isn’t this something that is, by nature, associated with luxury? You have to remain exclusive, in order to remain great). ![]() I was thinking about all this while I was reading In the Name of Gucci: A Memoir, by Patricia Gucci, the daughter of Aldo Gucci. Simply put, you first see the class and understated style with which this kind of customer owns such product, not that they have the money to own it. This is someone who wants to feel like an insider, like they’ve been told a secret that nobody knows. This is a customer who doesn’t remain indifferent if they see an iconic Gucci Bamboo bag on every high-heeled girl posing to have her photo taken for her personal blog or street style photography websites. Nor the retail experience that a discerning luxury customer seeks for. They are not exclusive anymore (a sine qua non of luxury). It is mainly because of digital exposure, which may increase brand awareness, but, in the long run, it can turn into a trap, leading to consumer fatigue, instead of creating higher value. ![]() And I think that is because luxury has become too attainable, starting to lose its cultural capital. I believe that luxury fashion brands have lost part of their core meaning today.
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