Gucci‘s Bold New Strategy: Aiming for Revival Under Demna

By Reuters
Published: October 6, 2025

In a significant shift for the luxury fashion industry, Gucci has adopted a “see now, buy now” strategy for its latest collection, designed by new creative director Demna. This innovative approach aims to reignite consumer interest and drive sales after a prolonged period of disappointing performance. Early indicators suggest that this strategy may be yielding positive results, as foot traffic in Gucci stores has seen a notable uptick.

A New Era for Gucci

Demna, known for his avant-garde designs and bold statements, made a splash at Milan Fashion Week last month. He unveiled his inaugural Gucci collection through a cinematic social media reveal, reminiscent of a high-profile film premiere. This unconventional launch was followed by an equally groundbreaking decision: making the new collection available for purchase in ten flagship stores immediately after the show, a departure from the traditional fashion calendar that typically sees months of waiting before items hit the shelves.

According to data from Placer.ai, provided to Reuters by Colliers, this rapid-fire approach has resulted in a significant increase in store traffic across the United States. For instance, Gucci’s Rodeo Drive location in Los Angeles experienced a remarkable 53% rise in weekly visits following the Milan show, while the Wooster Street store in New York saw a 19% increase.

The Pressure to Perform

The stakes are high for Gucci, which is a cornerstone of the French luxury conglomerate Kering. The brand has faced a challenging two-year sales decline, with a staggering 25% drop in revenue reported in the last quarter. Kering’s CEO, Luca de Meo, and Gucci’s president, Francesca Bellettini, are under immense pressure to reverse this trend. The new collection’s early success could be a pivotal moment for the brand, which has struggled to maintain its allure in a rapidly changing luxury market.

Historically, luxury brands have adhered to a rigid schedule of fashion shows, often leading to a disconnect between runway presentations and consumer availability. Gucci’s decision to break this mold aligns with a growing trend among brands seeking to engage consumers more directly and immediately. This strategy has been employed sporadically by smaller labels, but Gucci’s high-profile status makes this a noteworthy experiment.

A Shift in Consumer Dynamics

The luxury market is currently navigating a complex landscape, with economic uncertainties prompting many consumers to reassess their spending habits. The new collection from Demna appears to be strategically designed to attract a younger demographic, including those who may have previously shied away from luxury purchases due to rising prices.

Laure Anne Chansel, a fashion marketing professor at EIML business school in Paris, emphasized the importance of this moment for Gucci. “What is the story the brand has told lately? There isn’t much,” she noted, highlighting the need for Gucci to capitalize on the renewed attention following a period of instability after the departure of former designer Sabato de Sarno.

In Paris, sales assistants at one of the boutiques reported an unprecedented level of interest in the new collection. Tourists, like Gayle Deifel from California, expressed surprise at the immediate availability of items such as fur coats and new handbag designs. This immediate access has the potential to create a sense of urgency among consumers, further driving sales.

A Broader Appeal

The new collection, set for a wider rollout in January, reflects Gucci’s intent to broaden its appeal. Luxury consultant LinLi Teh noted that Demna’s designs seem to resonate with a diverse range of Gucci’s historical customer base. For example, a more affordable version of the classic Jackie bag is now available for under 2,000 euros, significantly lower than other styles priced at over 3,200 euros.

This strategic pricing could help Gucci reconnect with consumers who have been alienated by previous price hikes aimed at the ultra-wealthy. The luxury sector has faced criticism for its focus on high-net-worth individuals, often at the expense of broader market engagement.

Competitive Landscape

As Demna takes the helm at Gucci, he joins a wave of new designers at other major luxury houses, including Chanel, Dior, and Loewe. Each is vying to make a distinct mark in an increasingly competitive environment. Meanwhile, Kering faces the dual challenge of balancing marketing investments with necessary cost-cutting measures, particularly as it navigates a heavily indebted landscape.

In China, Demna’s debut collection was showcased at a VIP event in Beijing, generating a brief surge in online interest. However, experts like Alexis Bonhomme from Trinity Asia caution that while the campaign has increased brand visibility, translating that into sustained sales remains a challenge.

Conclusion

Gucci’s bold new strategy under Demna marks a significant departure from traditional luxury marketing practices. By embracing a “see now, buy now” model, the brand aims to capture the attention of a younger audience while revitalizing its image. As early data suggests a positive response from consumers, the coming months will be crucial in determining whether this innovative approach can lead to a sustained recovery for Gucci. The luxury market is evolving, and Gucci’s willingness to adapt may well set a precedent for others in the industry.