GUCCI launches temporary shops for sneakers
In an effort to fight the current crisis and generate revenues, GUCCI is lauching this Fall season GUCCI Icon-Temporary pop-up, temporary stores in 7 locations worldwide and with a maximum life span of 2 to 3 weeks. The first such shop will be opened in Miami, followed by London. Sneakers will range from USD 500 to USD 1.400. In spite of assurances from Gucci CEO Mr Patrizio di Marco, CPP believes such ventures will bring about not only a dillution of the brand but also generate attention to a product range that has been underperforming during crisis at many leading brands, especially due to the very high price point of a lower quality product mostly made in Asia. During times, when top luxury brands have realized how important is the come back to heritage, such strategies are not likely to be beneficial to the brand in the mid to long term. Other brands such as Yves Saint Laurent, Prada and Target have opened such pop up stores, many being perceived as outlet locations rather than an innovative concept.