GUCCI makes yet another confusing step in its business strategy

At the opening of the new GUCCI flagship store in Singapore on Tuesday 13th April, Gucci’s creative director Ms Frida Giannini made a brief annoucement that Gucci is soon launching, for the first time in its history, a line dedicated to children.

This comes just one day after the annoucement of FENDI to launch a childrens line and follows numerous annoucements of major other luxury brands which are attending Pitti Bimbo, Italy’s number one fashion trade fair dedicated to children wear, taking place in Florence 24 – 26 June 2010.   

Frida Giannini’s statement comes as a surprise since Gucci has made no prior annoucements on launching a children’s line, without giving any notice of licensing, distribution etc. Mention should be made that the majority of children’s lines of luxury fashion brands are licensed to specialized children wear and accessories producers, due to the special features needed for production.

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