Economy
Gucci Produces Sneakers in China for First Time, Breaking Italian Tradition
Gucci is selling sneakers labeled "Made in China" for the first time, marking a departure from its tradition of producing prominent items in Italy. The brand states that the Chinese manufacturer possessed specific expertise required for the new Drip model designed by creative director Demna and a leather entry-level model. Parent company Kering compares this approach to its existing use of Swiss and Japanese suppliers for watches and glasses, asserting that Italy remains central to Gucci's identity. This move comes as Gucci struggles with declining sales and store closures, while critics argue the label conflicts with the brand's exclusive image. Meanwhile, top executive Luca de Meo faces pressure as Kering’s stock performance fluctuates ahead of Demna’s upcoming Milan fashion show.
Ozetta summarises; the reporting is the newsroom's