By
with contributions from Hye-Seung Seo
 on April 23, 2012

SHANGHAI — Gucci faces a complex situation in China, where it has been present for nearly two decades, in recent years has expanded rapidly and, partly because of that, has come to symbolize different things to a diverse set of consumers here.

According to a Bain & Co. Chinese luxury survey, Gucci was the third most desired luxury label in the country behind Louis Vuitton and Chanel in 2011. But Patrizio di Marco, Gucci’s president and chief executive officer, said the brand’s positioning in the market needs some fine-tuning.

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