Gucci Under Sabato De Sarno: Reshaping and Conquering Strategy for China

Most recently, in an event starting from March 11th, the leading Italian fashion house Gucci decided to paint a part of Shanghai’s Zhang Yuan district red as a base to kick off its Ancora campaign – this move immediately became the center of attention in the fashion world.

Under the guidance of the new creative director Sabato De Sarno, the Spring/Summer 2024 collection was officially unveiled, attracting the attention of fashion enthusiasts with the participation of VIPs, brand ambassadors, and close friends of Gucci. This was not just a fashion show, but also an affirmation of a new era, a refined and captivating Gucci under De Sarno’s hands.

Not stopping there, Gucci’s event extended its doors to welcome the public from the event date until March 17th, turning it into an art exhibition opening for the new season. Under the direction of X Zhu-Nowell, the talented artistic director of the Rockbund Art Museum, visitors were invited to explore a unique art project, where each artwork served as an introduction to Gucci’s limitless creative vision. Particularly, the launch of the publication “Gucci Prospettive: Shanghai Ancora” opened up a new journey, taking viewers deep into the brand’s soul, thereby exploring the stories and ideas behind each design.

Space designed by X Zhu-Nowell, the talented artistic director of the Rockbund Art Museum

Not confined to the space of Shanghai, Gucci also expanded its influence through grand pop-up spaces in Chengdu, Beijing, and Shenzhen, creating a nationwide celebration of the brand’s fresh identity.

Gucci’s pop-up in the Ancora campaign in Chengdu

Gucci’s pop-up in the Ancora campaign in Beijing

Gucci’s pop-up in the Ancora campaign in Shenzhen

Furthermore, on March 12th, Sabato De Sarno visited Donghua University, a leading fashion education icon in the populous country, to discuss with Angelica Cheung – former Editor-in-Chief of Vogue China. This discussion was a call to action and inspiration for the new generation of fashion enthusiasts.

On social media, Chinese netizens continuously expressed their interest in Gucci’s campaign, as hashtags including “Gucci Ancora” and “Ancora Red” garnered up to 740 million views on Weibo. The support from celebrities, social media advertising strategies, paid content, and outdoor advertisements together created a media wave, elevating the Gucci brand to new heights.

With its distinctive brand colors and captivating communication activities, the Ancora campaign under De Sarno’s leadership has made a deep impression on domestic customers. However, Gucci’s journey in reshaping its brand image in the new Chinese market has only just begun.

In the face of challenges from Kering’s 2023 business results, which saw a 6% revenue decrease, confidence and optimism about a bright future under De Sarno’s leadership remain unshaken. His visit to China not only reaffirmed Gucci’s commitment to promoting cultural exchanges and strengthening relationships with customers but also served as evidence of the importance of the brand’s strategy for this market. Gucci not only aims to conquer Chinese fashion enthusiasts by surpassing traditional patterns but also strives for innovation, inclusivity, and empowerment in its brand approach, ushering in a new era for global fashion.

Ending an impressive campaign in Shanghai, Gucci not only reaffirmed its dedication to the populous market but also opened a new chapter for the fashion industry with a delicate blend of tradition and innovation. The Ancora campaign exceeded expectations, turning a historic space into a stage for limitless creativity, becoming a stepping stone for Gucci in reshaping its brand, aiming for innovation, inclusivity, and reflecting the ever-increasing expectations of consumers. Under the leadership of Sabato De Sarno, Gucci promises to open new chapters full of creativity and brightness.

Actor Bach Loc attending the Gucci Ancora event

In the midst of a challenging backdrop from Kering’s 2023 business results, which saw a 6% decline in revenue, confidence and optimism about a bright future under De Sarno’s leadership remain unshaken. His visit to China not only reaffirmed Gucci’s commitment to promoting cultural exchanges and strengthening relationships with customers, but also served as evidence of the importance of the brand’s strategy for this market. Gucci not only aims to conquer Chinese fashion enthusiasts by surpassing traditional patterns, but also strives for innovation, inclusivity, and empowerment in its brand approach, ushering in a new era for global fashion.

Ending an impressive campaign in Shanghai, Gucci not only reaffirmed its dedication to the populous market, but also opened a new chapter for the fashion industry with a delicate blend of tradition and innovation. The Ancora campaign exceeded expectations, turning a historic space into a stage for limitless creativity, becoming a stepping stone for Gucci in reshaping its brand, aiming for innovation, inclusivity, and reflecting the ever-increasing expectations of consumers. Under the leadership of Sabato De Sarno, Gucci promises to open new chapters full of creativity and brightness.

Actor Tong Uy Long attending the Gucci Ancora event