Gucci’s new creative director Sabato De Sarno tasked to reignite heat, boost timeless appeal

Sabato De Sarno has been appointed as creative director by Kering to reinvigorate its Gucci brand by sparking heat with a new direction.

Analysts say the task is delicate, given the emphasis executives have also put on the label’s timeless appeal.

Gucci accounted for two-thirds of Kering’s profits in 2021.

At the company's investment presentation last year, management stressed the importance of classics..

Gucci has recently revived its bamboo-handle model handbag from 1947, as well as its over-the-shoulder Jackie bag from 1961.

Analysts note that De Sarno will also need to create excitement with hot new trends, a strategy that has historically worked well for the brand in contrast to competitors who place a stronger emphasis on iconic classics, particularly handbags.

According to Antoine Belge, analyst with Exane BNP Paribas, Gucci’s future is not to become another Louis Vuitton, Chanel, or Hermes, but to nurture its fashion content to drive customers back to the brand.

In recent quarters, Gucci has lagged rivals Hermes and Louis Vuitton with its performance in the key Chinese market becoming a source of concern for investors amid Covid-19 lockdowns.