Gucci公司发展历程
上世纪初，意大利人古琦欧·古琦旅居伦敦和巴黎，耳濡目染下，他对当地时尚人士的衣着品位渐有心得。1921年返回佛罗伦萨后，他开了一家专门经营高档行李配件和马术用品的商店，出售由当地最好工匠制作的精美皮具，并在上面打上古琦（GUCCI）标志。仅几年时间，这家店就吸引了一批国内外有背景的客户。这一巨大成功，促使古琦欧·古琦于1938年在罗马开了第一家分店。
二战结束后，由于原材料匮乏，古琦在1947年设计出以竹节替代皮手柄的提包，这一设计至今仍堪称经典。到50年代，源自马肚带的红绿红条纹被古琦用作配件装饰图样，遂成为这个品牌的又一标志设计。
1953年，古琦的品牌声誉已如日中天。这一年，古琦欧·古琦去世，而公司的纽约分店也在同年开张，它标志着古琦开始向全球市场出击。60年代，随着古琦伦敦、巴黎和佛罗里达棕榈滩分店的成立，这个代表时尚与品位的意大利名牌在世界最主要市场站稳了脚跟。到60年代末，“GG”正式成为古琦的品牌标识。
1970年，古琦的全球扩张指向远东地区，香港和东京分别有了它的专卖店。80年代早期，古琦的公司领导权由毛里奇奥·古琦掌握，不过此时，古琦家族的内部纷争影响了公司发展，古琦的品牌形象开始走下坡路。1990年，美国人汤姆·福特加入古琦，出任公司的女装创意总监。他的到来预示着古琦革命性转变的开始。
1994年，汤姆·福特被任命为古琦集团全产品创意总监，次年3月，他推出使其声誉鹊起的绸缎衬衫、马海毛上衣和天鹅绒裤装，塑造出集现代、性感、冷艳于一身的崭新形象。汤姆·福特大刀阔斧整顿古琦，将这一传统品牌改变为崭新的摩登代言者，使古琦成为年轻族的时尚代表。在90年代欧美奢侈品牌转型的风潮中，古琦在重新定义自己在时尚界的地位方面无疑是做得最成功的。
从1994年至今，古琦一直是世界上最具影响力的超重量级时尚品牌。与此同时，它开始逐渐将全球时尚流行界的优质品牌网罗门下，法国圣罗兰等一批经典品牌相继成为古琦集团的成员。1997年，古琦买下合作长达23年的瑞士著名表厂Severin Montres，从而完全控制了自己的钟表业务。1998年，古琦因良好的战略眼光、经营管理和财务运作，被欧洲商业新闻联盟评为“欧洲年度企业”。 1999年，古琦与零售商巴黎春天结成战略联盟，使自己从单一品牌转变为多品牌的超级时尚王国，进而成为意大利最大的时尚集团。今天，古琦分店遍布全球，涉及服饰、皮件、饰品和香水等各式产品，深受全球时尚人士追捧。
品牌LOGO ：
1.竹节手柄：GUCCI的竹节包取材于大自然，所有的竹子都从中国及越南进口，大自然材料以及手工烧烤技术成就其不易断裂的特点。
2.马术链：在20世纪初的意大利马匹是主要代步工具，因此制造马具的人比较多，GUCCI是其中的佼佼者。系着马匹的马术链也是GUCCI的发明。这个著名的细节设计，除了因为美观，也是对过去马术时代的一个缅怀。GUCCI镶有马术链的麂皮休闲鞋已是鞋类历史上的一个典范，连美国的大都会博物馆都收藏了一双呢。
3.印着成对字母G的商标图案及醒目的红与绿色作为GUCCI的象征出现在公文包、手提袋、钱夹等CUCCI产品之内，这也是GUCCI最早的经典LOGO设计 。
GUCCI corporate growth course
At the beginningof last century , Italian Guccio· Gucci lives abroad in London and Paris, under is influenced by what one sees and hears, he gradually has the attainment to the local fashionable public figure's attire personal status. After in 1921 returned to Florence, he opened one to manage the upscale baggage fitting and the horse-riding thing store specially, sells the fine skin which manufactured by the local best artisan to have, and (GUCCI) symbolized in the above dozen of antiquity fine jade.Only several years, this shop attracted one batch domestic and foreign to have the background customer. This roaring success, urged Guccio · Gucci to open the first branch store in 1938 in Rome.
After the World War II ended, because raw material was deficient, Gucci designed in 1947 by the bamboo node substitution skin handle's handbag, this design still may be called the classics until now. To the 50s, comes from the horse girth's red green red stripe to serve as by the ancient fine jade the fitting decoration pattern, then becomes this brand another symbol design.
in 1953, Gucci brand prestige already at the height of power. This year, Guccio · Gucci died, but company's New York branch store in the same year was also being open for business, it symbolizes that Gucci started to the global market to launch an attack.In the 60s, along with Gucci London, Paris and the Florida palm beach branch store's establishment, this represented the fashion and the personal status Italian name brand came to a stop the heel in the world most staple market. To the late 60s, “GG” becomes the ancient fine jade officially brand marking .
In 1970, Guccig lobal expansion aimed at the Far East area, Hong Kong and Tokyo had its exclusive agency separately. In the 80s the early time,Gucci ompany leadership grasps by the wool Ritchie Austria · ancient fine jade, but this time, Gucci family's internal strife has affected the corporate growth,Gucci's brand image starts to go down hill. In 1990, American Tom · Ford joined the ancient fine jade, the taking the post of company's female attire Chief Creative Officer. His arrival indicates the ancient fine jade revolutionary nature transforms start.
In 1994, Tom · Ford is appointed as the ancient fine jade group entire product Chief Creative Officer, next year March, he promotes causes its sudden rise in reputation silk fabrics shirt, the Mahai wool coat and the velvet pantsuit, molds the collection modern age, the sex appeal, elegantly beautiful in a body's brand-new image. Tom · Ford reorganizes Gucci resolutely, this traditional brand change for the brand-new modern spokesman, causes fashionable representative who the ancient fine jade becomes the young race.In the 90s Europe and America luxurious brand reforming unrest, the ancient fine jade is redefining itself to do without doubt in the fashion status aspect successfully.
From 1994 until now, Gucci has been in the world the most influential super-heavyweight class fashionable brand. Meanwhile, it starts gradually the global fashion popular high quality brand net hanger-on, the member who French Saint Lolan and so on one batch of classical brands become one after another the ancient fine jade group. In 1997, Gucci buys the cooperation is 23 year Swiss Famous Watch factory Severin Montres, thus has controlled own clock and watch service completely. In 1998, Gucci because of the good strategic judgment, the management and operation and the financial operation, is evaluated by Europe business news alliance “the European Year Enterprise”. In 1999,Gucci and retail merchant Paris spring formed the strategic alliance, caused itself to transform from the sole brand into the multi-brand super fashionable kingdom, then became the Italian biggest fashionable group. Today, Gucci branch store proliferates the whole world, involves the clothing, the leather equipment, the accessories and the perfume and so on various types product, the depth is pursued the global fashionable public figure holds.
LOGO
1. Bamboo node handle ：The GUCCI bamboo node package selects material from the nature, all bamboos import from China and Vietnam, the nature material as well as bakes the characteristic which manually technical achievement it is not easy to break.
2. Horse-riding chain: In 20 shiji chu the Italian horses is the main riding instead of walking tool, therefore the manufacture harness's person are quite many, GUCCI is outstanding person. Is horses' horse-riding chain is also the GUCCI invention. This famous detailing, because except that artistic, was also cherishes the memory to past horse-riding time one. GUCCI besets with by the horse-riding chain ji the skin walking shoe already is in a footwear history model, has collected one pair including US's metropolis museum.
3. Prints is forming a pair the letter G pictorial trademark and striking appears red with the green as the GUCCI symbol in CUCCI products and so on briefcase, handbag, wallet, this is also GUCCI the earliest classics LOGO design .
