The history of Gucci is a fascinating tale of rise, fall and rebirth. Founded in 1921 by Guccio Gucci, the brand began as a small leather goods shop in Florence, Italy, and quickly became synonymous with luxury and sophistication. However, Gucci's trajectory was not always straightforward. The 1990s were marked by family scandals, mismanagement and an identity crisis that nearly led to the brand's collapse. It was only in the 2000s, under the leadership of Tom Ford and Domenico De Sole, that Gucci experienced a spectacular renaissance, once again becoming one of the most coveted brands in the world. But what really happened behind the scenes of this renaissance? What were the dark secrets that propelled Gucci back to the top? This book explores the hidden details, controversial strategies and difficult decisions that were made to revitalize the brand. Each chapter delves into a different aspect of this journey, revealing the challenges, triumphs and secrets that shaped Gucci's rebirth in the 2000s.
