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In 1921, Guccio Gucci opens a leather goods company and small luggage store in his native Florence. Having spent years working in London's Savoy Hotel, he had absorbed the refined aestheticof English nobility, and introduces this sensibility in Italy through exclusive leather goods created and produced by the master craftsmanship of Tuscan artisans. In 1940 faced with a shortage ofstandard materials during the difficult years of Fascist dictatorship in Italy, Gucci establishes itself as an enterprise synonymous with exceptional creativity and resourcefulness. The "Bamboo Bag" isintroduced, becoming one of the first of Gucci's many iconic products. A favorite of royalty and celebrity alike, the bag is still available today.
1970, Gucci continues its global expansion, true tothe original aspirations of Aldo, now targeting the Far East. Stores open in Tokyo and Hong Kong. The company increases and diversifies production, carrying out significant research on new moreluxurious materials and innovative approaches to design never tabling the legendary quality and craftsmanship synonymous with the brand. The great classics are revamped in new shapes and colors, and newproduct After De Sole and Ford left their posts in 2004, Mark Lee is appointed President and CEO of Gucci division in 2005. Today, creative direction of Gucci is the responsibility of Frida Giannini andGucci continues to explore its roots. "La Pelle Guccissima" - entirely original, heat-printed signature leather - has been launched under Giannini’s direction, and is destined to become the label'snext icon, expressing in its workmanship and impeccable quality a strength that is singularly Gucci's categories are introduced.

SWOT analysis Gucci group
Strong brand name
Strongpresence in the international market
Diversification strategy with a large portfolio of brands
More control about the distribution channel
PPR group (64%)
Unique selling proposition (product’s quality,...