Culture part.docx - Culture part Culture is absolutely critical to our reinvention Today Gucci is the hottest fashion brand in the world and we want to

Culture part.docx - Culture part Culture is absolutely...

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Culture part Culture is absolutely critical to our reinvention. Today Gucci is the hottest fashion brand in the world and we want to maintain this position, at the top of our industry. However, the key to preserving our lead is not to be found only in pursuing creativity in our products and aspiring to make them excellent aesthetically, it is also a matter of culture. Cultural values are more important than strategy, in my opinion. Because culture creates strategy. By instilling a common culture of creativity throughout the business, we should keep our growth sustainable. But a culture of creativity also means a culture that is not risk-averse. Not scared to be brave. Not afraid to take risks (but as we have explained, always informed risks). In order to reinvent Gucci there had to be a change in the culture. We identified the people in the company who were willing to accept change, and re-educated those that found it difficult. We needed to bring in new people to bring about change, too. All these people – Alessandro and myself included – had to
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  • Winter '19
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