From its beginings from the nineteenth century, Gucci was seen as a great and powerful fashion company. The company was well known for the fine leather products and skilled manufacturers. The aspect of the fabrication of goods was traditional one. From Florence Gucci shop than expanded to Milan and Rome, developing their business to handbags and other leather accessories. Gucci created cotton handbags during the World War II, distinguished by it’s double G logo. Guccio’s three sons Aldo, Vasco and Rodolfo helped him develop a family business that was expanding more and more, from Europe to America. Gucci’s products were the most imitated in the world in the early 2000s.

Company's reputation

The company’s reputation was created firstly by cinema stars and royal families members who wore their designs. The fabrics that were used in Gucci industry were expensive and fashionable which made them popular and desired. In the 1980s the company was troubled by family arguments that caused Gucci to come to the verge of disaster. Rodolfo’s death left Maurizio in charge of the company but in the 1995 he was killed, leaving the business in the hands of foreign investors. Gucci’s great reputation and fame gained over the years made it easy for Mello to profit from it. He also hired new people such as Bergdorf Goodman and Tom Ford, who is well known for reducing the number of products to five thousand. Ford is also known for his ideas of bringing a new vision and style to the company. There were about eighty Gucci stores in all the world in the year 1997, which were bringing large profits to the company.