In the recent Fortune magazine, Gucci Group CEO Robert Polet shares his ideas for tips for managing fashion brands, where art and commerce collide:

MAKE THE BRAND, NOT THE TALENT, THE STAR. In the late 1990s, Gucci's lead designer, Tom Ford, engineered a legendary turnaround of the label–and became an A-list celebrity in the process. But now Polet says it's crucial to promote the product, not the personality behind it, since the brand can outlive a designer or a manager. So he picks creative directors with strong opinions but with a clear focus on making great goods. “The designer works in the service of the brand,” he says.

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)