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.

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