10,151 $m

“Made to measure, managed for good” effectively sums up the last year for Gucci. Following Spring/Summer Men’s Fashion Week 2013, Gucci’s first menswear flagship, a 500-square-meter Made-to-Measure retail store, focusing on tailored suits and made-to-order shoes, opened in Milan’s historic Brera district. Traditionally, Gucci has focused on strategic alliances with celebrities as both brand ambassadors and in support of its Corporate Citizenship efforts. This year, the brand once again worked with actor James Franco, who first served as a spokesman for Gucci cologne in 2008. In 2011, Nathaniel Goldberg filmed the “All the World’s a Stage” campaign at Rome’s Cinecittà film studio, featuring Franco as spokesperson for Gucci’s custom suits. Launching late summer 2013, Franco is featured in legends Mert Alas and Marcus Piggot’s photography promoting Gucci eyewear. This past June, Gucci underwrote The Sound of Change live concert event, featuring Beyoncé, Jay Z, Mary J. Blige, Timbaland, and other musicians performing in London. The successful event brought the message to an audience of more than one billion people and inspired Beyoncé, Salma Hayek, and Frida Giannini to launch the Chime for Change campaign, promoting education, health, and justice for women across the world. Gucci is also successfully growing its “nologo” offering as a means to reclaim rarity as a sales driver. The brand is working to weave one strong, consistent global story with local relevance everywhere from quickly maturing emerging markets to increasingly sophisticated competitive battlegrounds.