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10,385 $m

In a time of accelerating global change, Gucci continues to keep pace and consistently manage its dual identity as both a modern and heritage brand. It has repositioned to own the category of "jetset chic," a more exclusive space within the luxury market. 

Corporate citizenship and digital innovation are equally important to Gucci. Recent examples in action include Gucci's partnering with UNESCO on the brand's 50th anniversary in Japan, attaining new occupational health and safety certifications, and launching its new, multilingual museum website Gucci Museo.

To strengthen its focus, the brand cut its number of entry-level products by 25 percent and increased sales of its no-logo products by 60 percent. Ambitious retail development in China, the shift of the luxury market from leather goods to ready-to-wear (which accounts for just 11 percent of Gucci's sales) and the recent launch of Gucci Beauty, Gucci's first cosmetics line, are also impacting sales.

The counterfeit culture, a challenge common to many of the most iconic luxury brands, still poses problems for Gucci and it continues to face off in court with Guess over trademark infringement issues.

Clearly, Gucci is shifting gears and driving change from within to adapt to rapid changes. The question is whether Gucci can continually reinterpret the cool-jet-set image while keeping pace with changing taste.  
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