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Just about everybody has heard about Gucci, but not everybody knows the true story about how Gucci became famous in the USA and internationally. As former head of marketing and public relations for Gucci I worked closely with Aldo Gucci for 12 years to build the Gucci image. Also, I had the opportunity of meeting and working closely with many of Gucci's VIP clients -- such as Jacqueline Kennedy Onasis, and hearing the story from her point of view.
The following is the previously untold true story about how Aldo Gucci launched Gucci in America, which quickly propelled the brand into one of the most recognized names of all time. The secret to his success -- cater to women's desire for attractive footwear. Here's the true story.
Guccio Gucci
Guccio Gucci (1881 to 1953) grew up in Florence – the center of fine leather work – especially making very soft leathers. He left home at the age of 17 and traveled to Paris and London. Guccio worked at the Savoy Hotel, where he learned how much the English nobility appreciated excellent quality.
He returned to Florence and in 1921 opened up a leather goods company. Initially, his focus was on leather goods for fine horsemen – saddles, boots, gloves, saddle bags, etc. The horsebit and stirrup motifs were born during this time and became enduring symbols of the fashion house.
As people switched to cars Gucci switched to making high quality leather luggage. Foreigners, many of whom were English frequented his store (having heard of him at the Savoy) and his reputation for good quality spread far and wide.
The Bamboo Bag
In 1938, Guccio opened up a store in Rome, which his eldest son Aldo ran. During the war there were shortages of many materials. Not one to be discouraged, Gucci experimented with new materials and during this time The "Bamboo Bag" was introduced in 1947, becoming one of the first of Gucci's many iconic products. A favorite of royalty and celebrity alike, the bag is still available today.
After the war, many Americans shopped at Gucci, spreading their reputation for excellent craftmanship, creativity, excellent design … and compared to Hermes, lower prices.
In 1951, Rudolfo Gucci opened Gucci's store in Milan and introduced the green-red-green web, which became a hallmark of the company.
Aldo Gucci Comes to New York
In 1952, Aldo Gucci (1905 to 1989), considered to be the Pioneer, rents space at the Savoy Plaza Hotel – 58th Avenue in New York City. Initially, Guccio was upset and sent Aldo a telegram instructing him to return home – but ultimately Aldo convinced his father that the best way to grow is to expand internationally.
Gucci Shoes Become a Classic
Wanting to launch something special in New York, like Rudolfo did in Milan, Aldo worked with his brother Vasco – who managed the production and design side of the business in Florence - to come up with a new women's shoe design that he could launch in the American market.
Noting that American women were generally taller than Italian women, and therefore had bigger feet – he suggested that they narrow the toe, lower the heel, and make the shoes from very soft leather – which helped make the feet look more dainty. Besides slimming the feet, he wanted the shoes to be comfortable, and most of all stylish, extremely well-made and expensive.
And then one foggy Florentine morning, the craftsmen brought Aldo a pair of shoes on a crystal plate. They were exactly what Aldo had in mind. It had the horse’s bit in vermeil (gold dipped) right at the center of the shoe.
“Yes! Yes!” Yells, roars and bellows of joy resonated throughout the factory/workshop. “That’s it. That’s exactly it.”
The leather was pigskin, so soft it felt like doeskin to the touch. The colors resembled earth tones, light, medium and dark brown. Cream like the color of vanilla, forest green to remind people of nature, as many shades of blue as possible. In New York City, the sky’ was the limit.
Red was for passion. The expression red-blooded American was often heard, Americans overflowed with confidence. Prosperity was everywhere. The different shades of black and grey made the gold horse’s bit even more spectacular.
All Gucci Fifth Avenue needed were the tall, slim, elegant, best-dressed women to come through his portals.
The Rest is History
Aldo was right! American women loved the shoes. Helped by such high profile customers as Charlotte and Ann Ford (daughter of auto maker Henry Ford) and Jacqueline Kennedy (he was running for Senator at the time) word spread quickly.
Unfortunately, Aldo's father Guccio did not live to see his son's, and the companies first International success. Guccio passed away in 1953, shortly after the New York store opened.
The style came from Gucci's appreciation of beauty, his commitment to simplicity and using the top craftsmen to produce the best quality. The reputation for class came from Gucci's customers – nobility, the wealthy, celebrities.
Soon Aldo was opening up more stores in the USA, then Asia. He expanded into handbags, belts, and fashion accessories.
Before long – Gucci was one of the best known brands. But he never lost site of the importance of making quality and flattering shoes for women, which are still highly regarded and desired.
The early Gucci shoes are the only shoes to have ever found a place in New York's Museum of Modern Art.
Isabel Vacani - Hi my name is Isabel. I was born in Manila and am a former model, concert / jazz pianist and composer. My musical ear has helped me to ...
