Gucci owner Kering has a performance problem. Most of its brands, including its cash cow Gucci, are in decline. That has, of course, created an image problem as well. It will take time for Kering to improve its performance, particularly that of Gucci. It may be quicker to try to sort out its image. That is why it was important to appoint a new person to take on this responsibility after the departure of Valérie Duport, chief communications and image officer, three months ago.
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