Stefano Cantino was named CEO of Gucci this week. The 57-year-old Italian has the toughest job in the industry. Turning around Gucci with sales collapsing in China and a designer who does not appear fit for this position. It’s not going to be an easy ride.
Cantino has never been the boss of a luxury brand. He knows a lot about marketing and events – having looked after these sides of the business for many years at Louis Vuitton and before that at Prada. But it’s not the same as being the CEO, especially at a €10 billion megabrand that’s seen its sales and crucial “buzz” collapse in the past year under new designer Sabato de Sarno. De Sarno, like Cantino now, was also an untested choice when he took on the top job.
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