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Fashion Brands, 3rd Edition by Mark Tungate

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14

Retro brands retooled

With these brands you have to feel as passionate about the heritage as about the future.

When you stand before the urbane façade of the Gucci store in Milan’s Galleria Vittorio Emanuele II – a 19th-century shopping arcade that is as far from a suburban mall as it is possible to imagine – words like ‘melodrama’ and ‘bloodshed’ don’t exactly leap to mind. But as part of the brand royal family, Gucci has grabbed more than its fair share of headlines.

Along with Burberry, Gucci is probably the finest example of image turnaround in the history of fashion. So revered is the story of its reinvention that ‘doing a Gucci’ has become a stock phrase, whispered like a mantra by all those trying to resurrect a designer relic. After ...

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