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Hot Issue: Apparel Retailing

4/29/08
Gucci Shifts Down Market

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Can a luxury brands be too luxurious? Gucci believes so. The Italian brand blamed its rare sales decline in the first quarter on too ritzy advertising and plans to market lower-priced goods going forward. Gucci faced tough conditions in the U.S. and Europe and the impact of currency exchange. The brand also suffered from a slowdown in tourist traffic in Europe and soft business in Hawaii. What do you think of Gucci's move to market more accessible, or lower-priced brands, in its advertisements?

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