With this, Gucci intends to increase direct control of the path taken by the product once it has left the warehouses. According La Conceria, Gucci, which generates 85% of sales from the direct retail channel, is implementing this strategy for several reasons: better control of prices, limiting the spread of discounts and promotions. This will bring a positive return in terms of brand positioning and greater exclusivity of the products (opening the door to future price increases). But it will also obtain greater tracking of the products themselves, up to the final consumer and his use, also contributing to restrict the parallel market of luxury accessories.

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Source: La Conceria