Clothing and shoe brand ‘Gucci’ will try something new. They are going to be opening “Six to seven marquee “tastemaker” events”, which are just going to be temporary stores to sell their shoes/clothes at.
This is all because of the hard economic times, as they are trying different ways to cut costs but keep a buzz about their products. They plan for the stores to be around for only a few weeks, but they do have some special shoes designed for the stores.
“Like other luxury retailers in the recession, Gucci is looking for high-impact, lower-cost methods of generating interest in the brand, especially among style leaders who may not be moved by conventional forms of advertising.
Gucci Icon-Temporary is that method. The flash sneaker store will touch down in six or seven locations around the world where tastemakers gather, such as Art Basil Miami Beach, staying open for two or three weeks in each spot. The first stop on the tour will be Crosby Street in SoHo on Oct. 23. Other stops will include London, Berlin, Paris, Hong Kong and Tokyo.
Gucci Icon-Temporary units will feature 18 exclusive sneaker styles — 16 for men and two for women. Incorporating classic Gucci design elements such as the GG logo and a stylized version of the Gucci red-and-green web detail, each shoe has an embroidered “Limited Edition” label inside and a silver or gold metal dog tag hanging from the laces. Leather tags on shoe laces can be customized and embossed with a shopper’s initials.
In addition to the Limited Edition shoes, Frida Giannini, Gucci’s creative director, collaborated with DJ, music producer and sneaker enthusiast Mark Ronson on the design of Gucci Ronson sneakers. A new Gucci Ronson version will be introduced at every leg of the itinerant project. Icon-Temporary sneakers are priced from $500 to $1,400, and Gucci Ronson shoes, $500 to $600.”