Creativity, Technology and Passion Have an Impact on Fashion

Four years ago, when Marco Bizzarri took the helm of Gucci, the fashion industry was stuck in terms of strategy, prizing marketing over creativity, while a big shift in consumer behavior was happening, with the Millennials coming to the market and the digital revolution developing at full-steam. «We refocused the way we were doing business considering these three aspects», the President and CEO of Gucci tells Rector Gianmario Verona in in the eighth instalment of the Executive Chats series.

But the most challenging thing, Verona and Bizzarri agree, is changing a corporate culture. «And we chose to do it by putting creativity at the center», Mr Bizzarri says, crediting Gucci creative director, Alessandro Michele, with a major role in the process.

«The point in our industry is anticipating trends and we decided to allow creativity to do it by creating an ambience of respect, joy and happiness and empowering people to take risks», Mr.
Bizzarri adds. An authentic, digital word of mouth has been an important asset for Gucci.

«Follow your passion: you have to choose your employer», Mr Bizzarri concludes, ideally talking to students. «Before, be sure to choose a university that provides you with both technical knowledge and contact with companies».