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Gucci Sales Slide as Revival Slow to Take Shape

Revenue at Kering’s flagship brand fell 8 percent in the first quarter, missing analyst expectations, despite creative and management overhauls.
Gucci Autumn/Winter 2026.
Gucci Autumn/Winter 2026. (Getty Images)

Gucci sales tumbled, hurt by the war in the Middle East, as the troubled Kering brand has yet to show a revival following creative and management changes over the past year.

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Further Reading

Luca de Meo’s Gucci Challenge

Seven months into his tenure, Kering’s new CEO has stabilised the company’s finances, but his primary challenge remains reviving growth at flagship brand Gucci.

Let’s Get Physical: Getting to Grips with Demna’s New Gucci

The hottest show in Milan confounded those seeking a clear answer to the question: can Demna save Gucci? What we got was an urgent meditation on beauty and sex. ‘Clear and attractive and hot. More than ever, I need fashion to be like that for me,’ the designer told Tim Blanks, ‘and Gucci is a perfect place for it.’

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