Gucci’s Marketing and Communications Shakeup Continues

Gucci’s chief brand officer Alessio Vannetti has left the brand, BoF has learned. The exit is the latest in a string of communications and marketing departures as the company overhauls its strategy and aesthetic.

Vannetti previously served as worldwide communications director at Gucci from 2015 to 2019 before leaving to become chief brand officer at Valentino. He returned to Gucci last year after then-CEO Marco Bizzarri, top marketing and communications chief Robert Triefus and his successor Susan Chokachi all exited the company in the run up to designer Sabato De Sarno’s debut show.

Over the past year, Gucci has sought to reset and elevate its image, increasing awareness of its iconic products and codes. Campaigns have emphasised carry-over items like horsebit loafers and monogram duffle bags, while exhibitions like its “Cosmos” retrospective in London and Kyoto underscored the brand’s history. Gucci also trumpeted De Sarno’s arrival by infusing its collections, marketing, packaging and more with a new signature hue (a vivid shade of oxblood).

Last month, the brand rolled out a campaign shot by photography legend Nan Goldin featuring Blondie front-woman Debbie Harry.

A new deputy chief executive officer, Stefano Cantino, joined Gucci in March before being promoted to lead the brand as CEO in October. As a veteran executive leading communications, marketing and strategy at Louis Vuitton and Prada, Cantino likely has a clear vision for Gucci’s communications organisation going forward. For now, however, many top roles remain vacant.

• Ben Cercio, senior vice president of communications, left the brand in April. He has since started his own communications agency. Davide Buzzoni, formerly of Loro Piana, succeeded Cercio with the title of global communications director in September.
• Jonathan Kiman, chief marketing officer, exited over the summer, joining Burberry in September.
• Lila Staab, senior vice president of worldwide entertainment industry relations, left for a role at Calvin Klein in June.
• Cédric Murac, senior vice president for brand image, and Alexis Katana, global vice president of media, have also both exited the brand, BoF’s sources said.

Which roles will be directly replaced is not yet known, though market sources say Givenchy’s Valérie Lebérichel is set to join the company in a top communications role in the coming months.

Gucci declined to comment on the moves, but has previously said the company is undergoing a broad “transformation,” making changes to design, marketing and communications, as well as updates to behind-the-scenes functions like supply chain management.

After a historic surge in revenue under Bizzarri and designer Alessandro Michele from 2015 to 2019, the brand’s business stagnated for several years. This year, Gucci entered a steep downturn, with revenues down 20 percent as it struggles to regain momentum.

Owner Kering reports third-quarter sales Wednesday after Paris markets close.