Kering Shares Fall 12% After Demna’s Gucci Appointment

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Kering stock fell by around 12% early on Friday, shortly after it was announced that Demna had been appointed to Gucci on the previous day (Thursday afternoon).

As reported by Business of Fashion, several experts considered Demna to be an unconventional choice for the more established label Gucci, known for its enduring elegance. Those in the know at Jeffries found this move unexpected, while analysts at J.P. Morgan deemed it a contentious decision.

According to analysts at Barclays, they believe the announcement carries equal potential benefits and risks. They highlighted that choosing Demna over more conventional choices such as Hedi Slimane or Pierpaolo Piccioli was a strategy aimed at making the brand a trendsetter on the global stage once more.

Regardless, it was essential for Gucci to bring about change following Sabato De Sarno’s departure last month. In the final quarter of the previous year, the brand disclosed a significant 24% drop in revenue. Meanwhile, De Sarno’s design approach, which leaned towards practicality, found it challenging to stimulate consumer interest during a luxury market downturn.

To achieve success, Demna must skillfully blend his distinctive, attention-grabbing fashion sensibilities with Gucci’s sophisticated style, aiming to motivate shoppers to purchase in Europe, the U.S., and China – regions where the brand has faced difficulties making sales since Alessandro Michele left three years ago.

For more on that, read our exploratory feature: “Can Demna Be Gucci’s Hero?”

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2025-03-14 18:25