Italian luxury fashion brand Gucci has started selling new sneakers labelled “Made in China,” marking a notable shift from its long-standing association with Italian manufacturing.
One of the new models is the futuristic Drip sneaker, designed by Gucci creative director Demna. The shoe is part of the brand’s Primavera collection and is described as Demna’s first sneaker for Gucci. It is priced at around €800 in Europe and $1,000 in the United States.
A second leather slip-on sneaker from the same collection also carries a “Made in China” label. Gucci said the Chinese manufacturer was selected because of its technological expertise and ability to meet the technical and quality requirements of the designs.
Gucci stressed that Italy will remain at the heart of its manufacturing model and identity. The company also said there are no broader plans to move its production away from Italy. According to Gucci, the use of Chinese manufacturing for these specific footwear models is linked to their technical requirements.
The move comes as Gucci works to attract more price-conscious luxury shoppers while dealing with weaker sales. Reuters reported that the brand’s sales have fallen significantly over the past three years, putting pressure on its parent company, Kering.
The “Made in China” labels have sparked discussion among industry analysts about Gucci’s traditional Italian identity and how consumers may view the change. However, China is already a major global centre for footwear manufacturing, including production for premium brands.
