Gucci’s ‘Made in China’ Gamble

Gucci have begun selling new luxury sneaker models called Drip and labelled ‘Made in China’, a break with their Italian manufacturing tradition that some industry watchers say could undermine the brand’s high-end image as they race to win back middle-class shoppers. 

The move highlights the challenge facing Gucci designer Demna, who must create innovative products while keeping costs under control to attract so-called aspirational shoppers, the bulk of luxury consumers who are more price-sensitive than the super-rich. 

The Drip sneaker, made from nylon, canvas or suede, and described on Gucci’s website as “Demna’s first sneaker for Gucci”, went on sale last month as part of the designer’s ‘Primavera’ collection. Retailing at around €800 in Europe and $1,000 in the United States, it is cheaper than many other Gucci shoes, though still firmly in the luxury category. 

The Drip is a break from Gucci’s more traditional white leather laced Ace sneakers, and its sock-like shape is reminiscent of Demna’s chunky sneaker designs at Balenciaga which were a streetwear hit in the late 2010s. 

All other Gucci shoes carrying a country-of-origin label on the website are made in Italy.

On Thursday, Malaysia's Sivasangari Subramaniam began her defence of the Asian Games individual crown with a dominant 3-0 (11-3, 11-5, 11-3) win over Sri Lanka's Chanithma Sinaly in 17 minutes to cruise into the last eight. 

Yesterday, the world No. 5 stayed on course after defeating Hong Kong’s Ho Tze Lok. She only needed 25 minutes to knock out the world No. 39, 3-0 (11-8, 11-7, 11-8).