Foto shutterstock
According to CEO Luca de Meo, the company expects to take a leading position among luxury brands adopting wearable technology. The new product will combine Gucci’s traditional aesthetics with AI capabilities – from interactive features to personalized user experience, writes Reuters.
Kering’s entry into this market will inevitably intensify competition with EssilorLuxottica, which already cooperates with Meta and produces smartglasses under the Ray-Ban brand. Thus, the battle for consumers is moving to the intersection of fashion and technology, where functionality is becoming no less important than design.
The initiative fits into Kering’s broader business diversification strategy. Management is looking to strengthen the eyewear and jewelry businesses, which still account for a relatively small share of the group’s revenue. This should reduce dependence on fluctuations in demand for key fashion lines.
Special attention is being paid to the relaunch of Gucci, which has faced declining sales in recent years. The company believes that a return to iconic design elements and a rethinking of the brand’s heritage will help restore its position in the global market.
In addition, Kering notes that the changing geopolitical environment affects consumer behavior and requires flexibility. According to de Meo, the era of one-size-fits-all strategies is fading away, giving way to more customized approaches tailored to different regions.
