What Gucci's Leadership Shuffle Shows About Managing a Luxury Brand
- Raffles Jakarta
- Oct 14, 2025
- 3 min read
Updated: Nov 21, 2025
In the luxury industry, stable leadership often translates to stable brands. Gucci, on the other hand, has hired its second CEO in less than a year. This shake-up is a result of not only problems within the company but also the broader challenges that luxury brands worldwide will face in 2025, such as changing consumer preferences, digital transformation, and sustainability demands.
The Puzzle of Gucci's Leadership
Francesca Bellettini, who previously served as Kering's Deputy CEO for Brand Development, has been appointed to succeed Stefano Cantino, who held the position for only nine months. Her hiring demonstrates the challenges Gucci faces in responding to a 25% decline in sales, losing ground in key markets such as China, and competing with LVMH-owned brands like Louis Vuitton and Dior.
Bellettini is used to building brands with a lot at stake. She helped lead one of fashion's biggest turnarounds at Saint Laurent, under Anthony Vaccarello, to achieve billions of dollars in sales. Now, she has the massive task of reviving Gucci's creative spark and market dominance, which involves reinvigorating the brand's design language, reestablishing its position in key markets, and innovating in response to changing consumer trends.
The Bigger Picture: Leadership Changes in Luxury
The change in Gucci's CEO is not an isolated case. There are many similar stories in the luxury industry where leadership changes have either saved a brand or accelerated its decline.
Burberry: Angela Ahrendts and Christopher Bailey led the brand into the world of digital luxury. However, it wasn't consistent because it changed significantly after she left, until Jonathan Akeroyd and Daniel Lee attempted to stabilize its position.
Prada: For decades, Miuccia Prada and Patrizio Bertelli balanced design and business leadership. However, Prada also hired outside CEOs, such as Andrea Guerra, to keep pace with changing consumer needs.
Versace: The brand has changed leaders since Capri Holdings (now Tapestry) bought it to better fit with the strategies of the American conglomerate.
Balenciaga: The brand's creative direction is still provocative under Demna Gvasalia, but the company has also had to deal with crises, like the backlash in 2022 due to a controversial marketing campaign, which required strong corporate leadership to manage.
Louis Vuitton: Pietro Beccari's move from Dior to Louis Vuitton is an example of how LVMH keeps its top executives fresh while keeping things the same.
Why is leadership essential in luxury?
In an industry where heritage, storytelling, and consumer desire determine value, the CEO's job is more than just running the business; it's also cultural. Leaders need to:
Make sure that their creative vision is in line with their business goals (for example, Dior's success with Maria Grazia Chiuri and Pietro Beccari).
Oversee global retail plans, like pop-up shops for Louis Vuitton and private salons for Chanel.
Take care of changes in different parts of the world, such as the slowdown in China and the growth in Southeast Asia.
Find a balance between new ideas (like NFTs, metaverse fashion, and Nike's RTFKT and Gucci's Vault projects) and old traditions.
Things to Learn About Leading a Business
Gucci's challenges underscore the fact that managing a brand requires more than just exceptional design; it also demands robust leadership, strategic vision, and effective execution. For business administration students and future executives, the Gucci case serves as a compelling lesson on the criticality of aligning corporate governance and brand culture.
How changing leaders affects how investors feel and how consumers see things.
Why it is risky to try to balance tradition with new ideas in the luxury market.
Our Business Administration and MBA programs at Raffles Jakarta are meticulously designed to equip future leaders with the skills to navigate such challenges. Our programs emphasize strategic thinking and impactful leadership, providing students with invaluable hands-on experience working with global brands like Gucci, Louis Vuitton, and Balenciaga, as well as exposure to cross-cultural markets and emerging technologies that are reshaping the industry.
Want to know more? Check out our Business Administration and MBA programs to find out how you can get ready for a job that combines management, creativity, and global markets.
Arman POUREISA
Marketing Manager
Business Administration Lecturer
Raffles Jakarta
References
Financial Times. (2025, September 17). Kering appoints Francesca Bellettini as Gucci CEO after sales slump. Financial Times. https://www.ft.com/content/c0dc5c17-0ed1-47e8-8751-c0597466115b
Reuters. (2025, September 17). Kering’s new boss de Meo appoints Bellettini to lead Gucci revival. Reuters. https://www.reuters.com/business/retail-consumer/kerings-new-boss-de-meo-appoints-bellettini-lead-gucci-revival-2025-09-17
Vogue Business. (2025, September 18). Francesca Bellettini’s to-do list at Gucci. Vogue Business. https://www.voguebusiness.com/story/fashion/francesca-bellettinis-to-do-list-at-gucci-ceo
Vogue Business. (2025, September 17). Kering appoints Francesca Bellettini as Gucci’s CEO. Vogue Business. https://www.voguebusiness.com/story/companies/kering-appoints-francesca-bellettini-as-guccis-ceo
Winkelmeyer, M. (2025, January 6). Stefano Cantino took over as Gucci's CEO on Jan. 1 [Photograph]. Getty Images for LACMA. Fortune. https://fortune.com/europe/2025/01/06/gucci-comeback-ceo-stefano-cantino-luxury/
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