In the luxury world, Gucci's name is like thunder, the introduction of new products has always led the fashion trend. Behind the glamorous brand image, however, surging family infighting is frequent, and in just three generations, the leather family, which sprang up in Florence, Italy, has completely fallen apart.
After a fierce quarrel with his family in the early years, the bloody Guccio chose to run away from home. After more than a year of lack of accommodation, Guccio finally settled in England and became a waiter at an upper-class hotel. At this time, Guccio was not yet 20 years old.
Working in Britain, Guccio saw hidden business opportunities in the upper class. In the upper class at that time, the exclusive LOGO on leather goods and symbolic objects was an important way to show identity. After three years of practice, Guccio returned to Florence, Italy, with business ideas and accumulated money, and founded his own brand after his marriage.
Gucci hired the most skilled craftsmen on the market to build a product for Gucci, and the product categories covered all the products that were covered by the production of leather goods at that time; at the same time, Mr. Gucci, through the imitation of the Hermes, drove into the ring of the equestrian culture. As a result, more upper-class buyers have been captured, and the Gucci brand has begun to grow.
The success of management has opened the way to the rise of Gucci brand, but the alternative family education has buried hidden dangers for the Gucci family.
Guccio, who was born in poverty, is too patriarchal in the education of his children, although he is unique in business. Women in the Gucci family never get the same shares and property as men; in the handling of brother relationship, Guccio also encouraged them to engage in fierce internal competition, but never stressed the importance of cooperation. Later, his eldest son, Aldo, described himself as the engine of the family, which was confirmed by Gucci's great progress. However, other family members did not buy it.
In the distribution of the shares, Gucci buried the curse. The second-brother and the third-brother of the non-service family have to share the same shares with the elder brother Aldo. They are not afraid of them, they do their best, but the bottom is enough. The three brothers are fighting for me to go. The elder and the old three co-align and isolate the old two-----------and the old-and-the-three--and the old-and-the-the-the-the-the-the-the-the-the-the-the-the-the-the-the-the-
At the same time, the three brothers were "to be with the enemy of the enemy", firmly rejected, and the internal struggle of the Gucci family was both inside and outside.
Until the third generation grew, the contradiction of the Gucci family finally broke out.
The early death of the second Vasco announced his withdrawal from the competition in advance, and the eldest and the third split their shares equally. Aldo, however, made an unwise decision to blame for the defeat of the future struggle: he divided 10 per cent of his shares equally among his three sons.
There is no doubt that three "Prince" have a voice in the interior of Gucci. Mr. Aldo's sub-child, Paul, was very ambitious, but ended up with the failure of the three-uncle struggle, and opened up a new brand, Paul Gucci, with the name of the family.
Paul's behavior not only completely severed nephew relationship, but also angered his father, Aldo. Aldo desperate to sweep his son out of the house, while the latter "justice to destroy relatives", report Aldo tax evasion of the bad deeds, 81-year-old father to prison!
In the final succession of the struggle, the third brother's only son Morigio made a profit.
In a few years, he was very strict, not only for his father, but also to the appreciation of Aldo. But with the power of the power, and the money that came to the end, the rights made Mauro lost his own self, and became addicted to the wine.
In the end, Morrigio sold all his stake in the Gucci family to the investment company-and since then the Gucci family has completely lost control of the Gucci brand. In 1995, Morrigio died in killer, who was employed by his ex-wife, and put a tragic end to the death of three generations of the Gucci family.