Gucci says selected China-made sneakers meet its technical and quality standards as the luxury brand works to revive sales while keeping Italy central to its manufacturing strategy.
Luxury fashion house Gucci has introduced new sneaker models carrying “Made in China” labels, marking a departure from its long-standing association with Italian manufacturing as the brand seeks to revive sales and strengthen its position in the competitive luxury market.
One of the new products is the Drip sneaker, designed by Gucci creative director Demna as part of the Primavera collection. The futuristic, laceless shoe is available in materials including nylon, canvas and suede.
The Drip sneaker is priced at about €800 in Europe and $1,000 in the United States. While the price is lower than that of many other Gucci footwear products, the sneaker remains positioned within the luxury segment.
Gucci has also introduced a slip-on leather sneaker from the same collection that carries a “Made in China” label.
The company said the products were manufactured in China because the selected supplier had the technical expertise and production capabilities required to meet its performance and quality standards.
Gucci stressed that Italy would remain central to its manufacturing strategy and brand identity. The company said it had previously worked with manufacturers in countries including Switzerland and Japan for specialised products such as watches and eyewear.
A company spokesperson said there were no broader plans to shift Gucci’s production away from Italy.
China is a major global centre for sneaker manufacturing, with factories producing footwear for mass-market and premium brands. However, Gucci’s decision to label some luxury sneakers as made in China has drawn attention from industry analysts because of the importance traditionally attached to Italian craftsmanship and product provenance in luxury fashion.
The move comes as Gucci faces a challenging period. The brand’s sales have declined significantly over the past three years, while its parent company, Kering, has closed several stores and is seeking measures to improve performance.
Demna’s designs are expected to form an important part of Gucci’s efforts to attract consumers and rebuild momentum. His latest collection is due to be presented at a Milan runway show, where the designer is tasked with developing products that appeal to consumers while maintaining Gucci’s luxury positioning.
Gucci has also reportedly reduced prices on selected products in some markets, including China, as part of efforts to regain market share. The pricing strategy has prompted investor scrutiny over whether lower prices could influence perceptions of the brand’s value and exclusivity.
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