Gucci’s chief brand officer Alessio Vannetti has left the brand, BoF has learned. The exit is the latest in a series of communications and marketing departures as the company revises its strategy and aesthetics.
Vannetti previously served as global communications director at Gucci from 2015 to 2019 before leaving to become chief brand officer at Valentino. He returned to Gucci last year after then-CEO Marco Bizzarri, top marketing and communications chief Robert Triefus and his successor Susan Chokachi all left the company in the run-up to designer Sabato De Sarno’s debut show.
Over the past year, Gucci has attempted to reset and elevate its image, raising awareness of its iconic products and codes. Campaigns have emphasized carryover items like horsebit loafers and monogram duffel bags, while exhibitions like its “Cosmos” retrospective in London and Kyoto emphasized the brand’s history. Gucci also trumpeted De Sarno’s arrival by infusing its collections, marketing, packaging and more with a new signature shade (a vibrant shade of oxblood).
Last month, the brand rolled out a campaign shot by photography legend Nan Goldin with Blondie frontwoman Debbie Harry.
A new deputy chief executive, Stefano Cantino, joined Gucci in March before being promoted to lead the brand as CEO in October. As a veteran executive who led communications, marketing and strategy at Louis Vuitton and Prada, Cantino likely has a clear vision for Gucci’s communications organization going forward. For now, however, there are still many top roles available.
- Ben Cercio, senior vice president of communications, left the brand in April. He has since started his own communications agency. Davide Buzzoni, formerly of Loro Piana, succeeded Cercio as global communications director in September.
- Jonathan Kiman, chief marketing officer, left over the summer and joined Burberry in September.
- Lila Staab, senior vice president of worldwide entertainment industry relations, left a role at Calvin Klein in June.
- Cédric Murac, senior vice president of brand image, and Alexis Katana, global vice president of media, have also both left the brand, BoF’s sources say.
Which roles will be replaced outright is not yet known, although market sources say Givenchy’s Valérie Lebérichel is set to join the company in a top communications role in the coming months.
Gucci declined to comment on the moves, but has previously said the company is undergoing a broad “transformation”, making changes to design, marketing and communications, as well as updates to behind-the-scenes functions such as supply chain management.
After a historic increase in revenue under Bizzarri and designer Alessandro Michele from 2015 to 2019, the brand’s business stagnated for several years. This year, Gucci entered a steep decline, with revenue down 20 percent as it struggles to regain momentum.
Owner Kering reports third-quarter sales on Wednesday after Paris markets close.