It all began in Florence in 1921 when Guccio Gucci, returning from London where he worked for the Savoy Hotel, decided to open a shop specializing in fine leather goods. He started selling leather bags to knights because the Florentine nobility started asking him to make riding accessories, thus burning Gucci's first logo: the band. He started having different clients so he started making luxury suitcases. During the years of Fascism, Guccio Gucci was forced to make do by necessity and since the laws before and after the Second World War did not allow the importation of materials, he began to use strange materials (linen, hemp, jute) for the luxury market , in this period the Bamboo bag was born as the artisans began to gilded the canes to make the handle. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essayAfter Guccio's death in 1953 the company was inherited by his four sons: Aldo, Ugo, Vasco and Rodolfo; in those years the so-called ribbon with the green, red, green weft taken from the traditional circumference of the saddle which is still the Gucci banner today was introduced for the first time, but it was precisely in the 1960s that the two crossed Gs ribbons were born. Gucci's fortune was made by Hollywood stars, who opened shops in London, Paris, Palm Beach and Beverly Hills, while the Hobo bag was worn by Liz Taylor, Peter Sellers and first lady Jackie Kennedy passed her name to the shoulder bag shoulder bag, the Jackie O. In the 70s we witnessed the total diffusion of the brand: the first pret-a-porter where the banner was engraved on the buttons or printed on the shirts, the growth in the East driven by the right Aldo perceptions which led to the opening of Tokyo and Hong Kong, raising elaborate workmanship and increasingly luxurious materials following Aldo Gucci's ideology according to which the price, although high, was soon forgotten unlike the quality destined to last and be appreciated for a long time. In 1982 Gucci was transformed into a joint stock company managed by Maurizio, Rodolfo's son, who owned 50% of the shares, but in 1987 Investcorp began the acquisition of Gucci. Please note: this is just an example. Get a custom paper from our expert writers now. Get a custom essay Investmentcorp is an investment company that had total control of Gucci in the 1990s. After difficult years due to these entrepreneurial events, Gucci came to rule the world with the arrival of a new creative director in 1994, Tom Ford. The Texan designer, thanks to some marketing campaigns, imposes a new image of the brand; high heels, silk jersey dresses, visible inserts on deep necklines or nudity become the codes of the Gucci woman, which is also accompanied by a corresponding vain and luxurious masculine image. In 1998 Gucci was included by the CEO, Domenico De Sole, in the stock market ranking and named European Company of the Year by the European EC federation.