Gucci has introduced new luxury footwear labelled Gucci Made in China sneakers, marking a shift from the Italian manufacturing tradition closely associated with the fashion house. The move comes as Gucci seeks to attract more price-sensitive luxury shoppers.
The new footwear was designed under Gucci creative director Demna and forms part of the brand’s Primavera collection. The move reflects the challenge of developing new products while keeping prices more accessible to aspirational consumers.
One of the new models, called Drip, is described by Gucci as Demna’s first sneaker for the brand. The laceless design is available in materials including nylon, canvas and suede and has a retail price of about €800 in Europe and $1,000 in the United States.
The Gucci Made in China sneakers differ from the brand’s traditional leather footwear. Another slip-on model from the same collection also carries a China country-of-origin label. Gucci said Chinese manufacturing was selected because of the technical capabilities required for the designs.
Gucci said Italy would remain central to its manufacturing model and identity. The company also said there were no wider plans to move production outside Italy, noting that it has previously worked with suppliers in countries including Switzerland and Japan for specific products.
The move comes as Gucci faces pressure to improve its business performance. Sales at the Kering-owned brand have declined significantly over recent years, while the group has closed stores and sought measures to strengthen the label’s position in the luxury market.
The Gucci Made in China sneakers have also raised questions about the relationship between product origin, pricing and luxury branding. China is a major global centre for sneaker manufacturing, but analysts and industry observers have debated whether the new production approach could affect how some consumers view Gucci’s traditional Italian identity.
