Gucci has begun implementing a new managerial organization as part of efforts to revive its performance after an extended period of declining sales and market momentum. The restructuring includes changes in executive roles and reporting lines designed to improve clarity, accountability and coordination across the Italian fashion house’s global operations.
Gucci’s president and CEO, Francesca Bellettini, has been central to the reorganization since taking direct leadership of the brand under parent company Kering’s broader strategy. The changes reflect both Gucci’s internal priorities and Kering’s push to stabilize and grow its largest and most strategic business unit.
The managerial shift comes against a backdrop of challenging finances. Gucci’s revenue dropped sharply in recent years, with a 23 percent decline in 2024 reflecting soft demand in key Western markets and the impact of repositioning initiatives. Operating profit also fell significantly, underscoring the urgency of comprehensive strategic and organizational changes.
A key part of the new structure involves clarifying executive leadership roles and strengthening cross-functional collaboration. In October 2024, Gucci appointed Stefano Cantino as CEO, reporting to Bellettini, who was appointed president and CEO of the brand in September 2025 as part of a major shift at Kering’s top level. Cantino’s appointment was intended to bring operational discipline and leadership experience from his work at Louis Vuitton and Prada, giving Gucci a steady hand at a critical juncture.
The managerial overhaul extends beyond the CEO role. Under Bellettini’s guidance, Gucci has adjusted reporting lines to ensure tighter integration between creative, commercial and operational teams. This includes reinforcing communication channels between design, product development, marketing and retail functions, with a view toward reducing silos that may have slowed decision-making in recent years.
One of the most visible elements of Gucci’s wider turnaround strategy has been creative leadership changes. In early 2025, Gucci ended its collaboration with former creative director Sabato De Sarno, whose tenure coincided with uneven commercial results. The departure signaled a willingness to reset key aspects of the brand’s identity and product trajectory.
Following De Sarno’s exit, Gucci appointed Demna widely known for his transformative work at Balenciaga as its new artistic director, effective July 2025. Demna’s role is to inject a renewed creative vision and cultural relevance into the brand, partnering closely with the CEO and broader leadership team to align design direction with commercial strategy.
This emphasis on leadership alignment reflects a broader understanding that Gucci’s creative and operational functions must work in tandem. The presence of seasoned executives like Bellettini, Cantino and Demna aims to ensure that strategy, storytelling and execution reinforce each other rather than operate in isolation.
Gucci has also made changes in other key areas to support its turnaround. Operational roles such as supply chain and industrial oversight have been reshaped under the CEO’s purview, with key figures departing and reporting structures evolving to allow faster responses to production and market shifts.
The new managerial organization also positions Gucci to better leverage cross-brand expertise within Kering. With Francesca Bellettini recently elevated to oversee core brand development, reporting lines at the group level have been streamlined. This aims to facilitate knowledge sharing across sister maisons and ensure alignment on long-term strategic priorities such as sustainability, retail modernization and digital transformation.
Kering’s recent executive reshuffle at the group level — including clarifying roles for top leadership — reinforces this direction. The elimination of certain deputy CEO functions and the consolidation of responsibilities around key leaders are intended to create a leaner, more responsive structure capable of adapting to rapid changes in luxury consumption and global markets.
From a financial perspective, Kering’s stock has responded positively to the leadership changes, with shares rising on investor optimism that a stabilized and clarified leadership team can navigate Gucci through its current downturn and toward renewed growth. Analysts have pointed to these organizational shifts as essential to restoring confidence after years of underperformance in both revenue and market perception.
Gucci’s turnaround priorities extend into retail and product strategy as well. The brand is recalibrating its merchandise mix, balancing heritage pieces with contemporary interpretations to reengage consumers. Classic icons are being refreshed in ways that honor brand legacy, while new creative directions seek to expand cultural resonance and attract diverse customer segments.
Retail experience improvements are also a focus, with store formats and customer engagement initiatives being evaluated and updated to match evolving expectations. The managerial changes are designed to support these efforts by placing decision-making closer to market needs and consumer insights, rather than dispersing authority across layers of hierarchy.
Gucci’s strategic organizational reshuffle reflects broader industry trends in luxury retail. As consumer behavior evolves and competitive pressures intensify, brands are investing in clearer leadership structures that can drive agility, brand coherence and innovation. In Gucci’s case, the combined leadership team is working to solidify the foundation — both creatively and commercially — for sustained relevance in the global luxury market.
In the months ahead, Gucci’s performance will be closely monitored by industry observers, investors and fashion insiders alike. The success of the new managerial organization — from executive alignment and creative leadership to operational execution — will be critical in determining whether the brand can reverse its recent declines and reassert its position as a cultural and commercial leader in luxury.
Ultimately, Gucci’s new managerial organization reflects a comprehensive effort to address structural challenges, revitalize creativity, streamline operations and strengthen strategic direction during a pivotal period for the brand and its parent company