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hi and welcome to English fabula are you
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learning English great let's learn
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English with a very interesting story
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don't forget to subscribe like and
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comment let's get
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started the story of Gucci is more than
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just fashion it is a story full of drama
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imagine a family with Big Dreams big
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fights and big problems this is the
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Gucci family they created a Famous Brand
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known all over the world Gucci is now
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worth a lot of money about $15
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billion everyone sees the amazing
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clothes and bags it looks like a fairy
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tale but behind the beautiful things
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there is a real story it includes family
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arguments love sadness and even murder
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this book will tell you more than just
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the fairy tale we will look at the real
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people and events that made Gucci what
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it is today we will see the untold
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stories and the people who are often
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forgotten in the story of this Famous
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Brand two the family
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fights in Italy people have a saying
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about family businesses they say the
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first generation creates the business
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the second generation makes it bigger
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and the third generation they often
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destroy it this was almost true for the
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Gucci family it all started with guccio
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Gucci he had a dream he wanted to make
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beautiful leather goods of high
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quality he began by selling them to
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tourists from America and Europe his
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sons rolfo and Aldo took over the
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company after him they each owned 50% of
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Gucci Aldo was especially good at
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growing the business he was a great
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marketer and wanted to take Gucci
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outside of Italy then came the third
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generation this is when the problems
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began Aldo had three sons Roberto
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Giorgio and
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Paulo together they owned 50% of the
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company along with their father morizio
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Gucci ralo's only son owned the other
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50% the Gucci family became famous for
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their arguments these were not just
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small disagreements they were big fights
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that often ended up in court Domico doou
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a lawyer knew a lot about this he
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started working for Rolo in the early
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1980s he saw how complicated the family
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was Domino explained that Aldo's Sons
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felt their father was very important for
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Gucci's success they thought they
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deserved more control than they had they
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wanted more than just a part of their
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father's share there were many arguments
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about this for a long time but in the
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end nothing changed morizio kept his 50%
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of the
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company this made the family even
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angrier morizio had his own ideas for
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Gucci he wanted to make it a more luxury
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brand focusing on high quality and
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classic style but his uncle Uncle Aldo
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and his cousins disagreed they were
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happy with how things were they were
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making a lot of money from selling
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licenses to use the Gucci name on many
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different products they didn't want to
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change
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this morizio also had problems at home
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his wife Patricia wanted him to be a
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powerful businessman a real Mr Gucci in
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Milan she pushed him hard but morizio
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felt too much pressure in 1985 he
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decided to leave patrizia this was a big
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change in his life and the family around
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the same time something else happened
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that shocked the
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family Paulo Gucci Aldo's son told the
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tax authorities in America about his
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father Paulo thought Aldo was hiding
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money and not paying enough tax this
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started a tax investigation
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Domo doou remembers a meeting where
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morizio asked him to explain how serious
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this was Domico said that in America tax
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fraud was very serious unlike in
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Italy some family members didn't believe
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it was that serious but Aldo was found
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guilty and went to prison for tax fraud
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after this Domo do Soul's role in Gucci
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became bigger
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he was asked to run Gucci America and
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solve the tax problems Gucci was still a
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famous name around the world Aldo had
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been clever in opening shops in places
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like Japan and Hong
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Kong but the quality of Gucci products
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was getting worse they were selling
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Gucci in too many places the brand was
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becoming less special and less
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luxurious the family fights were
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starting to hurt the Gucci business it
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was becoming difficult to control the
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quality and keep the luxury feeling of
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the Gucci
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brand the family's disagreements were
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now becoming a problem for everyone
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three losing control luxury brands are
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special they need to be careful to stay
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special it's easy to want to sell more
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and make more money but if they sell too
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too much the brand can become less
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special Gucci had this problem before
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they wanted to be popular everywhere so
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they sold in too many
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places sometimes the quality of products
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was not as good as before this made the
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brand feel less exclusive for luxury
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Brands it is important to be
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exclusive people buy luxury because it
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feels special not everyone can have it
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the experience of buying it is also
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important people want to feel good when
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they buy a luxury item they want good
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service they want to trust that the
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brand is real and good quality Brands
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need to protect what makes them special
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morizio Gucci understood this he had a
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clear idea for Gucci he wanted to make
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Gucci more high-end he wanted to sell
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more EXP expensive and exclusive things
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he wanted to make Gucci products of very
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high quality again but morizio had a
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problem he did not have enough money to
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buy the shares from his family members
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they also owned parts of Gucci then
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morizio met Andrea morante Andrea worked
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for a bank called Morgan Stanley Andrea
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understood that Gucci was a very strong
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brand he helped morizio to make a plan
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the plan was to secretly buy shares from
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Aldo and his
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cousins they also asked a company called
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invest Corp to help them with money to
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buy the shares they needed information
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morizio knew a lot about his family he
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knew that Pao Gucci was not happy with
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his father Aldo Paulo felt his father
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had treated him unfairly
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Andrea morante used this information he
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made a deal with
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Paulo he offered Paulo the same amount
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of money as his brothers Even If Aldo
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had given him fewer shares in the past
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Paulo agreed to sell his shares Andrea
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even brought a suitcase with cash to pay
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Paulo quickly this deal with poo was
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important it started a big change in
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Gucci other family members saw that
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things were changing one by one they
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started to sell their shares
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too in the end invest Corp bought 50% of
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Gucci now morizio and invest Corp own
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the company together even though invest
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Corp owned half they let morizio manage
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Gucci morizio was now in control he
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could finally try to make his idea for
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Gucci a reality four more morio's dream
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and fall morizio now had control of
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Gucci he had a dream for the
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brand he wanted Gucci to be classic and
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very high quality he imagined a Gucci
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That was elegant and special again he
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wanted to make products that were
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beautiful and well-made things that felt
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good to touch to show his vision morizio
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opened a new big office in Milan it was
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very very expensive he filled it with
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beautiful old furniture he spent a lot
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of money on
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everything morizio wanted the best for
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Gucci but spending so much money quickly
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became a problem Gucci started to have
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big debts at the same time morizio made
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a surprising decision he stopped making
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some of Gucci's most popular and
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profitable products the GG
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accessories these bags and items with
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the famous GG logo were bringing in a
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lot of
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money but morizio thought they were not
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fancy enough for his new Gucci this
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decision hurt Gucci's money the company
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started to lose money fast Gucci was in
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big trouble they could not pay their
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workers or the companies that made their
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products Gucci was close to going Bank
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rupt this meant the company might have
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to close down because it had no
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money invest Corp the company that owned
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half of Gucci with morizio became very
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worried they had given morizio a chance
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to make his dream happen but they saw
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that Gucci was losing more and more
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money invest Corp decided they would not
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give morizio any more money they were
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afraid they would lose everything
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morizio asked invest Corp for more
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time he believed that Gucci could get
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better he said people needed time to see
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the new better Gucci he thought if he
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had just six more months things would
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change he believed that customers
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especially in Japan would start buying
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Gucci again but invest Corp did not
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believe him anymore they decided to take
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action they wanted morizio out of
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Gucci they worked hard to remove him
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from his position in the end inest Corp
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bought morio's remaining shares of Gucci
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they paid him $150
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million morizio lost control of the
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company he had dreamed of lighting his
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dream of a new Gucci led to a financial
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disaster and his own fall from Power
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five murder and mystery in
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1995 something terrible
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happened morizio Gucci was killed one
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morning in March he was walking to his
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office in Milan suddenly a man came up
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behind him and shot him morizio died
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immediately people were shocked who
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would want to kill morizio Gucci it was
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a big mystery the police started to
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investigate they looked at morio's
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business deals they looked at his
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family there had been many fights in the
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Gucci family they talked to his cousins
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and even his ex-wife Patria but at first
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they found nothing clear for two years
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the case was cold this means the police
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had no good Clues and no suspects then
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something changed someone gave the
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police a secret piece of
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information early one morning at 5:30
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a.m. police went to Patricia Gucci's
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apartment they arrested her why Patria
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people said she was obsessed with
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morizio even after they separated she
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was still very interested in his life
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she was angry and wanted him out of her
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life for good people said she had talked
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about wanting him dead to many
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people the police believed she hired
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someone to kill him morio's death was a
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sad end to his story he had tried to
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make Gucci a great brand again he had a
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vision but he lost control of the
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company and then he lost his life the
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Gucci family story is one of creation
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growth and then sadly destruction and
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tragedy after three generations the
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family lost control of the business and
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suffered a great personal loss for old
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and famous luxury Brands like Gucci it's
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important to have new ideas and fresh
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thinking morizio even though his time
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was difficult helped set the stage for
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Gucci's next chapter but his story is
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also a reminder of the dark side of
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family power and
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money
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six the Tom Ford time after morizio
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Gucci left people knew Gucci needed
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something new he had already started to
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make changes one important thing he did
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was hir Don Melo she was an American
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businesswoman who knew fashion Don Melo
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then hired Tom Ford at the same time
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Domo doou was becoming more important in
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the
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company he had been a lawyer for the
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Gucci family for a long time he became
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the chief operator ating officer which
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means he was in charge of running the
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business day to day Domico doou believed
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in Tom Ford's ideas he thought Tom Ford
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could make Gucci great again Domino doou
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met with Tom Ford Tom Ford was young and
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had new
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ideas Dominico doou told Tom Ford I
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think we can fix this company he gave
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Tom Ford freedom to be creative Domico
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doou said I am a business person you are
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in charge of the creative side Tom Ford
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agreed this was the start of a very
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successful partnership people called it
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the Tom D era Tom Ford changed Gucci a
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lot one of the first things he did was
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bring back the Gucci logo morizio Gucci
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had stopped using it but Tom Ford made
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it fashion able again he made the logo
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Chic and desirable Tom Ford designed
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clothes that were very different they
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were sexy and modern he brought sex
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appeal back to Gucci his designs were
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noticed everywhere people loved the new
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Gucci
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style fashion magazines wrote about him
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celebrities wore his clothes the changes
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Tom Ford made had a big impact sales of
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Gucci clothes and bags went up very
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quickly in
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1995 sales doubled the company was
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making a lot of money this success was
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more than anyone expected Tom Ford and
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Domo do Soul worked very well
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together Tom Ford had the creative ideas
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and Dom nio to Soul managed the business
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side because Gucci was doing so well the
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people who owned part of the company
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invest Corp decided to sell shares to
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the public this is called an IPO or
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initial public offering they wanted to
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sell shares on the stock market but
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there was a
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problem at that time not many people who
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bought and sold stocks knew about the
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luxury fashion business Domico doou and
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his team had to teach them they
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explained how the luxury Market worked
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they showed them why Gucci was a good
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investment they even gave presentations
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to groups of
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analysts the Gucci IPO in
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1995 was a huge
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success the shares were sold for $22
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each but the price quickly went up to
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$26 many more people wanted to buy
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shares than were available it was a very
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exciting time the IPO made a lot of
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money for invest Corp more than $2
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billion the Gucci IPO was important for
00:18:08
another reason too it helped to create
00:18:12
the luxury goods sector in the financial
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market after Gucci other luxury brands
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also started selling shares to the
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public Gucci showed everyone that luxury
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fashion could be a very good business
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and a good
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investment the Tom Ford time was a time
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of great change and success for
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Gucci Tom Ford's designs and Domo do
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Soul's business skills turned Gucci from
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a company in trouble into a very
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successful and fashionable brand again
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they brought Gucci back to the top of
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the Fashion World and made it even more
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famous than before seven battles and
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buys
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after Gucci became a company on the
00:19:02
stock market things
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changed being a public company made
00:19:07
Gucci successful but also more open to
00:19:11
problems if the price of Gucci shares
00:19:14
went down other companies could try to
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buy Gucci around 1997 there was a big
00:19:21
money problem in Asia this was called
00:19:24
the Asian financial
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crisis Asia especially Japan was very
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important for luxury Brands like
00:19:34
Gucci when the crisis happened people in
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Asia bought less luxury goods this made
00:19:41
Gucci's shares go down at this time a
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big company called lvmh started to buy
00:19:48
Gucci shares lvmh was run by a
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businessman named Bernard Arnold lvmh
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already owned many famous luxury Brands
00:19:59
like Louie Vuitton and Dior they wanted
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to take control of
00:20:04
Gucci Domico doou who was in charge of
00:20:08
Gucci did not want this to happen he was
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worried about lvmh taking over Gucci
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without paying a fair price to all the
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people who own shares doou saw this as a
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creeping control lvmh trying to control
00:20:24
Gucci slowly step by step he knew LV MH
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was a big competitor for Gucci doou and
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his team tried to protect
00:20:35
Gucci they made it harder for lvmh to
00:20:39
buy more shares they did this by giving
00:20:42
more shares to the employees of Gucci
00:20:45
this made lvmh's shares worth less but
00:20:49
toou knew they could not fight lvmh
00:20:52
Forever on their own he needed help then
00:20:56
another businessman Named Fran Pinal
00:20:59
came in Pinal ran a company called PPR
00:21:04
which was also a big Retail
00:21:06
Group Pinal offered to buy shares in
00:21:09
Gucci and become a partner he was like a
00:21:13
white knight coming to rescue Gucci from
00:21:16
lvmh Pinal made a deal with doou PPR
00:21:20
bought a big part of Gucci This stopped
00:21:24
lvmh from taking control but Pinal had a
00:21:28
bigger plan than just saving Gucci he
00:21:31
wanted to create a group of many luxury
00:21:34
Brands like
00:21:36
lvmh he wanted Gucci to be the center of
00:21:39
this new group one of the first big
00:21:42
things Pinal did was to buy Eve St
00:21:45
Laurent another famous fashion brand he
00:21:49
gave Tom Ford and Domico to Soul the job
00:21:53
of running Eve St Lauren as well as
00:21:56
Gucci Pinal wanted them to buy and
00:21:59
manage other brands
00:22:02
too after Eve St Laurent Gucci and PPR
00:22:06
bought many other brands very quickly
00:22:10
these included Alexander McQueen Stella
00:22:13
McCartney and balen siaga it was a lot
00:22:17
of pressure for Tom Ford and Domo doou
00:22:21
they had to run Gucci and Eve St Lauren
00:22:24
and also manage all these new brands
00:22:28
it was a very busy and challenging time
00:22:31
but it was also the start of Gucci
00:22:34
becoming a much bigger and more powerful
00:22:36
group in the luxury world eight new
00:22:40
changes after 5 years the agreement with
00:22:43
Mr Pinal was coming to an end Mr Pinal
00:22:48
decided to buy all of Gucci he purchased
00:22:52
100% of the company this meant big
00:22:55
changes for Tom Ford and Domico to
00:22:59
Soul new contracts were offered to Tom
00:23:02
and Domo but things were different now
00:23:06
they realized they would not have the
00:23:08
same Freedom as before they had run
00:23:11
Gucci almost like their own company for
00:23:14
years now Mr Pinal was in full control
00:23:19
Tom and Domo thought about this a lot
00:23:22
they decided to leave Gucci This was a
00:23:25
big surprise for everyone in the fashion
00:23:29
world people were shocked Tom Ford and
00:23:33
Dominico doou were very successful
00:23:36
together they had changed Gucci
00:23:39
completely their partnership became very
00:23:42
important in the luxury business they
00:23:45
showed how important it was for Creative
00:23:48
people and business people to work
00:23:50
together this Tom D model became a
00:23:54
standard for other luxury
00:23:57
brands many Brands tried to copy their
00:24:00
successful way of working even after Tom
00:24:04
and Domo left GUI continued to be
00:24:08
successful some people wondered if Gucci
00:24:11
would fail without them but Gucci was
00:24:14
strong the brand showed it could change
00:24:16
and adapt Gucci continued to reinvent
00:24:20
itself it changed what sex appeal
00:24:24
meant in the past Tom Ford made Gucci
00:24:27
very sexy in a very direct way but Gucci
00:24:31
changed again it started to use gender
00:24:34
blending ideas they used non-binary
00:24:38
Styles this new style became popular
00:24:42
with young people especially
00:24:44
Millennials this new Direction helped
00:24:47
Gucci to stay successful the brand
00:24:50
continued to grow and be loved by many
00:24:54
people Gucci proved that it could change
00:24:57
with the time and still be a leading
00:25:00
fashion brand even with new changes
00:25:04
Gucci remained a powerful an exciting
00:25:07
name in
00:25:09
fashion hey there just a second before
00:25:11
you go if you learn something new today
00:25:14
please give this video a like write your
00:25:17
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00:25:19
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00:25:21
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