The appointment of Stefano Cantino to lead Gucci comes at a decisive moment, as the luxury sector questions the foundations of new leadership. Between freshly announced ambitions and doubts about such an iconic house’s ability to reinvent itself without losing its essence, the arrival of this recognized specialist – at the crossroads of marketing and creation – opens a captivating chapter. Those following the pivots of major groups are watching closely the recovery options within Kering.
Summary of Key Points
- Stefano Cantino appointed CEO of Gucci effective January 1, 2025.
- Gucci represents nearly half of Kering’s revenue, facing a 20% drop in sales.
- The appointment is part of a revival strategy focused on innovation, rigor, and boldness.
Stefano Cantino Appointed CEO of Gucci
A breath of fresh air sweeps through Kering’s flagship house – Stefano Cantino is appointed CEO of Gucci effective January 1, 2025. This announcement, widely commented on by industry experts, comes during a complex phase for Gucci, which is seeking to reverse a marked 20% decline in sales in the first half of 2024.
Stefano Cantino succeeds Jean-Francois Palus, who oversaw the transition since 2023. The choice made at Kering – by Francois-Henri Pinault (CEO) and Francesca Bellettini (Deputy CEO) – reflects a determination to put the Italian brand back on its historic ground while seeking to contain the luxury slowdown, particularly in China. Having arrived in spring 2024 as deputy CEO, Cantino will take the reins of Gucci. He can leverage his creative and marketing experience gained at Prada and Louis Vuitton.
This type of announcement captures the attention of industry observers: Gucci currently represents nearly half of Kering’s revenue (approximately 10 billion euros out of 19.6 billion euros in 2023) and two-thirds of its profitability. It’s therefore understandable that financiers and analysts are closely monitoring this handover, which sometimes feels like a gamble.
Stefano Cantino’s Background and Expertise
To understand what Stefano Cantino can bring to Gucci, we can look at his career path. Trained in political science in Turin, this discreet Italian built a solid reputation over his twenty years at Prada, where he was the cornerstone of international strategy and communications alongside Patrizio Bertelli and Miuccia Prada. His way of articulating product, image, and storytelling left a clear mark: who hasn’t noticed the Prada campaigns from a decade that became a reference?
A Career at the Crossroads of Luxury
In 2019, Cantino took another step by joining Louis Vuitton, LVMH’s crown jewel, to lead image and communications. His ability to bridge creative teams, commercial ambitions, and image challenges has been recognized – some industry insiders note that he managed to attract Kering during a period when the house was looking for an experienced figure for its most visible brand.
Several examples illustrate the scope of his work:
- At Prada, he was involved in international development and oversaw significant launches.
- At Louis Vuitton, he reorganized global communications while infusing new digital momentum.
- For Gucci, his integration in May 2024 followed by his appointment as CEO in 2025 marks a rapid ascent.
This is a leader capable of operating in uncertainty. While developing appropriate tools (a strategy consultant recently mentioned that he never hesitates to seek field feedback before making decisions), his first decisions are expected to make a mark.
Good to Know
I recommend noting that Stefano Cantino regularly seeks field feedback before making important decisions, an approach that strengthens the relevance of his strategy.
Assets in Service of Gucci’s Revival
Stefano Cantino embodies a form of hybrid leadership, combining analytical rigor inherited from university and a keen sense of brand image. Notably, his specialty is reviving a house’s aura while capitalizing on data marketing and international networks, with particular attention to Asia.
He shows a real taste for cross-functional work. Where Jean-Francois Palus was recognized for his operational management at the height of the crisis, Cantino must above all rekindle desire around Gucci – a delicate mission, given that “desire” prevails in the modern luxury sector. Some teams report that his arrival has already generated new exchanges with creative teams… Is this really the beginning of a different dynamic?
Challenges for Gucci in 2025
From Shanghai shopping centers to Parisian analyst offices, many are scrutinizing Gucci’s ability to bounce back. After a year shaken by the global luxury slowdown and a drop in sales, Kering is playing a significant part of its credibility.
A Crisis Context Requiring Bold Choices
The 20% revenue decline for Gucci in the first half of 2024 – approximately 4 billion euros lost in a few months – highlights the model’s vulnerability. The causes are multifactorial: intense competition (with LVMH clearly leading), slowdown in Chinese purchases, and the need to restore brand attractiveness.
The main challenges for the leadership team are becoming relatively clear:
- Relaunch creativity around artistic director Sabato de Sarno.
- Attract talent capable of innovating quickly and providing new momentum.
- Restore the premium image, particularly among young Asian clientele.
- Strengthen omnichannel presence, with emphasis on digital and online experience.
The roadmap entrusted to Cantino looks intensive. He will need to act quickly without risking compromise to the brand’s identity. A retail specialist trainer recently mentioned that no two revivals are identical, hence the value of a versatile profile at the head of such an exposed house.
Gucci, Kering’s Pillar: What Does the Brand Weigh Today?
Gucci is indeed Kering’s locomotive. Between 30 and 35% of revenue and two-thirds of profitability in 2023. The group’s fate is often decided in the Milanese or Florentine subsidiaries, more than in Paris. Kering’s consolidated revenue stands at 19.6 billion euros, and the group has 49,000 employees.
This figure, far from trivial, generates additional pressure – not to say double – while LVMH or Hermes show continuous growth. As an industry professional reminds us, “it’s in crisis episodes that we distinguish managers who leave a mark on the sector’s history.” A consultant mentioned that during uncertain times, internal expectations are regularly higher than those of investors.
Kering’s Strategic Vision: Revival and Consolidation
Taking over Gucci’s leadership also means aligning with Kering’s overall strategy. After Marco Bizzarri’s departure in 2023 and the transition led by Palus, the group has set as priorities the meaning given to creation, recruiting new profiles, and consolidating investor confidence.
Executive Statements and 2025 Roadmap
Francois-Henri Pinault states in the official press release: “Stefano Cantino possesses all the qualities required to lead, with Sabato De Sarno and the entire management team, a new era at Gucci that will be marked by innovation, rigor, and boldness.”
Francesca Bellettini, heading oversight from Kering, shares the same vision – “Stefano’s dual experience, in Paris and Milan, ensures us an international vision and unique expertise. The priority is to restructure, but above all to strengthen Gucci’s image in a complex market.”
Some key institutional milestones to note:
- 2023: Renewed artistic direction, first signs of slowdown in the Chinese market.
- 2024: Implementation of an HR plan and operational reorganization, rapid appointment of Cantino.
- 2025: Launch of a new strategy centered on creation, with acceleration on digital.
It goes without saying that each manager leaves a different imprint. Final point to note: the revival led by Cantino and focused on narrative strategy (more than on raw financial performance) could constitute a real shift from the LVMH doctrine, well established for years. Is this the key to returning to growth?
What Levers for Gucci’s Revival? Sector Outlook
Against a backdrop of slowdown in China and renewed desire for originality, Cantino’s approach will face rapid evaluation. Markets considered more promising are still Asia, North America, and Europe, with pronounced interest in the digital dimension.
The question often comes up during discussions among specialists: Will Gucci become a leader again by summer 2025 or should we expect a more gradual recovery, toward 2026? We cannot decide for now, but the simultaneous arrival of various experts at the brand’s summit fuels a form of optimism (some consultants even speak of an “alignment of planets” rarely seen in the sector).
About Stefano Cantino and Gucci (FAQ & Key References)
Need a quick summary? Here’s the essential to review for your monitoring or to prepare a concise sector note.
FAQ and Quick References
| Key Question | Summary Answer (2024/25) |
|---|---|
| Who is Stefano Cantino? | Italian, career at Prada (20 years) and Louis Vuitton (5 years), Turin University graduate, image-marketing specialist. |
| Gucci appointment date | January 1, 2025 (official CEO, deputy since May 2024) |
| Successor to? | Jean-Francois Palus (post-Bizzarri relay) |
| Position challenges? | Turn around Gucci (sales -20% H1 2024), re-enchant image, accelerate HR and digital innovation. |
| Key figures | Gucci: ~10B euros (50% Kering revenue), Kering 2023: 19.6B euros, 49,000 employees. |
To view the press release and organizational chart, Kering’s institutional section remains a useful reference: Kering Official Press Release.
