Gucci introduces ‘Made in China’ luxury sneakers

Gucci has introduced new luxury sneaker models, including the ‘Drip’ sneaker designed by Demna, that are labeled ‘Made in China’. This marks a departure from the brand’s long-standing Italian manufacturing tradition. The move comes as Gucci’s parent company, Kering, seeks to revitalize the brand and attract price-sensitive aspirational shoppers following a period where Gucci sales halved over three years.

Gucci stated that while Italy remains at the heart of its manufacturing identity, the decision to use a Chinese manufacturer was based on the partner’s ‘technological know-how and capabilities’ required to meet specific quality standards. The company noted that this approach is similar to how it has utilized Swiss and Japanese suppliers for eyewear and watches.

Economists and industry observers suggest this shift reflects a broader trend often referred to as a ‘second China Shock’. Unlike previous waves of Chinese exports focused on low-cost goods, this movement involves high-end manufacturing and technical expertise capable of competing in storied European industries, such as luxury goods and automotive sectors.