# Gucci manufacturing shift to China

> Live situation record from CLSTR: https://clstr.news/situations/gucci-manufacturing-shift-to-china
> Updated: 2026-09-27T07:07:26.000Z. Sources: 11. Developments: 2.

Gucci has introduced new luxury sneaker models, such as the ‘Drip’ design by Demna, that are labeled ‘Made in China’. This represents a departure from the brand’s traditional Italian manufacturing for these specific items.

Gucci stated that while Italy remains the core of its manufacturing identity, the Chinese manufacturer was chosen for its ‘technological know-how and capabilities’ required for these products. The company compared this decision to using specialist manufacturers in Switzerland or Japan for other high-end goods. 

The shift occurs as Gucci’s parent company, Kering, attempts to revitalize the brand and attract ‘aspirational’ middle-class consumers following a period where sales halved over three years. Industry observers have noted that this move may reflect a ‘second China Shock’, where high-end manufacturing and technical expertise from China begin to compete in storied European sectors like luxury goods.

## Timeline

### 2026-09-27: Gucci introduces ‘Made in China’ luxury sneakers

Gucci has launched new luxury sneakers labeled ‘Made in China’, signaling a shift toward high-end Chinese manufacturing to attract aspirational shoppers and manage costs.

6 sources. https://clstr.news/cluster/gucci-introduces-made-in-china-luxury-sneakers

### 2026-09-24: Gucci introduces luxury sneakers manufactured in China

Gucci is selling new luxury sneaker models, such as the Drip, labeled ‘Made in China’, citing technical requirements while maintaining that Italy remains central to its manufacturing identity.

5 sources. https://clstr.news/cluster/gucci-introduces-luxury-sneakers-manufactured-in-china

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Cite as: Gucci manufacturing shift to China. CLSTR, https://clstr.news/situations/gucci-manufacturing-shift-to-china