On a mission to enhance the brand’s heritage and to fight counterfeiting, especially online, Gucci is announcing a dramatic new strategy in collaboration with the auction house Christie’s.
The project includes both the opening of a Gucci museum in Florence next year, in time for the brand’s 90th anniversary in 2011, and an online evaluation process for collectors and clients.
“This new service will provide a trusted venue for transactions of vintage Gucci items, thereby avoiding recourse to uncontrolled auction sites such as eBay,” said Patrizio di Marco, chief executive of Gucci, on Monday.
The “Gucci Collector” site, presented by Christie’s, will offer a virtual-style valuation of vintage items. The site, scheduled to be up and running by the end of the year, will be a dedicated section on www.christies.com where people seeking appraisals can upload images of their objects for examination. Christie’s is, like Gucci, part of the luxury group PPR.
“I feel it is a noble, appropriate and modern way to provide access to original Gucci vintage products to a relevant and well-targeted audience,” said Mr. di Marco.
Patricia Frost, director of fashion and textiles at Christie's in London, will work with an in-house Gucci archivist in Florence to evaluate items for potential sale at auction.
“In terms of brand awareness, Gucci has a fantastic following, a lot of history and craftsmanship that deserves more exposure,” said Ms. Frost, who already has a pink crocodile bag from the late 1960s coming up at auction.
Mr. di Marco says that the Florentine museum will be able to display the brand’s rich archive of vintage items that have never been on public view before. And the online service could enhance that cache of treasures.
“Between now and the opening, through the ‘Gucci Collector’ service, it is quite possible that Gucci’s archivists, who are constantly on the lookout for additional pieces of note, will add to this archive,” said Mr. di Marco. “The aim is to develop a dynamic and innovative experience.”


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