Gucci Introduces China-Made Sneakers, Breaking From Italian Manufacturing Tradition

Gucci has introduced new luxury sneaker models labelled “Made in China”, marking a departure from its traditional Italian manufacturing roots. The move comes as the luxury fashion house seeks to regain market share and attract price-sensitive aspirational shoppers. The development also presents a challenge for creative director Demna, who is tasked with delivering innovative designs while managing costs and preserving Gucci’s high-end brand identity.

The new Drip sneaker, described as Demna’s first sneaker for Gucci, was launched last month as part of the brand’s Primavera collection. Priced at around €800 in Europe and $1,000 in the United States, the futuristic, laceless design is available in nylon, canvas and suede. A second leather slip-on sneaker from the same collection is also manufactured in China. Gucci stated that its Chinese manufacturing partner was selected for its technical expertise and ability to meet the required performance and quality standards, while reaffirming that Italy would remain central to its manufacturing model and identity.

The move has sparked concerns among industry analysts about its potential impact on Gucci’s luxury positioning, particularly as the brand faces declining sales and increased pressure to rebuild consumer confidence. Berenberg analysts noted that overseas manufacturing could create tension with the brand’s emphasis on provenance, while some industry experts questioned its impact on perceived value. Gucci’s parent company, Kering, is also reportedly cutting prices on selected products, including in China, to regain market share. However, Gucci clarified that it has no broader plans to shift production outside Italy, where the majority of its footwear continues to be manufactured.

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