Gucci's attempts to increase its appeal by advertising cheaper designs are widely expected to be followed by other luxury brands as a way of combating a fall in sales over the next few months.
However, analysts are warning against other luxury brands following its lead. 'Luxury brands must be managed with great care,' said Richard Perks, director of retail research at Mintel. 'It's crucial to think long-term to avoid undermining the value of the brand.'
Gucci has previously used its licensed goods, such as perfume and sunglasses, as an entry point to the PPR-owned brand and only featured more expensive items in its core advertising.
It now plans to promote its more accessible products, including its 'double-G' logo fabric bags, to reinvigorate sales of its mid-range goods.
'While emphasising high-end products, we let up the pressure on our mid-range products,' PPR chairman and chief executive Fran?ois-Henri Pinault told investors.
Sales of the brand fell 3.3% to e513m (£402m) in the three months to 31 March. This compares with PPR-owned brands Bottega Veneta and Yves Saint Laurent, which grew 25.2% and 14.5% respectively over the period.
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