Archive · 25 Sep 2026
Gucci’s China-Made Sneakers Test Luxury Image During Turnaround
Gucci is a famous luxury brand that is strongly associated with making products in Italy.
It has started selling two new sneakers labeled “Made in China.”
Gucci says it chose a Chinese factory because it had the special skills needed to make the shoes.
The company says Italy will still be very important to its manufacturing.
The main sneaker, called Drip, costs about €800 in Europe and $1,000 in the United States.
Some experts worry that customers may think the shoes are less special because they were not made in Italy.
Gucci is also lowering the prices of some products to attract more shoppers.
The brand’s sales have fallen by half over the past three years.
Designer Demna is trying to create popular new products while helping Gucci recover.
Gucci has launched two sneakers labeled “Made in China,” departing from its traditional Italian footwear production.
The Drip, Demna’s first Gucci sneaker, costs about €800 in Europe and $1,000 in the United States.
Gucci says the Chinese manufacturer was selected for its technical capabilities and that Italy remains central to the brand’s identity.
Analysts warn the China label could weaken Gucci’s luxury positioning and intensify questions about whether its prices reflect value.
The move comes as Gucci’s sales have halved in three years, stores have closed, and the brand is cutting some prices to regain shoppers.
- Who
- Gucci, designer Demna, parent company Kering, and analysts commenting on the brand’s strategy.
- What
- Gucci has introduced two China-made sneakers while pursuing a broader turnaround and efforts to regain market share.
- When
- The Drip went on sale last month, and Demna is scheduled to present his latest collection on Friday.
- Where
- The sneakers are made in China and sold internationally; Demna’s collection will be presented at a Milan runway show.
- Why
- Gucci says the Chinese manufacturer had the technical capabilities required for the designs, while the broader strategy seeks to control costs and win back shoppers.
Production flexibility and recovery
Luxury provenance and brand risk
Reason for Chinese manufacturing
Production flexibility and recovery
Gucci says the selected Chinese manufacturer had the technical expertise needed to achieve the sneakers’ performance and quality standards.
Luxury provenance and brand risk
Critics say moving away from Gucci’s Italian manufacturing tradition creates tension with the luxury positioning the brand is trying to reclaim.
Prices and shopper appeal
Production flexibility and recovery
Lower-priced products and controlled production costs could help Gucci attract aspirational shoppers and regain market share.
Luxury provenance and brand risk
Price reductions combined with China-made products could make shoppers question whether Gucci’s products still justify their luxury prices.
Effect on brand identity
Production flexibility and recovery
Gucci says Italy will remain central and points to its previous use of Swiss and Japanese suppliers for products such as watches and eyewear.
Luxury provenance and brand risk
Berenberg analysts and consultant Simon Whitehouse warn that the “Made in China” label could undermine the value associated with Gucci’s Italian identity.
- Products
- The Drip and a leather slip-on sneaker from the Primavera collection carry “Made in China” labels.
- Drip price
- About €800 in Europe and $1,000 in the United States.
- Manufacturing rationale
- Gucci says the Chinese partner was chosen for its technological know-how and ability to meet performance and quality standards.
- Italian production
- Gucci says Italy will remain at the heart of its manufacturing model and identity.
- Sales performance
- Gucci’s sales have halved over the past three years.
- Turnaround measures
- Kering has closed dozens of Gucci stores, while the brand has cut prices on selected products, including in China.
- Design timing
- The Drip launched last month as part of Demna’s Primavera collection.
