Gucci is undergoing a strategic realignment of its internal business units, appointing two prominent industry veterans to oversee the execution of this new organizational structure. This move is designed to optimize the brand’s creative output while strengthening its commercial foundations through a more streamlined operational model.
Strategic Advisory Appointments to Bolster Gucci’s Leadership
To facilitate this transition, Gucci has welcomed Monica Ulmi and Marco Semeghini as senior advisers for its business units. Both experts will be stationed in Italy, operating between the fashion hubs of Milan and Florence. Their roles involve working in close coordination with Creative Director Demna and President and CEO Francesca Bellettini to ensure the brand’s strategic goals are met.
Both Ulmi and Semeghini bring a deep history with the house. Monica Ulmi’s tenure at Gucci began in 1996, where she served as leather goods merchandising director and later as merchandising director until 2008. Her extensive career also includes leadership roles at Salvatore Ferragamo and Versace before her recent work as an independent consultant. Marco Semeghini also joined Gucci in 1996, climbing the ranks in buying and merchandising through 2005. He later served as the worldwide director of merchandising and product development for Tom Ford and Canali, and has since contributed to the industry through high-level consultancy and academic roles at institutions like the Istituto Marangoni.
Implementing a Bifurcated Strategy for Fashion and Core Collections
According to internal communications, Gucci is adopting a specialized approach to product development by creating “two distinct flows.” This strategy is intended to provide greater support for the Creative Director’s vision while empowering individual business units. By separating the development of high-fashion runway lineups from the core “wardrobing” staples, the house aims to foster clearer responsibilities and more effective collaboration across teams.
Under this new model, fashion-forward pieces and essential wardrobe icons will be developed in parallel but will follow independent calendars and decision-making processes. This ensures that the creative intensity of the runway remains uncompromised while the core commercial offerings receive the dedicated planning required for market consistency.
Category-Specific Governance and Italian-Centric Production
The restructured business units are categorized by product type: leather goods, footwear, and both men’s and women’s ready-to-wear. Each unit is led by a dedicated specialist reporting to Marcello Costa, the recently appointed Chief Product Officer. Costa, who joined the brand in early 2025, brings over twenty years of experience from prestigious houses such as Bottega Veneta and Miu Miu.
Each category unit integrates merchandising, collection coordination, and core design with product development. This holistic approach is designed to provide:
- Sharper focus on category-specific growth.
- Clearer ownership of the product lifecycle.
- Enhanced accountability and faster decision-making.
Crucially, the brand’s “core engine”—spanning everything from initial design to final execution—remains firmly anchored in Italy. While the fashion and core collections operate on separate tracks, both are derived from the unified vision of the Creative Director. Each unit is responsible for the end-to-end delivery of its category, encompassing seasonal drops, iconic staples, and specialized made-to-order requests inspired by the runway.
Strategic Takeaway for the Future of Gucci
Gucci’s organizational transformation reflects a sophisticated approach to modern luxury management. By bifurcating its creative and commercial streams and reintegrating seasoned experts who understand the brand’s DNA, the house is positioning itself for more agile operations. This structure not only protects the sanctity of the creative process but also ensures that the craftsmanship and product excellence associated with its Italian heritage remain at the forefront of its global business strategy.
