Background: Kering is the global luxury giant behind brands like Saint Laurent, Bottega Veneta, Balenciaga and its golden child...Gucci. It began as a timber company in 1962 then pivoted into luxury in the late 1990s- buying a major stake in Gucci in 1999.    

What happened: Unfortunately, Gucci's shine has faded with a shift in consumer taste leaving the brand feeling a bit last decade. Its sales dropped 8% last quarter - marking its 11th straight quarterly decline.  To turn things around, Kering is launching AI-powered smart glasses under the Gucci brand, in partnership with Google.

What else: The move could make Gucci the first major luxury brand to enter the AI-powered eyewear sector... pitting it against products like Ray-Ban Meta smart glasses. But what this really signals is a push to win back younger consumers.

What's the key learning?

💡 Gen Z has a major case of logo fatigue, and Gucci is one of the big victims. Younger consumers are moving away from loud branding toward uniqueness and sustainability... fuelling a $55 billion USD global resale economy

💡 Luxury brands are turning to tech to future proof and stay relevant. From partnerships to virtual worlds, brands like Tommy Hilfiger and Givenchy have even got their brands into the Roblox games to appeal to a younger demographic.  

💡So while teaming up with big tech can open new markets, but it can also dilute brand identity. Gucci relies heavily on recognisability - but it risks getting drowned out in the noise when it's slapped next to a name like Google. And investors might not be convinced either, with Kering's shares dropping more than 5% last Thursday