Gucci launches “Made in China” sneakers / Fashion house seeks to win back price-conscious customers

Gucci has begun selling new luxury sneaker models labeled “Made in China,” marking a shift from the fashion house’s tradition of associating its products with Italian manufacturing.

The decision is part of the company’s efforts to win back middle-class shoppers who are more price-conscious. The products are being marketed as luxury brands seek to respond to changing consumer behavior and pressure on sales.

According to Reuters, the new models represent a departure from the company’s traditional image, built around Italian production and the “Made in Italy” reputation. Choosing to manufacture in China could allow Gucci to offer sneakers at more accessible prices without abandoning its luxury-brand positioning.

The move comes as the industry seeks ways to attract customers who have cut spending on premium goods. For Gucci, expanding production and adapting its offering represent a relaunch strategy in a market where price sensitivity has become increasingly important.