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??Gucci has come through challenging times to see its fortunes rise again.
阅历了充溢应战的时期之后，古奇的财富再次上升。
1. The name Gucci conjures up an image of exclusivity and prestige, an Italian brand of quality. As one of the world's leading purveyors of personal luxury goods, Gucci stands for more than just fine-quality shoes or suits. The Gucci Group is now a multi-brand conglomerate, with a collection of high-fashion brands like Balenciaga, Stella McCartney, Boucheron and Yves Saint Laurent, YSLBeaute, Bottega Veneta, Bedat & Co and Sergio Rossi under its finely crafted umbrella. Gucci sells its brand of leather goods, shoes, clothes, ties, scarves and jewelry in directly operated stores around the world as well as outlets licensed to sell their products. Its watches alone number more than a dozen distinct 
models and are exclusive items, generating millions in revenue.
古驰这个名字让人联想到一种一起和声威的形象，一个意大利的优质品牌。作为全球抢先的自个奢华品供给商之一，古驰代表的不只是是高质量的鞋子或西装。古驰集团如今是一家具有许多品牌的集团，具有巴黎世家、斯特拉·麦卡特尼、布切隆和伊夫圣罗兰、YSL Beaute、Bottega Veneta、Bedat & Co和Sergio Rossi等高档时髦精巧制造的品牌。古驰在世界各地的直营店出售以及授权出售店经销古驰皮具、鞋子、衣裳、领带、围巾和珠宝。光是它的手表就有十几种不一样的类型，而且是独家产品，创造了数百万美元的收入。
2. The beginnings of the Gucci empire go back to Florence, Italy, in 1921, when Guccio Gucci opened an exclusive leather shop. He understood the importance of building a reputation for his brand and did so by putting an identifier on his special edition creations. He concentrated on producing fabulously high-quality products, making them status symbols synonymous with luxury.
古奇帝国的来历可以追溯到1921年的意大利佛罗伦萨，其时古奇奥古奇开了一家皮具专营店。他理解树立品牌名誉的重要性，经过在特制版作品上放置标识符完成了这一点。他专心于出产高质量产品，使其变成标志方位的奢华品的代名词。
3. After Gucci died, his sons Aldo and Rodolfo took over the management and led the brand to iconic status in the 1950s. They succeeded extremely well in promoting the brand to the rich and famous. Fashionable celebrities such as Grace Kelly and Audrey Hepburn were counted among the enthusiastic collectors. The Guccis took note of this popularity and expanded aggressively, opening stores in glamorous locations such as London, Paris and Palm Beach. However, for all the glamour Gucci represented externally, there were increasing disagreements within the family. Aldo and Rodolfo each had two sons who began pulling the brand in different directions， in the eighties, and decisions made about product distribution affected the brand's reputation. A strategy to increase distribution expanded the market to thousands of retailers, detracting from the brand’s essence of exclusivity. Eventually, retailers were selected more judiciously and the brand’s reputation returned. However, during this period of disagreement over distribution the brand went from headlines to sidelines, perceived as an old standard in the fashion world.
老古驰去世后，他的儿子奥尔多和鲁道夫接收了公司，并在20世纪50年代打造了品牌的标志性方位。他们成功地向有钱人和名人推广古驰品牌。时髦名人，如格蕾丝·凯利和奥黛丽·赫本，都是张狂的古驰保藏者。古驰兄弟留心到品牌广受等待，活泼打开扩展，在伦敦、巴黎和棕榈滩等赋有魅力的当地都开设了专卖店。从外部看来，古驰魅力十足，可是，其家庭内部的不合却越来越多。奥尔多和鲁道夫各自有两个儿子，他们初步把品牌面向不一样的方向。在二十世纪8十年代，有关产品分销的抉择计划影响了品牌的名誉。古驰一项添加分销的战略，将商场拓宽到数千家零售商，品牌的专营本质削弱了。究竟，愈加正确地选择出来零售商，品牌的名誉也得以恢复。可是，在这一时期，产品分销上的不合，使品牌从媒体宠儿变成了时髦局外人，古驰被看作是时髦界一个老派的标准。
4. Since then, smart leadership has driven the Gucci brand to more visibility and success than ever before. The two men responsible for this revival were the creative director Tom Ford and the president/CEO Domenico De Sole. Tom Ford was responsible for the design of all product lines from clothing to perfumes and for the group's corporate image, advertising campaigns and store design from 1994 to 2004. It was his elegant vision that placed this once staid brand back on the backs of the wealthy. Known today as one of the world's leading visionaries in fashion, Ford has accumulated a great number of accolades on his way to the top.
此后，正确的领导力使古驰获得了史无前例的品牌出名度和成功。这次的复兴得益于构思总监Tom Ford 总裁兼首席实施官 Domenico De Sole两自个。从1994年到2004年，汤姆福特担任从服装到香水的一切产品线的方案，并担任集团的公司形象、广告活动和店肆方案。正是他典雅的眼光，让这个早年呆板的品牌从头站到了有钱人的背上。作为当今世界时髦界最有远见的人之一，福特在登顶的路途上获得了许多赞誉。
5 Italian-born attorney Domenico De Sole was the other half of this dynamic duo. By integrating elaborate advertising and communication campaigns with a marketing strategy that placed the focus on Gucci's core leather products and ready-to-wear, De Sole brought the much-needed attention back to the quality of the brand while streamlining the back-end of the business and expanding the network of directly operated stores. He has received as many prestigious accolades as Ford, and his efforts were recognized by the European Business Press Federation, which selected Gucci as European company of the year from among 4,000 other companies.
意大利出世的律师多米尼科德索尔是这个充溢活力的二人团队的另一半。经过将精心策划的广告和宣传活动与将要点放在古驰中心皮革产品和成衣上的推广战略相联系，德索尔在精简后端事务和扩展直营店网络的一起，将亟需的留心力带回到品牌的质量上。他获得了和福特相同多的荣誉，他的尽力也得到了欧洲商业出书联合会的认可，该联合会从 4000 家公司中将古驰选为年度欧洲公司。
6. Strong leadership and an image revamp literally breathed life back into the Gucci brand. Even so, the rocky economic climate of the past few years has made for a really bumpy ride for the luxury goods market. The Gucci Group was among those reporting far fewer profits during that period. Despite the numbers, however, analysts still cite Gucci as one of the stocks with the greatest upside potential, giving it plenty of room for further development.
健壮的领导力和形象改造的确为古琦品牌写入了活力。即便如此，曩昔几年骚动的经济环境也让奢华品商场一路波动。在此时刻，古驰集团（ Gucci Group ）是陈述获利少得多的公司之一。不过，尽管数据如此，思考到为进一步打开供给
了足够的空间，分析师们仍认为古驰是上涨潜力最大的股市之一。
