Gucci has started selling new luxury sneaker models carrying a “Made in China” label, a notable shift away from its long-standing Italian manufacturing identity. The move comes as the brand tries to win back price-sensitive shoppers who have pulled away from its products in recent years. Industry analysts say the shift could carry real risk for a label built almost entirely on the “Made in Italy” promise.
Background
Gucci is the flagship brand of French luxury group Kering, and it has struggled through a difficult stretch, with sales roughly halving over the past three years. That slide has squeezed margins and pushed the company to close a significant number of stores worldwide.
New Gucci designer Demna, known for his earlier work at Balenciaga, is under pressure to revive the brand’s fortunes. His task is a balancing act: creating bold, attention-grabbing products while also keeping production costs low enough to appeal to aspirational shoppers, who make up the bulk of luxury consumers and tend to be far more price-conscious than ultra-wealthy buyers.
Details
The new sneaker at the center of this shift is called the Drip, Demna’s first sneaker design for Gucci. It departs sharply from the brand’s familiar white leather, laced Ace sneaker, instead featuring a sock-like, laceless silhouette made from nylon, canvas or suede. The style echoes the chunky sneaker designs Demna previously made popular during his time at Balenciaga.
Notably, every other Gucci shoe listed with a country-of-origin label on the brand’s website is still made in Italy, underlining just how unusual this decision is for the company. China has become a major global hub for sneaker manufacturing, and its factories have built solid reputations with both mass-market brands and premium labels over the years.
Quotes
Analysts at Berenberg flagged the tension this decision creates for a brand trying to rebuild its premium image. They said this creates a potential tension between provenance and the luxury positioning Gucci is seeking to reclaim. The comment reflects a broader concern among industry watchers that country-of-origin labelling still carries significant weight for luxury buyers, even as manufacturing quality in China has improved substantially.
Impact
The decision lands at a sensitive moment for Gucci and its parent company. CEO Luca de Meo took over last year to lead a turnaround effort, and while the company initially saw a share price bounce, that momentum has faded through the year. Demna’s success with new designs, including the Drip, is seen as central to reversing Gucci’s fortunes.
More broadly, the move could reshape how consumers view “Made in China” labelling on luxury goods going forward. If a brand as historically tied to Italian craftsmanship as Gucci can shift some production to China without major backlash, it may open the door for other luxury houses to follow, particularly those also chasing more cost-conscious shoppers.
Conclusion
Demna is set to present his broader collection at a Milan runway show on Friday, where the fashion world will get a fuller picture of his direction for the brand. How shoppers and critics respond to the Drip and its manufacturing origin in the coming weeks will likely shape whether Gucci expands “Made in China” production further or pulls back to protect its Italian heritage positioning.
Frequently Asked Questions
Is Li-Ning a luxury brand?
Li-Ning is generally classified as a premium sportswear and lifestyle brand rather than a true luxury label in the traditional sense of names like Gucci, Prada or Louis Vuitton. Founded in China and named after Olympic gymnast Li Ning, the company has built a strong reputation for combining performance footwear with fashion-forward design, and it has gained attention on international runways and at fashion weeks for its bold, culturally inspired collections. While Li-Ning sits at a higher price point than typical mass-market sneakers and is often described as accessible or affordable luxury, it does not carry the same heritage pricing or exclusivity associated with established European luxury houses.
Is Nike made in China real?
Yes, Nike does manufacture a portion of its footwear in China, and shoes carrying a genuine “Made in China” label from Nike are authentic products. However, Nike has diversified its manufacturing base significantly over the past decade, shifting a large share of production to Vietnam, Indonesia and other Southeast Asian countries partly in response to rising labor costs and trade considerations. Buyers concerned about authenticity should focus less on the country-of-origin label itself and more on purchasing from authorized retailers or Nike’s official channels, since counterfeit sneakers exist regardless of which country the label claims.
What are the top 5 sneaker brands?
Rankings vary depending on whether the measure is sales volume, brand value or cultural influence, but Nike, Adidas, Jordan Brand, New Balance and Puma are consistently cited among the world’s leading sneaker brands. Nike and Adidas have long dominated global market share, while Jordan Brand, operating under Nike, commands outsized cultural influence and resale value. New Balance has seen a significant resurgence in recent years driven by both performance credibility and streetwear appeal, and Puma remains a strong global competitor, particularly in football and lifestyle categories. Beyond this core group, brands like Li-Ning, On, and Asics have also grown their global footprint considerably.
