Sadly, Gucci Will Not Go on Sale This Holiday Season

And it's because people are already gladly paying full price for it.

 

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Alessandro Michele, Gucci's creative director of less than a year, is on such a roll right now that his clothes aren't even going to go on sale.

The Italian fashion house's CEO Marco Bizzarri told Business of Fashion that discounting the clothes, which earned Michele the British Fashion Councils International Award on Monday, simply didn't make any sense.

"First of all, I wanted to give the collection of Alessandro the longest-possible time at full price in the shop. It's so new for our company; so new for him," he said. "I think it's too early to put them on markdown now. Alessandro's fashion show collection started arriving in August, so two months and a half later, I didn't want to do this kind of action now."

Plus, people are gleefully paying full price for Michele's designs, which include a $770 muslin shirt with that comes with a matching scarf guys can tie in a bow, or a $1,620 jacketmade from technical jersey printed with an eagle.

"The full-price sell-through is super high," Bizzarri said, "so even if I put them on sale now, the impact on sales would be tiny."