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Gucci Plants Its Flag in Soho

In an exclusive interview at Gucci's newest retail outpost, chief executive Marco Bizzarri explains why the brand is throwing out the "snobbish" luxury retail playbook in a bid to convince its internet-savvy customers there is still a reason to shop in stores.
Gucci's new store in Soho is designed to entice shoppers to linger. | Source: Courtesy
By
  • Brian Baskin

Gone are mainstays like the intimidating black-suited security guard on the street and the separate sections for accessories and pricier items like jewelry. Those details are “snobbish” and create distance between a brand and its customer, said Bizzarri.

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