Bernstein: Gucci needs to tell a new story.

Bernstein analysts wrote in a report that Gucci needs to find new ways to connect with luxury consumers in order to restore growth for itself and its parent company, Kering Group. The historic Italian fashion company has been struggling in recent years, dragging down its French parent company, Kering Group. At an investor day event last week, executives painted a more optimistic picture for future development, promising growth and profitability recovery. However, Bernstein says that at present, Gucci, as the largest brand under the Kering Group, has failed to resonate with buyers. They said, "Desire comes from identification with the brand's personality, attitude, and message." Bernstein states that the new creative director, Demna, has some good ideas, but faces a daunting task. The agency said, "If this work were easy, everyone would be doing it." "It seems that it will take time."