The Italian and 85 years old brand is facing a big challenge to keep and constantly renewing its lure to a new generation of consumers wanting premium and luxury brands. Just after Creative Director, Frida Gianni, unveiled the brand’s new ready-to-wear collection for A-W 2014 during Milan Fashion Week, the brand’s parent company and luxury French group Kering announced it’s quarterly results with very disappointing numbers for the group’ crown jewel, Gucci. According to the company’s statement this were the weakest quarterly sales growth in four years for Gucci due to a softening demand in Europe and China, while the sales in the United States and Japan continued to serve as cushion for this drop. Gucci’s comparable sales for the fourth-quarter gained 0.2 percent, decelerating from the third quarter and trailing estimates for 0.8 percent growth. While shares fell as much as 3.7 percent. But how is it possible that the brand failed to have a successful financial performance even if the last collections always get great press reviews, and people are still excited to own a part of the brand’s lifestyle?