An analysis of the Gucci - Athens case Greece refuses to sell off its beauty and the public opinion splits
Lately it seems like the Biggest names of fashion are all involved in a competition in order to secure themselves exclusive historically relevant locations. What they often offer in change is the money for the restoration of aforementioned monuments and historical location that local administrations are in desperate need for. In few years we saw Diego Della Valle, CEO of Tod's, paying 25 milions to restore the Colosseum and putting advertising banners during the restoring-process. Then Fendi spending 2,5 milions to restore Trevi's fountain and grab the chance to set up their fairy-tale Haute Fourrure show, and also the Pallazzo della Civiltà Italiana that is now their new HQ. Also Bulgari took a place in this rush and spent 3,5 milions to renovate the Piazza di Spagna's steps and the "Barcaccia" Fountain, where the brand organized a exclusive concert to celebrate their 150 anniversary.
Yet, if it's true that crisis tore apart 25% of Greek GDP, its also true that both Greek government and people showed to put dignity first in every occasion. Greek government had to make hard choices in the last years both politically and financially, but always faced these hard times head-on. This is the main reason why Gucci offers sounded like an offense to Greek government and people's ear. Because a foreign company should not take advantage from their financial issues trying to buy off the monuments that represent national identity. To accept such an offer would have meant to accept the idea of putting money before national values and a country passing through hard times can only survive if it is ready to put its national identity and its values before everything. But what has not been emphasized is that Gucci had offered to pay 2 million not only for the rights to the airing of the show, but that their intention was, in fact, to develop a long-term contract with Greece face the restoration of some of the most celebrated historical valuable goods in need for protection.
That between Gucci and Athens it has become in a short time a real media event that left room for many speculations. If for Fendi and Bulgari intervention on their territory of origin can be considered acceptable, why the Gucci proposal towards a country known fo being in trouble has provoked all this scandal? Perhaps because, as a successful company cares about its image and how it is perceived from the outside, so does a nation?
