Gucci is bracing itself for a major setback as Robert Triefus, the senior executive vice president for corporate and brand strategy, announces his departure from the company. Having dedicated 15 years to the iconic Italian fashion brand, Triefus has decided to explore new professional avenues, leaving behind a plethora of responsibilities he has shouldered in recent years.
Triefus joined Gucci in 2008, after an impressive nine-year tenure as the vice president of international communications for Giorgio Armani. Beginning as the director of global marketing and communications at Gucci, he steadily climbed the corporate ladder, assuming the position of vice president in charge of marketing management in 2012. Finally, in 2018, he took on the role of executive vice president, responsible for brand and consumer engagement.
In early 2022, when Susan Chokachi, the CEO of Gucci Americas, was appointed as executive vice president for brand and customer, Triefus was promoted to the post of senior executive vice president for brand strategy and corporate organization. As part of his expanded role, he also oversaw the Gucci Vault platform and the company’s ventures in the metaverse as the managing director, playing a pivotal role in Gucci’s digital evolution, strategies, and activities.
Amidst a transitional phase marked by the appointment of new creative director Sabato De Sarno, Gucci has yet to disclose whether Triefus will be replaced or if his departure will necessitate an internal reorganization. However, the company acknowledges Triefus’s vital contribution in establishing Gucci’s reputation for customer and brand engagement. Additionally, they recognize his instrumental role in pursuing new business initiatives that capitalized on Gucci’s inherent DNA and values, always embracing change and innovation.
The departure of a seasoned and influential executive like Triefus poses a considerable challenge for Gucci. As the company embraces a new creative leadership, its ability to fill the void left by Triefus will greatly impact its future trajectory. With an uncertain road ahead, Gucci’s resilience in the face of this transition will determine how successfully it continues to thrive in the fiercely competitive fashion industry.
Useful links:
1. Business of Fashion – Senior Role Changes
2. Vogue Business – Gucci’s Strategy Departure
