Gucci's Radical Move: Burning $10M to Boost Exclusivity

The CEO of Gucci, Marco Bizzarri, once burned $10 million worth of goods to maintain the brand's exclusivity.

Gucci's approach to exclusivity is radical but effective, reinforcing the brand's prestige in the world of luxury.

This tactic is based on an age-old principle of luxury: if something is rare, it becomes more desirable.