Kering's Shares Plummet as Gucci Sales Decline 20%

By Patricia Miller


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Kering SA (EPA: KER) shares plunge as Gucci sales fall 20%. Concerns rise for retail investors amid changing trends and intense competition in luxury market.

Gucci's Brash Look Falls Out of Favor with Chinese Consumers, Kering Stock Suffers

What You Need To Know

Kering SA (EPA: KER) , the French luxury group, experienced a significant drop in share prices following a warning that sales at its Gucci brand have fallen by approximately 20% in the first quarter. The decline in sales is attributed to Gucci's brash aesthetic losing favor with Chinese shoppers. This decline in sales has led to questions regarding Kering's dependence on a brand that needs to align with the current trend towards understatement.

Kering has struggled to keep up with competitors like LVMH and Hermes as luxury sales have cooled, particularly in China. A real estate crisis and job insecurity have caused Chinese consumers to tighten their spending. Overall, Kering predicts a 10% decline in comparable sales for the period, affecting Gucci and other labels under Kering's ownership.

Despite Kering's acquisition activities, the company remains heavily reliant on Gucci and needs to demonstrate its ability to regain market share or show signs of improvement.

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Why This Is Important for Retail Investors

  1. Portfolio Impact: The decline in sales at Kering's Gucci brand raises concerns about the company's overall financial performance. Retail investors with holdings in Kering may experience a negative impact on their portfolio as the company's share prices plummet.

  2. Market Trends: The decrease in Gucci sales reflects changing consumer preferences, particularly among Chinese shoppers. This is an important reminder for retail investors to stay informed about market trends and their potential impact on their investments.

  3. Competitive Landscape: Kering's struggle to keep up with rivals like LVMH and Hermes highlights the competitive nature of the luxury goods industry. Retail investors need to be aware of how different companies within the sector are performing to make informed decisions about their investment strategies.

  4. China's Economy: The declining sales at Gucci reflect China's economic situation, with consumer spending tightening due to a real estate crisis and job insecurity. This serves as a reminder for retail investors to consider macroeconomic factors and how they may impact their investments.

  5. Brand Risks: Gucci's decline raises questions about the brand's ability to adapt to changing consumer tastes. For retail investors, this emphasizes the risks associated with investing in specific brands and the importance of evaluating brand strategies and market positioning before making investment decisions.

How Can You Use This Information?

Here are some of the investing ideas that can be explored using this information:

Value Investing

Retail investors can explore potential opportunities within Kering SA if the decline in share prices is perceived as a temporary setback, indicating the stock may be undervalued.

Value investing searches for undervalued companies that trade for less than their intrinsic values, with the expectation that the market will eventually recognize them.

Defensive investing

Given the challenges Kering and the luxury industry faces, retail investors may consider adopting a defensive approach, focusing on companies or sectors less susceptible to economic downturns.

Defensive Investing focuses on securing a portfolio by choosing companies that are less sensitive to economic downturns.

Sector Rotation

Retail investors can assess the luxury goods sector as a whole and consider rotating their investments into other sectors that may offer greater growth potential or stability in the current market conditions.

Sector Rotation is the practice of shifting investment capital from one industry sector to another to take advantage of the economic cycle.

Geographic Diversification

Given the impact of the decline in Gucci sales on Kering's performance, retail investors may consider diversifying their international holdings to reduce exposure to any specific region or market.

Geographic Diversification expands a portfolio's reach by investing in assets across different regions to mitigate the risk associated with any single country.

Read What Others Are Saying

Bloomberg: Kering’s Gucci Warning Wipes $7.9 Billion Off Market Value

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What you should read next:

Popular ETFs

Some investors prefer to invest in stocks via an exchange-traded fund for ease and reduced risk. Some popular ETFs include the following:

  • U.S. Global Investors Global Luxury Goods Fund (USLUX): The Global Luxury Goods Fund offers investors an opportunity to engage with companies worldwide that specialize in creating, producing, and selling high-demand, non-essential products and services across various cultures and societies. This investment approach targets the luxury goods sector, encompassing a wide range of consumer discretionary industries. Such industries cover apparel, automotive, home and office items, leisure and recreation products, facilities, discretionary retail, travel, and beyond, presenting a diverse portfolio within the luxury and high-end market segments.

  • Consumer Discretionary Select Sector SPDR Fund (XLY): This ETF offers exposure to the consumer discretionary sector within the United States, including companies from the retail, media, and luxury goods segments. While it provides broader sector exposure, top companies in this fund may include large retailers and luxury goods companies, offering a balanced investment that includes but is not reliant on luxury brands like Gucci.

  • VanEck Vectors Retail ETF (RTH): This ETF focuses on the retail sector and includes a mix of traditional, online, and luxury goods companies. Investing in this ETF could allow investors to capitalize on the broader retail market's strengths, possibly providing stability despite specific brands' fluctuations.

  • Fidelity MSCI Consumer Discretionary Index ETF (FDIS): This ETF tracks the MSCI USA IMI Consumer Discretionary Index, which represents the performance of the consumer discretionary sector in the U.S. equity market. It includes companies from various sub-industries, including automobiles, household durable goods, and apparel, and luxury goods could be part of its holdings.

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This article does not provide any financial advice and is not a recommendation to deal in any securities or product. Investments may fall in value and an investor may lose some or all of their investment. Past performance is not an indicator of future performance.

Patricia Miller does not hold any position in the stock(s) and/or financial instrument(s) mentioned in the above article.

Patricia Miller has not been paid to produce this piece by the company or companies mentioned above.

Digitonic Ltd, the owner of, does not hold a position or positions in the stock(s) and/or financial instrument(s) mentioned in the above article.

Digitonic Ltd, the owner of, has not been paid for the production of this piece by the company or companies mentioned above.

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