Gucci has started selling two sneaker models labeled Made in China, breaking with the brand's longstanding Italian manufacturing tradition as designer Demna works to regain market share. The decision reflects the technical requirements of the shoes, Gucci said, and does not signal a broader production shift away from Italy. The move comes during a severe downturn for Kering's flagship brand: Gucci sales have halved over the past three years, dozens of stores have closed, and an early bounce in Kering's share price has fallen flat this year. Analysts warn that Chinese production could complicate Gucci's effort to restore its high-end image, particularly as the brand cuts selected prices to appeal to aspirational shoppers, luxury buyers more sensitive to price than the super-rich.