A PESTEL analysis of Gucci's macro environment revealed many oppositions and obstacles for the brand as a whole. The PESTEL acronym includes political, economic, socio-cultural, technological, environmental and legal/regulatory factors that must be considered. Political factors include taxation, tariffs and quotas as well as foreign trade regulations, which also relate to the legal/regulatory issues that Gucci faces. Economic factors include GDP and inflation, changes in consumers' disposable income as well as unemployment and the current business cycle the economy is in. Sociocultural factors include changes in lifestyle, tastes and preferences, changes in consumerism and overall population distribution. income in society. The technology component incorporates the rise of new patents and policies, new technologies and machines, and the ever-expanding Internet, which includes local and global connections. The increase in e-commerce also affects Gucci externally. Environmentally, with the growing awareness of sustainability and scarcity, Gucci faces a huge hurdle in how its products are manufactured and distributed. Legally, the brand faces counterfeiting issues that affect not only its sales, but also its overall image, personality and quality. With