THE LUXURY ITALIAN FASHION DESIGN HOUSE GUCCI HAS DECLARED WAR ON COUNTERFEITERS, RELEASING NEWS THAT IT PLANS TO COLLABORATE WITH RENOWNED AUCTION HOUSE CHRISTIE'S TO SLOW THE TRADE IN FAKE GUCCI PRODUCTS WITH A SPECIAL RESALE SERVICE ADMINISTERED BY THE AUCTION HOUSE. THE NEW SERVICE WILL ALLOW POTENTIAL SELLERS TO SUBMIT PHOTOGRAPHS OF VINTAGE GUCCI PRODUCTS TO CHRISTIE'S, WHOSE SPECIALISTS WILL VALUE THE GOODS AND PLACE THEM FOR SALE ON A SECTION OF THEIR WEB SITE. THE PARTNERS SAY THAT UNLIKE ONLINE AUCTIONEER EBAY, THEY WILL BE ABLE TO VOUCH FOR THE AUTHENTICITY OF THE GOODS OFFERED ON THE SITE. 'I FEEL IT IS A NOBLE, APPROPRIATE, AND MODERN WAY TO PROVIDE ACCESS TO ORIGINAL GUCCI VINTAGE PRODUCTS TO A RELEVANT, AND WELL-TARGETED AUDIENCE', PATRIZIO DI MARCO, GUCCI'S CEO STATED. CHRISTIE'S AND GUCCI ARE BOTH OWNED BY THE PPR LUXURY GROUP, MAKING THE TWO NATURAL ALLIES. THE INITIATIVE IS PART OF A BROADER EFFORT BY GUCCI TO CELEBRATE ITS FASHIONABLE HERITAGE IN THE RUN-UP TO THE 90th ANNIVERSARY OF ITS FOUNDING, WHICH IT WILL CELEBRATE IN 2011. NEXT YEAR, THE COMPANY PLANS TO OPEN A MUSEUM DEVOTED TO ITS RICH AND COLOURFUL HISTORY IN FLORENCE.
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