Gucci sales plunged as shoppers turned away from Kering’s largest brand that’s undergoing a second design revamp in three years.

Gucci sales, which make up nearly half of total group revenues, plunged 25% over the quarter to 1.46 billion euros.

Gucci owner Kering , reported on Tuesday a 15% drop in quarterly revenues, falling short of market expectations, with its finance chief flagging further price hikes in the United States to counter tariffs.