Morgan Stanley pulls plug on Kering stock as Gucci woes deepen

Kering stock fell 3% on Monday after Morgan Stanley downgraded the Gucci owner.

The setback arrived just as investors were looking for firmer evidence that the group’s long-promised turnaround is starting to show up in sales.

The move matters because it lands days before Kering’s first-quarter 2026 revenue update on April 14 and its Capital Markets Day on April 16.

The events will test whether management can turn an improving narrative into something markets trust.

The downgrade also reflects the mood of investors as they still seem to back the Kering stock, but are clearly less willing to buy the recovery story on promise alone.

Morgan Stanley steps back as Kering rally loses steam

Morgan Stanley cut Kering to “equal-weight” from “overweight” and lowered its target price to 320 euros from 330 euros.

The investment bank said that the stock’s earlier outperformance now leaves less room for upside.

According to the note, the bank is turning more cautious after a strong run in the shares and ahead of near-term events that may be hard to clear if Gucci’s recovery still looks patchy.

Kering's stock was down more than 3% after the call.

What makes the reversal stand out is that Morgan Stanley had been notably more upbeat not long ago.

In October 2025, the bank upgraded Kering and backed the sector’s “burst of creativity,” joining a wave of optimism for new creative leadership.

At that point, Kering had become one of Morgan Stanley’s preferred names in European luxury.

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Gucci is still the story

At the centre of the debate is Gucci.

In February, sales numbers at the flagship Italian label fell 10% in the fourth quarter, the tenth straight quarterly decline.

Gucci still accounts for most of Kering’s profit, which means any wobble there has an outsized impact on the investment case.

Morgan Stanley’s latest concern is that the commercial rebound remains too slow.

The bank now expects Gucci’s first-quarter 2026 sales to fall 6.2%, weaker than its previous view, after channel checks pointed to a more difficult start to the year.

That fits a pattern investors know well by now: there may be more brand energy around the new creative direction, but the sales recovery is still not coming through clearly enough.

All eyes on Kering’s April tests

That is why the calendar matters so much.

Kering has confirmed that first-quarter 2026 revenue will be published on Tuesday, April 14, after market close, with its Capital Markets Day following on April 16 in Florence.

The first event will tell investors whether Gucci’s weakness is easing at all.

The second will show whether management can present a plan that feels concrete enough to restore conviction.

Morgan Stanley’s downgrade sharpens the argument over Kering stock.