In December 2000, McQueen sold 51 percent share of his business to the Gucci Group. Although the actual sum involved was never disclosed, it was thought to be in excess of 20 million dollars (Watt 26). The designer celebrated the deal not with a high-profile party or even dinner. Instead, he went to Brighton with a close friend and took his dogs for a nighttime stroll on the beach (ibid 26).And true to himself, McQueen had indeed learned a huge amount while working at Givenchy and understood more than ever the potential of pioneering cut and fabric development. By this time the refinement of his output almost belied the unharnessed energy that drove it (Bolton 23). Ultimately, the greatest insight into McQueen was always to be found in his shows. The primary purpose if a runway presentation is to launch a particular collection. It also functions as an extremely effective marketing tool to broadcast the values of a house mire broadly (ibid 23).