Image Credit: HypeBeast
Dominating the virtual space
Over the last few years, Gucci has been making its presence known in the virtual world. The iconic brand has done this in a way which is not so much dipping its toe into the free-dimensional world, rather, jumping in headfirst and causing a cultural tsunami.
From Augmented Reality (AR) try-on features to experimental digital spaces and buying digital real estate, Gucci’s recent ventures into the virtual world has got us all talking about them. Last week’s launch of their Gucci’s new virtual cryptoart space has kept this conversation going. How has Gucci utilised AR and is this merely expensive marketing or, rather, paving the way into the new age?
Virtual Try-on
In 2018 Gucci partnered with Snapchat to release a try-on lens on their platform. Available internationally, it allowed Snapchat users to try on Gucci shoes in AR. It was incredibly successful and part of the experience was visiting the online Gucci store after virtually trying on the trainers, making it easier than ever to buy Gucci’s products.
Gucci has now unrolled this feature onto its own app, where customers can now try on more than just trainers. Makeup, nailart, watches and even home decor, Gucci yet again enhanced the customer experience of online shopping, thrusting itself into the present age, keeping itself as relevant as its fashion.
Image Credit: Footwear News
Digital-only fashion
Around one year after Gucci began its AR journey with Snapchat, it launched a project which took its ventures to the next level – Gucci designed a pair of trainers which exist solely in the virtual world. Named ‘Virtual 25’, the fluorescent trainers were launched in collaboration with Wanna, available to try on using AR as well as to wear in photographs.
The digital trainers were launched on the online Gucci Sneaker Garage, and purchasing them unlocked a downloadable version of the trainers which could be worn on the users’ avatars on the game Roblox and the virtual reality social platform VRChat. Since this, Gucci has made available a range of accessories to be used in the same way and has added further virtual pieces for the game The Sims 4.
Image Credit: Dazeen
Vault
In November 2021 Gucci, yet again, plunged itself deeper into the virtual space and launched Vault. Vault is an online concept store which showcases vintage pieces from the brand. Each item is accompanied by a profile, detailing the item’s history and story – something important in maintaining the brand’s luxury feel – and is intended to give buyers a relationship with their chosen items.
Since its launch, Gucci has added various aspects to Vault. Users can now access through Vault Gucci’s digital real estate on Sandbox – a metaverse world where users can buy, develop and sell virtual real estate. Users can also access Gucci Town on Roblox – a free-dimensional location offering virtual experiences such as games, art exhibitions and shopping, as well as being able to connect with people around the world.
Image Credit: Roblox
Cryptoart Gallery and Auction
Gucci’s new Vault Art Space is the most recent feature in its venture into the virtual realm. On the 23rd June 2022, Gucci released the project in partnership with SuperRare. It is the brand’s first cryptoart exhibition, titled ‘The Next 100 Years of Gucci’ which showcases ‘collectable fragments’ from 29 artists that twist the past and present to envision the future of Gucci.
Cryptoart has emerged to reintroduce scarcity and value into art. An Indelible signature is assigned to the artwork (Non-Fungible token) and ownership of such tokens denotes ownership of the corresponding artwork, as well as all copies of it.
The pieces are available for auction solely by using the currency Ethereum (ETH) and the space will be continuously restocked with fresh pieces.
Image Credit: Vault
What is the significance of Gucci’s virtual ventures?
In navigating its way through the digital space, Gucci is undoubtedly pushing the limits of conceptualisation and bending dimensions. Gucci’s journey has been an incredible marketing strategy where it has thrusted itself into conversations about the future and with phrases like ‘cryptoart’, ‘Ethereum’ and ‘free-dimension’ making us stop in our tracks and ask what these emerging concepts actually are, the brand remains more relevant than ever.
Gucci’s virtual ventures unquestionably fits with their brand – it is experimental, forward-thinking and lacks rules – much like its fashion. Gucci has been able to understand where the future of fashion is heading, paved that exact way and not changed in its identity at all through the journey. Yes this is marketing at its top tier, but it is also nothing short of the carving of a new epoch.
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