Gucci Taps Into Virtual Fashion With Digital Outfits From Its Collections
By Thanussha Priyah, 09 Sep 2020
Image via Gucci
Gucci is expanding its collection to the virtual world.
The company previously partnered with Genies, an app for avatar-to-avatar communications with the use of artificial intelligence. The luxury label lets users customize their digital “clones” with 200-odd digital pieces from a real-life collection.
This month, the company launched its app with an AR function for users to try out 19 sneakers, designed by creative director Alessandro Michele, in real-time. It also enabled users to design their own Gucci-branded sneakers with the app.
Gucci is now looking to create virtual outfits from its latest collections into games for players to wear, trade, and sell.
The venture into the digital sphere might encourage consumers to buy Gucci items in real life. Furthermore, they can be valued as digital products for fans to store and enjoy online.
“The virtual world is creating its own economy,” Gucci’s chief marketing officer Robert Triefus said, per Fast Company. “Virtual items have value because of their own scarcity, and because they can be sold and shared.”
Triefus also shared that the designers at Gucci are developing pieces with the idea that the clothing will exist in multiple scenarios. It can be worn in real life and on avatars, as well as integrated for games in the future.
The emphasis is on gaming as Gucci hopes to stay ahead of the curve when it comes to future trends. Triefus knows that “the worlds of fashion and gaming are colliding,” so the brand is experimenting fashion on the virtual realm to put itself “in a good position to be ahead of the trends when they become ingrained.”
#Gucci came up with this feature where the users would point their smartphone, select from a range of 19 different sneakers to see a digital overlay on their feet. The app also allowed them to click and share photos on social media.#Gamificiation #Retail #Clothing pic.twitter.com/8YOCiop6fJ— CaseReads (@casereads_) September 7, 2020
2/3 Our exclusive partners will become a part of culture by partnering with top tier celebrities, amplifying their brand with avatar integration, and living in conversations with the next digital human race. pic.twitter.com/ebklcYKWYS— GENIES (@genies) July 30, 2019
[via Fast Company, cover image via Gucci]
More related news