For example, in March 2020, Gucci created a collection of digital sneakers that consumers could try on using augmented reality. Through the “Gucci Sneaker Garage” available on the Gucci app, shoppers can purchase a pair of digital sneakers, called Lebanon Phone Number List the Gucci Virtual 25, and wear them using augmented reality technology in the Gucci app, as well as in apps. partners like Roblox and VRChat. The sneakers cost $ 11.99 in the app and are designed by the house’s creative director, Alessandro Michele. They feature a chunky design and ’80s-inspired neon colors. Of course, these signature products feature the GG logo on the soles and on the tongues.

Additionally, in the Gucci Sneaker Garage, shoppers can customize the sneakers to create unique versions that match their personal style. Brands believe that using NFT digital collections helps them reach more consumers and specifically target them in certain environments, like gaming, esports, social media, etc. In this case, NFTs are used in conjunction with 3D visualization and virtual fitting technology to deliver a more engaging and convergent digital shopping experience. Contact us: 3D visualization, virtual testing, personalization Hapticmedia has over 15 years of expertise in immersive technologies, including 3D visualization, customization and configuration, engraving, augmented reality, virtual testing, and is supported and covered by LVMH, Forbes , Les Echos, Le Point, BFMTV.

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Consult our client projects here with Gerlain, Kenzo, Baume & Mercier , Baccarat, Edenly or contact us now to see the concrete improvement we will bring to you. Gucci reinvents itself by creating digital content and digital products With Marco Bizzari as CEO and Alessandro Michele as Creative Director, Gucci has succeeded in implementing a marketing strategy targeted at Generation Z, the group of consumers with seemingly low purchasing power but heavily influenced. . According to Forbes, BCG partner and CEO Sarah Willersdorf said that while these young audiences only accounted for 4% of global luxury consumption globally in 2018, that percentage is set to double by 2020 . In regions like China, Gen Z is responsible for up to 15% of the country’s luxury purchases .

In order to attract these young consumers, who have not yet been fully taken into account by other luxury brands, Gucci is reinventing itself by actively adopting emerging technologies and digital marketing tools to create digital content, like reality. augmented reality, virtual reality, AI chatbots, applications, as well as by collaborating with partners to deliver digital products , such as virtual versions of its collections and products. For example, Gucci created virtual versions of its esports collections and products like Tennis Clash , for platforms like Roblox , for the fashion-themed video game Drest, and for VR chat apps where users could dress their avatars with Gucci products.

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In Tennis Clash, users can use digital pieces of Gucci clothing and accessories to express their style, with an emphasis on sporty luxury . In Roblox, the brand surprises users with iconic accessories such as the Marmont bag, guitar bags, sunglasses, jewelry, and more. And now, Gucci sells digital sneakers for $ 12 In March 2020, Gucci created a collection of digital sneakers that consumers could try on using augmented reality . Through the “Gucci Sneaker Garage” available on the Gucci app, shoppers can acquire a pair of digital sneakers, called the Gucci Virtual 25, and wear them using augmented reality technology in the Gucci app, as well as in partner apps like Roblox and VRChat. The sneakers cost $ 11.99 in the app and were designed by the brand’s creative director, Alessandro Michele.

They have a thick design and neon colors inspired by the 80s. These signed products of course carry the GG logo on the soles and on the tongues. Additionally, in the Gucci Sneaker Garage, shoppers can customize the sneakers to create unique versions that match their personal style. Gucci and Générations Z: Strategy and results In recent years, Gucci has become Kering’s top performing brand due to incredible sales growth. For example, in the first half of 2018, its turnover increased by 49%. According to Statista, the fashion house also closed 2019 with $ 9.6 billion in sales , a figure significantly higher than either Saint Laurent ($ 2 billion) or Bottega Veneta ($ 1.16 billion).

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