Gucci Launches Augmented Reality Sneaker Try-On

Gucci has become one of the most popular high-fashion brands in recent years offering a wide range of products from clothing and accessories to shoes. In June 2019, Gucci released a feature on their mobile app to promote their sneaker line that uses augmented reality (AR) technology that allows users to virtually try on their sneakers. The brand’s sneakers range in price between $600 to over $1000 a pair depending on the style and design. This can be a major investment for consumers and not all consumers have access to a Gucci store to try the shoes on before taking the plunge and making the investment. That is where the Gucci AR virtual try-on is helpful! It will do several things: it will allow people who have been considering purchasing a pair of the Gucci sneakers to finalize their decision and pull the trigger, and it will influence consumers who may not have thought about getting a pair of Gucci sneakers to consider buying a pair after seeing how they will look with a multitude of outfits.

This feature is also quite beneficial to the company as it increases the number of satisfied customers who were able to make an informed decision when buying their Gucci sneakers. This helps increase customer satisfaction and brand loyalty while simultaneously decreasing the costs of returned items. Not only does Gucci offer the AR technology in their app, but they also partnered with the popular social media platform, Snapchat to reach a broader audience in promoting their shoe line. This direct marketing tactic increases the traffic generated on the Gucci site because seeing a small selection of shoes on the Snapchat filter gets people excited about the other shoes they can “try-on.” The user’s engagement with the filter acts as permission for the brand to market to that person, which Seth Godin claims will lead to “education and to a sale.”

I think that this partnership with Snapchat and the use of AR technology on their app is going to increase sales and customer loyalty for Gucci as the brand is a status symbol to many. For consumers to be able to feel their desire for status being fulfilled through a Snapchat filter is a great way to reach a wide audience who may not already be Gucci customers and they become inspired to shop the brand. This also increases brand loyalty for consumers who are already fans of the brand and have purchased from them before because it assists them in making an informed decision when selecting their next Gucci product to purchase.