Augmented Reality Can Be Real Gucci
Yes, Gucci the brand but by “gucci” I also mean “fancy” and “fashionable”.
We live in a world where we do not have to leave the house to try on glasses, accessories, shoes or even makeup in order to feel a level of certainty when making a purchase. We live in a world where that certainty is provided by augmented reality on brands’ websites, letting us try things on virtually without having to physically be in-store.
So, what exactly is augmented reality? Let’s not get it mixed up with virtual reality. Virtual reality is completely virtual and controlled by a system, while augmented reality uses the real-world setting. In other words, augmented reality enhances the actual physical world using digital visual elements, sound, or other sensory stimuli through technology, like our smartphones for instance.
Augmented reality (AR) is not at all new to the business world, it has been around and continues to become a big part of brands’ digital campaigns. AR has definitely been rapidly growing among companies that have an online presence, and Gucci is no exception.
Snapchat goes Gucci
In July 2020, to promote their new sneaker collection, Gucci partnered with Snapchat to launch their first global augmented reality shoe try-on campaign on the platform. They created AR try-on lenses to let Snapchat users see how Gucci sneakers look on their feet. Needless to say, the collaboration was a huge success. Check it out!
To test out the sneakers, all the users needed to do was pick a pair on Gucci’s Snapchat and point their phones’ cameras at their feet to see the shoes on their feet on-screen. Consumers get the AR try-on options of Gucci’s Rhyton, Tennis 1977, Screener shoes, and Gucci Ace. Not only that, but Gucci also created a try-on lens for each gender and two different pairs of sneakers inside each lens.
From the lens itself, Snapchat users could go straight to Gucci’s website to purchase the product online after their AR experience. Not only did this campaign succeed in fostering brand engagement, but it also generated an impressive amount of sales from Snapchatters!
Augmented Reality for the win
Gucci is no stranger to augmented reality try-on as they have implemented it on their IOS app since 2019. However, the augmentation only revealed its true potentials when Gucci collaborated with Snapchat to create the try-on on their platform in 2020.
When Snapchat went Gucci, not only the marketing but also sales expectations were exceeded. The try-on campaign was originally created primarily to raise awareness and excitement around the launch of their new sneaker collection. In return, however, it generated an astounding amount of attention and engagement, and that translated directly into sales.
Through this try-on campaign, Gucci also successfully reached consumers on a social media platform where the primary users are Gen Z. These are younger fans of the brand that do not necessarily have much income to afford luxury products yet, but whose brand loyalty still plays a huge role in the long run. With a dedicated and convenient “Shop Now” button located in the lens, Snapchatters had a great time experimenting with the AR try-on and seamlessly purchasing the products.
Gucci Virtual 25
Gucci found great success in the virtual world and obviously they won’t be stopping there. In March 2021, Gucci released their first virtual sneakers that could only be worn in a virtual environment called the Gucci Virtual 25.
It is essentially a pair of neon-coloured, digital-only trainers that people can try on using augmented reality and “wear” in photos for social media. Just like a Snapchat or Instagram filter, the sneakers can be purchased on Gucci’s app for $9-$12 and “worn” on your feet in pictures to be posted online. Talk about virtual wearables! I am not a fan of neon colors but I have got to admit that the shoes and concept are pretty cool.
Online purchasing is now reimagined
In this age of digitalization, augmented reality is surely a gift to the world of marketing. Not only does it give customers unique experiences with the convenience of tapping into their mobile devices, but it also allows consumers to try products before buying them, which actually helps drive sales and enhance the brand value greatly.
Augmented reality is here to stay. The more advanced technology becomes, the higher the demand for virtual assistance and the more augmented reality is expected. Taking the retail industry for example, this is how significant augmented reality is to the industry:
Just like IKEA’s Studio and Sephora’s Virtual Artist, more and more brands are implementing augmented reality every day. With AR, businesses can provide a richer and more memorable user experience, increase brand engagement, enhance perceived products’ value and convey brands’ innovation.
In business and marketing, augmented reality can be technical and informational. But like I said, in the fashion industry, augmented reality can be real gucci.
