Is it Possible to Use Only $13 to Purchase a Pair of Authentic Gucci Sneakers?
Yes, it’s now possible with Augmented Reality (AR).
Gucci is selling $12.99 sneakers?
When I scan on social media this week and accidentally see a Chinese fashion influencer post an article stating that “you can purchase a pair of Authentic Gucci shoes within $12.99”, I was a little shocked. A $12.99 AUTHENTIC Gucci shoes? It’s insane! But I cannot help to open this article to see what happens.
Okay, a pair of $12.99 digital sneakers. That makes a lot of sense…
This sneaker is called “The Virtual 25”. It’s a chunky slime-green, bubblegum-pink, sky-blue shoe that looked significantly like in cyberpunk theme. Users can “try on” the sneakers — available via in-app purchase from either the Gucci or Wanna AR apps — and wear them in other virtual worlds, including the virtual reality social platform VRChat and online game Roblox.
After reading that article, I have lots of questions like, Why Gucci made this? Will customers pay for this since it’s virtual and a bit ugly (no offense, just my point of view)? So I’ve tried to understand this move by searching for more information…
To me, it’s more like a stunt to create social buzz than a digital product.
It’s well-known that Gucci has spent the last five years experimenting in the digital world to connect with Generation Z customers, who are low buying powers but have strong influences. This brand has shown its complete understanding of Gen Z by reinventing itself by actively adopting emerging technologies to create digital content and collaborate with partners to deliver digital products. These strategies have paid off, as Gucci is the №1 most popular luxury brand among Gen Z and millennials in 2020.
Implementing Augmented Reality (AR) is part of Gucci’s strategies, and Digital Sneaker is not Gucci’s first try in AR. Early in 2019, Gucci has launched AR technology to let customers virtually “try on” shoes and see how they look before buying them. This brand also collaborates with The North Face in the Augmented Reality Game Pokémon GO in January.
Digital Sneaker “The Virtual 25” is like an upgrade of Gucci’s strategy. It uses AR not just as a tool to help its customers see how they look with the products but as a digital product that can allure its targets to purchase and share on social media to create a significant social buzz. This move shows the brand's total considerations of Generation Z’s fondness of the virtual world, strong influences, and low buying powers, and make full use of it. It’s brilliant!
Augmented Reality is saving the marketing world!
Actually, I am pessimistic about Augmented Reality when I first touch this technology. I mean, why I (as a consumer) need to join a stupid campaign that scans a pattern to the AR effect? It’s boring and superficial!
But now, seeing more and more implement AR technology to assist customers in the buying process, I feel confident that this technology can help marketers engage their customers better. Especially last year, when the world without bricks and mortar, AR has acted as the most helpful tool for cosmetics and clothes brands to help consumers virtually try products and make them purchases online. With the more and more popular e-commerce, AR can be a helpful assistant to help companies achieve their marketing objectives.
Another lesson from Gucci’s strategy is that we should always stay focused on the future. Don’t fix your mindset. Stay in trend with the new marketing tools and learn how to use them to help your business. I always alert myself in my previous blog, always learning, constantly changing, adapting, and evolving in the marketing world agilely. These words are what we should always keep in our minds!
See you down the marketing road😉!
