Welcome to Gucci Town!
Where you can finally (virtually) afford that GG bag you’ve been eyeing
The Italian fashion house, Gucci, is at the forefront of luxury brands online and is expanding its digital presence. It made history by launching the first NFT for a luxury brand and created a popular two-week Gucci Garden experience on Roblox. The virtual bags sold so well that one even went for $4,115, more than its physical retail price. It’s not surprising that Gucci was the most popular luxury brand online in 2022.
Following the success of Gucci Garden, the brand opened its doors to a permanent space on Roblox — Gucci Town. Launching in May 2022, Gucci created an immersive virtual world that will allow you to experience the brand in an exciting new way.
A Day in the Life in Gucci Town
Let’s imagine for a second that we’re visitors to Gucci Town. What’s our day looking like?
Designed like a virtual piazza, at the heart of Gucci Town is a big garden that centers the classic GG monogram. For our first stop, let’s head to the Vault Plaza, an exhibition space that is the virtual counterpart of Gucci’s experimental concept store, Vault. Here we can gather inspiration for the day as the Vault Plaza showcases some of Gucci’s latest products and collaborations. Once our creative juices are flowing, we can head to the Creative Corner, where we can create our own digital artwork and also vote on the pieces that were created by a visiting artist.
After a long morning, we can head to Power-Up Place, a cafe where we can meet, interact, and hang out with other users. After this, we, along with our friends, can head over to Mini Game Heights, where we can participate in different games and contests. Finally, we can end our day in the most awaited space of Gucci Town — Gucci Shop. Here, we can shop for digital Gucci items with Robux and dress up our avatars.
Gucci Gang
One of the main objectives of Gucci Town is to build a community by providing a virtual platform that encourages engagement and interaction between users. As Gucci’s EVP of New Business, Nicolas Oudinot, told The Verge: “the starting point when designing the experience has always been the community.”
Gucci Town strongly encourages user engagement with various opportunities to interact and explore. It’s inclusive, catering to different interests and abilities, and encourages collaboration through teamwork activities and challenges. The virtual world reinforces the brand identity of Gucci, creating a space that embodies its values and aesthetic.
Adjusting to New Markets
Another objective of Gucci Town is to reach new audiences. By creating a virtual world, Gucci has made its brand more accessible to a younger, tech-savvy audience. They wanted to create a digital experience that would resonate with Gen Z and Millennial consumers, who are increasingly looking for ways to engage with brands beyond traditional advertising.
Gucci Town also gives players the chance to customize their avatars and their own clothing designs, giving them a sense of personalization. This customization feature allows the brand to appeal to a wider range of tastes and preferences. This helps the brand reach new audiences by being more inclusive and welcoming to players of all kinds.
Attainable Luxury
Another objective of the Gucci Garden is to make the brand feel more attainable. Gucci is a luxury brand for a reason and, as such, is not affordable for a lot of people. Gucci fills this gap by making virtual products accessible to almost everyone, regardless of socioeconomic status. Gucci Town makes use of GG Gems, which are an in-game currency that can be used to buy power-ups and virtual Gucci products. The more visitors interact with the different activities within the space, the more they will be rewarded with GG Gems.
While some luxury brands would want to maintain an elitist approach and only be afforded by a few, Gucci’s tactic is definitely forward-thinking. By making their virtual products more accessible, Gucci is building brand love and brand loyalty with the generation that will soon have higher purchasing power.
Another Digital Win
With over 40.6 million visits since its launch, there is no doubt that Gucci Town is a success. It also received a 4 out of 5 rating from over 48,000 players on Roblox. Furthermore, this campaign has definitely increased Gucci’s brand awareness, brand engagement, and reach.
Gucci has been taking revolutionary strides these past few years and has become a pioneer for luxury brands. They are well aware of how the market is changing and how the different platforms are evolving, and they were able to adapt to these before any of their competitors did. Hats off to Gucci for a job well done!
What’s the first thing you would do if you were to visit Gucci Town?
As always, thank you for reading this week’s blog, and I will see you in the next one!
