Gucci Ahead in the Technology Game

The fashion industry, including luxury brands have been exploring contemporary ways of integrating technology into their brand, designs and marketing strategies. AR and VR (augmented reality and virtual reality) has been one of the most progressive and exiting developments.

Gucci have always been in the forefront of innovation and has yet again proved this with implementation of AR features to revolutionise their app.

The Gucci app has to be my favourite luxury fashion app at the moment. The Italian luxury fashion label has long been at the forefront of luxury fashion innovation – their app, and the high quality service it provides proves just that. First transformed in 2020, it has continued to gain popularity among fashion enthusiasts all around the world, because of its interactive features and innovative ways of presenting their products, which perfectly matches the brands forward thinking image.

The app, which is available on IOS and Android devices, intends to improve your overall shopping experience using progressive technologies like AR.

The homepage welcomes you to explore the Gucci Vault, alongside online pre-launches, the most recent fashion show, and gives direct access to their products for purchase. The products come with representative runway videos, and product descriptions. This is a great feature for seeing how the clothes look in motion, as well as allowing you to experience other creative things that Gucci are currently up to.

Moreover, and my personal favourite feature, is the AR ‘Try-On’ element, which is intended to engage and amuse users. This feature takes ‘try before you buy’ to a whole different level and is perfect for you rational shoppers out there. It enables you to digitally try on various pairs of shoes, eyewear, beauty products, trending beauty looks, nail art, watches, hats, and even home décor. Due to its unique approach to shopping, this feature has been especially popular and has gotten extensive media notice.

Following on from this absolute success of this concept, Gucci partnered with Snapchat in 2020 to promote their new line of trainers. This collaboration was similar to the in app AR and allowed you to try on the shoes through a Snapchat filter. Although only available for those with a Snapchat account, it certainly gave Gucci a lot of exposure, especially with younger consumers who are more familiar with Snapchat and social media platforms similar. As well as benefiting the consumers shopping experience by making it fun and interactive, this feature really set Gucci ahead of its competitors. As the first luxury brand to commit to and implement such a progressive technology into their brand, the unique feature not only created a buzz around the brand but labelled Gucci a trend setter and innovator forever more.

I personally used the feature, and it is really helpful! Especially in terms of colour and shape, I can clearly see how it may be helpful for customers who want to get a sense of the products' appearance before making a purchase. In fact, I even discovered that I preferred shoes that I did not consider to be my style!

It is also a creative way for Gucci to display their products, which some users may not have discovered unless using the filter. I actually found that trying on the products became quite addictive and it certainly made me look at products that I would not have otherwise.

In my personal experience, the visuals needed a bit of development, but the quality is impressive, especially in terms of how prompt it is through a standard phone camera. As a consumer, I can look past the visuals not being 100% accurate and instead recognise the endeavour from Gucci, who are investing in innovative technology. I would definitely recommend the sneaker, nail polish and eyewear try ons as these worked the best for me.

The AR feature is not only practical for the consumer, but it also helps to maintain Gucci’s viability, by reducing the number of exchanges and returns. It reduces the returns because, naturally, customers gather whether or not they like the product before purchase. This goes hand in hand with the fashion industries attempts at becoming more sustainable – and is just one way that the brand is using technology to promote sustainability. As well as reducing the number of returns, this feature means that Gucci can lessen the quantity of physical samples that must be created and transported around the globe. In turn, this aids in lowering the carbon emissions linked to manufacturing and transportation.

In addition, the Gucci app provides access to a variety of special events, designer interviews, and behind-the-scenes footage. The interaction this gives between the brand and its customers is made more intimate and engaging by the material that fosters a feeling of community among Gucci devotees.

The personalisation that comes as a seamless addition is also another beneficial element of the app. When you register, you can access customised recommendations based on what you previously browsed and purchased, and products directly suited to your own personal style are easier to find.

Other features include the ‘Arcade’ which has a similar retro 80s style to many of their clothes. Here you can play games based on recent launches. Though seemingly a little random, I can see the attempts at keeping their consumers engaged and entertained throughout lockdown, which is when this feature was first added. Although an engaging feature, I do think it would be great if there was some sort of reward at the end of each completed world, even something as simple as a fact about Gucci!

My most used feature of this app is the final section, The Gucci podcast.

So what is it? Suitably titled "The Gucci Podcast", it is a new channel for the brand to engage and connect with consumers. The podcast is a collection of episodes that discuss a variety of subjects, including music, art, and fashion. It hosts a range of guests, including musicians, artists, and insiders from the fashion business, who share their knowledge and experiences.

One reason it is my most favourable part of the app is that it provides a behind-the-scenes look at the company which gets me invested. I feel a sense of community, having listened to employees at Gucci, listened and learnt about the innovative process that goes into creating the companies well-known designs. It almost feels like a one-of-a-kind chance to see how the company operates.

Some of its appeal stems in part from its novel perspective on culture and fashion. It tackles subjects like sustainability, diversity and inclusivity, all of which are important in today's society. It's a welcome departure from the rhetoric used frequently in the fashion business and demonstrates Gucci's dedication to becoming a socially conscious company.

And of course, it is another key feature of the high end service that Gucci provides for its consumers.