Understand GUCCI’s Metaverse Marketing in one article!

With the popularity of the Metaverse, related concepts and marketing methods have been sought after by brands, making the Metaverse a hot topic in various fields such as marketing and capital. Brands that want to achieve breakthroughs in communication methods, interaction methods and interactivity have chosen to use Metaverse content as a carrier to seek long-term growth.

The metaverse is essentially a virtualized and digital balanced space established relative to the real world. For brands, it needs to be constructed through content production, market layout, user experience, marketing monetization and other aspects in order to achieve high-quality user experience, stimulate the brand's premium ability and enhance the brand's monetization ability.

It can be said that the current metaverse is constantly evolving and developing, and the marketing forms that carry the concept of the metaverse are also varied. For example, "Honor of Kings" embraces the metaverse and launches the virtual idol "Infinite Kings Group", which realizes interaction with users through perfect virtual images; China Oriental Performing Arts Group and Alibaba Entertainment jointly launched "Only Green", this digital collection commemorative ticket realizes digital issuance, purchase, collection and use in one; GUCCI has established a virtual wearable experience based on XR and VR technology, realizing interaction between the brand and users.

With the emergence of new concepts and gameplays of the Metaverse, how should brands embrace this hot topic? How can we integrate new concepts into the brand’s DNA? Perhaps, we can explore new ideas for the implementation of the metaverse concept from the attempts and layout of GUCCI, a luxury brand that entered the field of digital innovation earlier.

Using virtual technologies such as XR and VR, offline try-ons are moved online

With the rapid development of e-commerce today, offline stores have become fitting rooms for many consumers. They save time and make purchases by trying on products in offline stores and then purchasing online. In the process of experiencing online consumption offline, on the one hand, it saves users’ time in trial and error, and on the other hand, it stimulates users’ sensory experience to achieve the purpose of stimulating users’ consumption.

Therefore, GUCCI teamed up with Snapchat to launch a dressing service with four styles. Users can try on GUCCI sneakers online. When users choose shoes on Snapchat, they only need to point the phone at their feet to see the effect of their trial. If they are satisfied, they can immediately complete the purchase online. This innovative model not only satisfies users' pursuit of entertainment, but also realizes brand marketing transformation, killing two birds with one stone.

Different from traditional e-commerce model trying on, GUCCI uses virtual technology to try on clothes, allowing users to have an immersive dressing experience and more easily stimulate user consumption. At the same time, this form of marketing based on virtual technology realizes the interaction between brands and users, strengthens the connection between brands and users, and helps to seek new growth points for brands.

Create digital sneakers and achieve profits through virtual means

At a time when young people are pursuing quality life and novel experiences, GUCCI keeps pace with the times and has chosen to launch a digital sneaker content section in the App. Users can see stories exclusive to the product in this section, try on virtual sneakers while playing interactive games, etc.

At the same time, in order to cater to the social habits of contemporary young people who like to show off their experiences and lifestyles, GUCCI has created a paid virtual try-on function, which allows users to take photos, record short videos, etc. and share them after paying about 80 yuan to demonstrate their consumption propositions and lifestyle habits, while satisfying users' desire for novelty.

GUCCI's digital sneakers are also a dressing experience created using virtual technology, integrating functions such as trying on, sharing, collecting, and consumption. Its virtual experience not only renews the brand experience, but also realizes sales conversion. It also establishes new connections with users through digital products, which helps to win over young people of Generation Z.

Create digital collections to stimulate brand premium capabilities

In the concept of the metaverse, digital collections are the way brands approach the metaverse, a manifestation of digital assets, and real assets with brand certification. If users recognize the brand, they will recognize the digital collections it creates. At the same time, digital collections have the characteristics of digitization, transparency, uniqueness and authenticity. While protecting copyright, brands can achieve real digital distribution, transactions, collection, etc.

Therefore, GUCCI cleverly used the NFT concept to create the brand's digital collection, giving the product irreplaceable attributes. In February this year, GUCCI collaborated with the trendy toy company Superplastic to launch a digital collection of the SuperGucci series with collectible value. What luxury brands are best at is stimulating the brand's premium ability by creating its uniqueness and individuality.

Its uniqueness, collectible value and tradability make GUCCI's blockchain-based digital assets more precious and unique. It also establishes a differentiated marketing for the brand that is different from its competitors, and renews the brand's image through new technologies, which helps to enhance the brand's premium ability.

It is worth mentioning that the doll image created by GUCCI is a type of NFT. If the brand wants to create its own digital collection, in addition to image design, it can also launch a variety of digital collections such as music, videos, pictures, emoticons, electronic tickets, 3D models, game props, etc.

In addition, GUCCI has also incorporated gamification design elements and established the GUCCI Arcade, a retro game hall, which incorporates brand stories and product features into the games, allowing users to convey brand information while playing games, thus occupying the minds of users in a subtle way. At the same time, a ranking function is integrated into the game, allowing users to share their achievements in social circles to enhance their sense of pride and self-confidence.

In conclusion:

GUCCI caters to users' lifestyles and consumption habits, integrating the immersive experience of products with creative marketing design. Through a unique virtual experience, it has won the hearts of contemporary young people and enhanced the brand's monetization capabilities. At the same time, luxury goods should be affordable for the general public while also being unique and noble. The digital collections and marketing forms it created using the NFT concept have become a process for young people to become familiar with the brand again in a completely new space. Its digital assets have greatly enhanced the brand's premium ability and formed differentiated competition for the luxury brand itself.

Author: Marketing Strategy

Source: Marketing Strategy