Digital technology can bring young designers and artisans out of obscurity and give them a marketplace
If couture labels and designers are going to appeal to buyers in the future, they are going to have realised that their products cannot remain untouched by digital technology. Shoppers have become more and more enthusiastic about shopping through online platforms and of course social media have become the ultimate inspiration for creative people and also for ‘window shopping’.
Brands that exploit these changes will achieve higher rates of growth, than are typically seen across the sector. Gucci is one brand that has worked hard to achieve and reach new audiences by understanding digital technology.
According to (Independent, 2017) In Gucci’s first quarter of 2017, they were rewarded for their efforts with 51-percept increase in sales.
For the millennial generation, online is how they discover fashion and new trends. It is therefore important for luxury brands to be on all social media platforms for that when that generation get older and have the financially able to shop there, they will also have an insight to what the brand is about.
Spending on experiences has taken over spending on goods recently, which means that luxury brands must work even harder to provide bespoke, personal shopping experience. To do so they must evolve to using digital technology.
Since most luxury purchases are made in stores, they need to create a way of connecting what retailers know about online shopping to the bricks and mortar store. This can help improve the experience for the customer, as well as drive sales. For example, creating an app that alerts sale staff when an existing customer enters a store, which also provides information on their style, size and shopping preferences.
Sensors that collect information about a customer has picked up in store means it can be used to create a customer ‘Wish list’. Ultimately, this means that technology can be extremely helpful when understanding the consumer.
GUCCI TECHNOLOGY 