New luxury Digital Flagship store at gucci.com is not very different from a physical store. Their starting point is consistent, providing customers with the most detailed information about product. In particular, customers can only through a click to understand each item – inside and out – before purchase, just as you would be able to do in a store.
According to Freda Giannini commented ‘It is also very important to me that social networking capabilities are an integral part of the new site as shopping for fashion is almost always an experience that is shared and enjoyed with friends’ (KERING, 2010). Therefore, One of the reasons Gucci has been successful in attracting new customers is because of the attention paid to the Internet. Through the site, Facebook, Twitter and the Gucci App, the brand reaches a growing digitally oriented customer in a very direct and content rich way. For instance, in celebrating its iconic Horse-bit loafers, GUCCI used a suite of content methods, from stoppable mobile videos to user-generated photography. It then distributed this across its social network pages on Facebook (Telegraph, 2013).
What is more, on every product page shoppers can click on links that directly connect them to relevant content – videos, news items, and photos of celebrities wearing a product – from the “World of Gucci” area. Shoppers can express their passion for Gucci by sharing product and content pages via links on Facebook, Twitter and e-mail or by simply selecting “love” for a particular product or page.
As the data show that luxury fashion is adapting an individual and bespoke product which is an app alert sales staff when an existing customer enters a store and provide assistants with useful information on their tastes, size and shopping preference. And GUCCI is not otherwise. Each of customers has their own individual bar code, which allows the staff to have a good command of customer information based on their wish list. Besides, GUCCI also offers digital displays of models through videos, which the consumer can interact by simply touching the video. Although it can show the effect of the upper body of virtual model, but it still has a certain gap after the effect of the upper body of the customer. And on the other hand, high-end luxury goods can’t get customers to try it on causally because of its price and unique. Due to these two defects, and today’s VR application is more and more extensive. And it is very common in the entertainment venues for visitors to experience real shooting in the battlefield or roller coaster and so on. GUCCI might innovate the current technologies by letting customers wear VR glasses to feel the reality. Through virtual glasses, customers can see themselves wearing what they select in virtual reality.
GUCCI TECHNOLOGY 