gucci’s digital experimentation in the age of realism
By Ruby Fuller
Generation Z has expanded its digital footprint with intent to find authenticity and purpose. With this comes many uncharted digital spaces ready for exploration. Gucci identified the challenge to harvest authenticity in these digital spaces when attracting younger consumers and showcased their understanding of it.
First off, the increase in popularity of gaming and its innovative features highly appeals to digital realism. Tapping into this, Gucci experimented in these digital realms, establishing platforms on Discord, Sandbox and Roblox. Within these digital platforms, Gucci was able to create Gucci Town: a place for users to explore Gucci’s history and the brand’s artistic direction. This strategy was in parallel with the release of Vault: an online store beholding the curation of vintage items that Gucci believes will start a conversation that inspires curiosity and pushes tradition. This is exemplary of how you create authenticity and purpose in a digital age.
Many younger, Gen Z adults do not have the means to buy Gucci products or may be more considerate of when and how they splurge. Therefore, Gucci provided the ability to obtain Gucci beyond the norm. Gucci launched NFTs through 10TKF Gucci Grail, and products for the fashion styling game, Drest. Drest and Gucci made it possible for users to purchase and “wear” branded avatar items from Gucci. Not only did this show their desire to appeal to a younger audience, but it expanded their accessibility in hopes to expand their loyal consumer base.
Critics may argue that Gucci is not taking themselves seriously, but authenticity manifests itself in a creative and innovative environment that seeks engagement. This is why Gucci’s take on the gaming world was a successful and strategic business decision; they were able to explore all the complexities of the gaming industry and embrace digital innovation.
Gucci has paved the way for incoming marketing and business tactics in the digital world. This embracement of digital realism successfully bridged the gap between Gen Z and high-end luxurious products. The digital age of realism.
First off, the increase in popularity of gaming and its innovative features highly appeals to digital realism. Tapping into this, Gucci experimented in these digital realms, establishing platforms on Discord, Sandbox and Roblox. Within these digital platforms, Gucci was able to create Gucci Town: a place for users to explore Gucci’s history and the brand’s artistic direction. This strategy was in parallel with the release of Vault: an online store beholding the curation of vintage items that Gucci believes will start a conversation that inspires curiosity and pushes tradition. This is exemplary of how you create authenticity and purpose in a digital age.
Many younger, Gen Z adults do not have the means to buy Gucci products or may be more considerate of when and how they splurge. Therefore, Gucci provided the ability to obtain Gucci beyond the norm. Gucci launched NFTs through 10TKF Gucci Grail, and products for the fashion styling game, Drest. Drest and Gucci made it possible for users to purchase and “wear” branded avatar items from Gucci. Not only did this show their desire to appeal to a younger audience, but it expanded their accessibility in hopes to expand their loyal consumer base.
Critics may argue that Gucci is not taking themselves seriously, but authenticity manifests itself in a creative and innovative environment that seeks engagement. This is why Gucci’s take on the gaming world was a successful and strategic business decision; they were able to explore all the complexities of the gaming industry and embrace digital innovation.
Gucci has paved the way for incoming marketing and business tactics in the digital world. This embracement of digital realism successfully bridged the gap between Gen Z and high-end luxurious products. The digital age of realism.