The Italian luxury fashion house is officially announcing its debut AR sneakers made available for purchase for just $11.99 USD virtually.
Gucci has collaborated with Belarus-based fashion-tech company Wanna, which specializes in the use of augmented reality to create three-dimensional models that can be used for digital sneakers and watches fittings. Wanna is no stranger to the fashion and tech world having worked with brands such as Reebok, Puma and Snapchat to test out how consumers respond to trying on items of clothing virtually. Gucci has also previously worked with Wanna to digitalize its AR-sneaker “try-ons” in its own app.
Gucci has shown great success adapting to the virtual clothing world, previously partnering with gaming platform Roblox, online fashion styling games such as Drest, Sims 4 and even Pokémon. With its virtual shoe, Gucci plans to target the tech-savvy Gen Z who may not be able to afford physical Gucci products.
The digital Gucci shoe, which goes for either $8.99 USD on Wanna’s app or $11.99 USD on Gucci’s app, is able to reach a broader audience range. Different from NFTs, there will be an unlimited quantity of shoes that are interchangeable between consumers.
In recent weeks, non-fungible tokens (NFT) have made headlines, drawing large sales on the digi-sphere. Wanna CEO, Sergey Arkhangelskiy predicts AR technology will only continue to grow stating, “In five or maybe 10 years a relatively big chunk of fashion brands revenue will come from digital products. Our goal as a company is to actually supersede the product photos … and substitute it for something which is way more engaging and closer to offline shopping.”
Gucci’s digital shoes will be unavailable for resale since the digital product is only at the beginning stages. Rest assured, Wanna is expected to work with Gucci on creating trading capabilities similar to the way NFTs are traded digitally.
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