Fashion Superbrand Enters Virtual Worlds
The renowned fashion brand Gucci has formed a creative alliance with Zepeto, the well-known social networking platform and app that lets users make custom avatars and enter virtual worlds, in a daring attempt to connect with younger audiences.
Don Gucci Glamour Avatars
Through in-app purchases, Zepeto users can now outfit their 3D animated avatars with items from Gucci’s highly sought-after collections thanks to the partnership. The way that high fashion and virtual reality are combined has the potential to completely change how customers engage with premium businesses.
Examine the Gucci Villa, An Online Masterwork
In addition to the digital wardrobe, the collaboration offers customers access to the “Gucci Villa,” a metaverse-based experience that allows them to tour a virtual replica of Gucci’s Paris travel-focused shop. For fans of Zepeto, this immersive setting presents a rare chance to interact with the brand in a way never seen before.
Making Sense of the Mysterious Generation Z
Gucci has shown its dedication to engaging with the elusive Gen Z demographic—a generation that has proven difficult to reach through conventional marketing channels—by activating on the Zepeto platform, created by NAVER Z. Redefining the luxury brand’s approach to customer involvement, the relationship is a calculated effort to attract the interest of this crucial consumer category.
Unprecedented Engagement and Success
With an astounding 89% user rating and an outstanding 219,000 recent visits, the Gucci experience on Zepeto has proven to be popular with the platform’s user base. The brand’s awareness of the metaverse’s potential is demonstrated by the astounding 6 million visits that previous Gucci activations on Zepeto have received.
An Intense Game of Hide and Seek
A unique game that turns players into Gucci bags and challenges them to fit in perfectly during a game of hide-and-seek is one of the most notable aspects of the Gucci x Zepeto partnership. In addition to showcasing Gucci’s inventiveness, this innovative implementation infuses the luxury brand’s spirit into the game experience, strengthening the bond between players and the luxury label.
Gucci and Zepeto’s collaboration marks a groundbreaking move into the metaverse as the fashion industry develops further, expanding the parameters of premium brand interaction and raising the bar for virtual experiences.
Source: https://www.gucci.com/us/en/st/stories/article/zepeto-x-gucci
