Are these $12 Gucci trainers pointing to the future of luxury fashion?
The allure of luxury brands predates the digital era. The elite have always had a penchant for using their money to purchase items which are rare and inaccessible to the masses. So, what happens when brands like Gucci start selling $12 trainers? Ah, but herein lies the catch. These trainers solely exist in the virtual world. Named after Alessandro Michele’s favourite number, The Gucci Virtual 25 is a futuristic looking chunky lime green, bubble-gum pink and sky blue shoe, that screams cool.
Created in collaboration with virtual sneaker app Wanna, the non-physical shoes can be purchased on either company’s mobile app, enabling the owner to wear the shoes much like a face filter so they can take pictures or videos to be shared online. Buying them within the Gucci app also unlocks an in-game downloadable version of the trainers that can be worn by users' avatars on the virtual reality social platforms such as Roblox and VR Chat. While the digitally- native Gen Z audience, those who appreciate trainers but aren’t able to afford the physical Gucci products will be thrilled, what of those who have spent a small fortune building up a wardrobe of physical luxury items?
This is a conundrum that has become more pronounced over the last decade. Consumers who pay exorbitant amounts for luxury goods have become increasingly irked by influencers, who the brands use for marketing purposes, are being gifted these products for free. The rise of digital only products could in turn inspire customers to continue purchasing the physical products if they were assured that influencers were receiving the much lower priced virtual versions. Additionally, brands will be hoping that luxury customers who are living digital lives and want to bridge the gap between their physical style and their on-line personas will appreciate the digital integration.
Another exciting aspect will be the ability to try on products in a much more engaging way which is reminiscent of offline shopping. An option that Gucci has been exploring since January, when it integrated an AR offering into its catalogues allowing customers to virtually try on trainers and watches. Get ready for a whole new dimension of shopping!
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