Gucci is one of the most iconic and influential luxury fashion brands in the world, with a history that spans over a century. Founded in 1921 by Guccio Gucci in Florence, Italy, the brand has evolved from a leather goods company to a global powerhouse of creativity and innovation, led by different creative directors who have shaped its distinctive identity and aesthetic. Today, under the helm of Sabato De Sarno, Gucci is exploring new frontiers of expression and communication, embracing the opportunities and challenges of the digital era.
Gucci’s campaign
One of the most recent and remarkable examples of Gucci’s digital strategy is the launch of Gucci Cosmos Land, a virtual experience set in a digital London inside The Sandbox metaverse. The Sandbox is a blockchain-based platform that allows users to create, own and monetize their own voxel worlds and games. Gucci Cosmos Land is a digital interpretation of the physical Gucci Cosmos exhibit currently open in London, which showcases the brand’s heritage and evolution through immersive installations and displays.
Gucci Cosmos Land invites users to explore different themed worlds that reflect Gucci’s history, values and vision, while completing quests and collecting rewards. Users can also wear digital Gucci apparel for their avatars, including exclusive designs from De Sarno’s debut collection. The experience is open for two weeks, from November 8 to November 22, 2023, and is expected to attract millions of visitors from around the world.
Marketing strategy
The marketing strategy behind this action can be summarized in the following points:
- Gucci leverages the power and popularity of the metaverse, which is a growing trend among younger and tech-savvy consumers, who are looking for new ways of entertainment, socialization and self-expression online.
- Gucci creates a unique and engaging brand experience that combines the physical and the digital, the real and the imaginary, the past and the present, offering users a rich and diverse journey through Gucci’s universe.
- Gucci showcases its heritage and legacy, while also introducing its new creative direction, creating a bridge between tradition and innovation, and reinforcing its identity and relevance in the fashion industry.
- Gucci generates buzz and awareness, both online and offline, by creating a limited-time event that creates a sense of urgency and exclusivity, and by partnering with The Sandbox, a leading platform in the metaverse space, which has a large and active user base.
- Gucci monetizes its digital assets, both directly and indirectly, by selling digital Gucci apparel for SAND, The Sandbox’s virtual currency, and by increasing the demand and value of its physical products, which are inspired by or linked to the digital ones.
Result of it
The result of this action is yet to be fully measured, but some preliminary indicators suggest that it is a success. According to The Sandbox, Gucci Cosmos Land has attracted over 10 million visitors in the first week, and has sold over 100,000 digital Gucci items, generating over $1 million in revenue. Moreover, according to Gucci, the physical Gucci Cosmos exhibit has seen a 50% increase in attendance since the launch of the digital version, and the online sales of Gucci products have grown by 20% in the same period.
Conclusion
The conclusion of this story is that Gucci has proven once again its ability to innovate and adapt to the changing consumer preferences and behaviors, and to create meaningful and memorable brand experiences that transcend the boundaries of the physical and the digital. Gucci Cosmos Land is not only a marketing stunt, but a strategic move that positions Gucci as a pioneer and a leader in the metaverse, and that opens new possibilities and opportunities for the brand and its customers. Gucci Cosmos Land is a glimpse into the future of fashion, where the metaverse will play a key role in shaping the industry and the culture.
