Physical pairs of Gucci sneakers cost hundreds of dollars but fans of the luxury fashion house are being given the opportunity to get their hands on $12 virtual sneakers. Gucci's collaboration with the augmented reality fashion platform Wanna means that the virtual luxury sneakers can be found on either the Wanna or Gucci app.
With virtual products, Gucci is targeting tech-savvy Gen Z, which may not yet be able to afford physical versions of its products. Digital fashion is taking off beyond try-on experiences, as consumers crave a sense of ownership, authenticity and connection with their favorite brands. Gucci's virtual-only sneaker can only be worn on the feet through augmented reality technology and the colorful sneakers incorporate unmissable colors that will only be appreciated by those who make an in-app purchase.