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.
Why This Trend Is Growing
- Virtual Fashion Products
- Virtual fashion products are gaining more and more attention as consumers crave a sense of ownership, authenticity and connection with their favorite brands.
- Augmented Reality Shopping
- Augmented reality technology is changing the way people shop by allowing them to try out and experience products in a virtual setting.
- Affordable Luxury
- Luxury brands are using digital channels to offer their products at more affordable prices to target tech-savvy demographics.
Industries Being Reshaped
- Fashion
- The fashion industry can utilize augmented reality technology to create virtual fashion products that offer customers an authentic and unique experience.
- Retail
- Augmented reality technology can disrupt the retail industry by allowing customers to try out and purchase products in a virtual environment without leaving their homes.
- Technology
- The development of augmented reality technology creates opportunities for companies to innovate virtual shopping experiences and to develop new virtual products for consumers to buy.
