If you think Cindrella’s glass sandals were a figment of your childish imagination, we’re about to toy with your belief in what’s real and what’s virtual. Gone are the days when people would go to shoe stores, tried the fitting of shoes they liked most and paid for their final choice.
Gucci has announced the launch of their new virtual sneakers that buyers can customize and try on using augmented reality. MIC DROP.
If there’s anything that’s characteristic of the new decade that we’ve entered, it’s designer brands like Gucci going all out with digital innovation. Who would have thought that they would be buying off designer shoes of an app after their avatar tries them on for them? 2021 has come.
Will the Dream Ever Come True?
Alessandro Michele, the creative director of this ground-breaking project, has certainly wow-ed all of us with the way Gucci is taking over the digital medium. Now everybody will get to try a Gucci shoe (virtually) and see how it looks on them (or their avatar.) But the question here is: will these virtual sneakers carry over to the real markets and be available to buy? If not, it all seems like a futile attempt. The brand hasn’t said anything about launching these digital sneakers in stores.
Is This the Better Option?
One thing is certain: Gucci must have paid a lot to make this digital dream come into being. The design and development of the app may have cost oodles of money itself. So there’s definitely an investment plan in place. Every layman knows that the brand will save a significant cost by not actually manufacturing these sneakers while people will keep signing up for the app. And to be fair to the loyal Gucci buyers, nobody is in the mood to play pretend forever. They need an ETA for when the parcel would be delivered to their doorstep.
COVID-19 Adaptations for Gucci
It’s true that the post-pandemic world will need some adaptations to thrive. Gucci might make millions off of the engagement it’s getting on its new digital forum. But this “trailblazer entertainment” may not be the right form of “self-expression” for the aspiring buyers and Gucci fans in a part-virtual part-real life post-COVID. However, all apprehensions aside, the app is still in a nascent phase. It’s possible that with new features, we might move closer to the actualization of this dream.
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