Augmented reality (AR) is revolutionizing the retail landscape (and other sectors as well). By superimposing digital elements onto the real-world environment, AR allows shoppers to visually interact with products in new and exciting ways. From trying on virtual outfits to previewing how furniture may look in a room, AR brings tremendous engagement and conversion potential. Recognizing this promise, the luxury fashion powerhouse Gucci has leaned heavily into AR technologies across digital and physical touchpoints.
You may be wondering exactly how they’ve utilized it. In this article we are going to dive into the campaigns Gucci has launched with AR, and also talk about how you may be able to implement this technology for your business as well.
The Gucci AR Timeline: Revolutionizing Fashion with Augmented Reality
Over the years Gucci has stayed on top of different trends. They’ve killed it on social media, have stayed focused on sustainability, and have stayed on top of their mobile innovation in many different ways. On top of that they have a design fellowship program which allows for young talent to showcase their abilities. It’s not a surprise that they’ve also been in the forefront of using AR to expand as well.
2019: The Beginning of Gucci's AR Journey
In 2019, Gucci embarked on a transformative journey by integrating augmented reality (AR) into their iOS app. This pioneering move allowed customers to virtually try on shoes, effectively blending the convenience of online shopping with the immersive experience of an in-store visit. This innovation marked a significant shift in how consumers interacted with the brand, setting a new standard for digital engagement in the luxury fashion sector.
July 2020: The Snapchat Collaboration
A major milestone in Gucci's AR timeline was the July 2020 collaboration with Snapchat. This partnership led to the launch of a global AR shoe try-on campaign, a first of its kind on the platform. Through this initiative, Snapchat users could use AR lenses to visualize how various Gucci sneakers, like the Rhyton, Tennis 1977, Screener, and Ace styles, might look on their feet. This campaign was not just a technological feat but also a marketing triumph, significantly boosting brand engagement and sales directly through the social media platform.
2020: Focusing on Gen Z
In the same year, Gucci strategically targeted the Gen Z demographic, primarily through its Snapchat campaign. This focus was crucial, as Gen Z represents a vital segment of future luxury consumers. By engaging these younger audiences with innovative AR experiences, Gucci not only generated immediate sales but also laid the groundwork for long-term brand loyalty and affinity.
March 2021: Gucci Virtual 25 Launch
March 2021 marked another innovative leap with the introduction of Gucci Virtual 25, the brand's first virtual sneakers. These digital-only trainers, designed for virtual environments and social media, represented Gucci's bold foray into the realm of digital fashion. The Gucci Virtual 25, available for virtual 'wearing' in photos and online avatars, underscored the brand's commitment to blending cutting-edge technology with couture style.
Ongoing Efforts: Enhancing the Online Shopping Experience
Gucci continues to focus on enhancing the AR experience within its online shopping platform. By consistently innovating and improving AR features, Gucci aims to provide unique and memorable shopping journeys for its customers. This ongoing effort not only drives sales but also reinforces Gucci's position as a trailblazing leader in the fusion of technology and fashion retail.
Lessons You Could Learn From Gucci's AR Use Cases
Gucci implemented AR perfectly. Here’s some takeaways that you could learn from them.
Target The Right Audience
Just using AR technology isn’t enough. You also need to be able to target the right demographic. Gucci wanted to expand to Gen Z, and they knew the perfect place to do so was on Snapchat. So for you, the key would be to think about where your audience is. If you have an older audience, Facebook may be your best bet.
As you could see from the Gucci timeline of using AR, they haven’t stopped innovating. You need to do the same. Never stop thinking of new ideas as it could keep your brand ahead of the competition.
Create Shareable Content Through Your AR Experience
The last thing you could take away from what Gucci did was create highly shareable content through your AR campaign. This will leverage organic reach which is the best kind of reach (because it’s free).
Benefits Of AR In Fashion Retail
We’re at a weird place where people don’t like to leave their home to shop but sometimes they have to in order to ensure the fit and look of products, especially in fashion retail. However, with AR, this is slowly but surely changing. Let’s take a look at the benefits of AR in fashion retail below.
It’s Straight Up Fun
If you’ve used snapchat before, the face filters could be addicting. AR in fashion could have the same effect. Trying on clothes within the comfort of your own home could also be addicting. When it comes to your retail business, the longer customers stay engaged with your products, the more of a chance they will buy more. There’s also more of a chance that they will remember your brand as well.
The numbers speak for themselves - augmented reality is a valuable investment for elevating consumer experiences and driving real business returns. According to recent research by Deloitte, 71% of shoppers say they would shop more frequently when using AR-powered apps. Additionally, a striking 40% of consumers indicate that they would pay more for a product if they could first test it through an AR experience.
With such a big percentage of shoppers actively seeking and responding positively to AR technology, all signs point to augmented reality's lucrative potential for boosting sales & repeat purchases.
One of the biggest reasons why people return things is simply because of the fact that the sizes are way off. AR experiences could give you a more realistic way to see how something really fits. Also, with 3D models of products, you could see the intricate details of everything. This lessens the chance of seeing something you don’t like once the product arrives.
Real-Time Feedback and Analytics
In a lot of cases, companies that help you implement AR into your business also allow you to track analytics. You could see what people are trying on, how long they try it on, and more. This helps with marketing strategies, product development, and more things that could move your business forward.
Great For Organic Marketing On Social
AR experiences are very easy to share on social media. If you do, there’s a good chance that people will share the experience with their friends and family (if you come up with a creative and thoughtful campaign). The key is to create a campaign that makes people want to share results or how they felt when they engaged with it.
How To Implement AR Into Your Retail Business
If you own a retail business and you’re interested in adding it into your repertoire, CSConnect makes it very easy. We’re a no-coding platform that allows you to seamlessly take your products and transform them into interactive, augmented reality experiences.
A couple of different experiences you could create with us include virtual-try on’s, 3D product visualizations, or interactive marketing campaigns (like launching an AR experience from a billboard). Here’s the steps you need to take in order to get a campaign going with us.
Step 1: Prepare
- Selecting a Use Case: Identify the right AR application for your business, whether it's for product visualization, storytelling, or customer engagement.
- Concept Development: Develop your AR experience concept, including visuals, motion, audio, copy, and calls-to-action.
- Asset Preparation: Gather and prepare your 3D assets, images, sounds, videos, etc., to be used in the AR experience.
Step 2: Create
- Using CSCONNECT Platform: Access CSCONNECT's tools for 3D modeling and augmented reality campaigns creation
- Asset Upload and Setup: Upload your visual assets and set up the parameters for your AR experience.
- Creative Process: Begin the creative process of building your AR campaign.
Step 3: Publish
- Preview and Testing: Ensure your AR experience is flawless by previewing and testing before launch.
- Publishing Options: Choose to publish as Web AR, compatible with major browsers, or in native iOS and Android apps.
- App Integration: Utilize your app with CSCONNECT SDK or the CSCONECT XR app for OSx for deployment.
Step 4: Optimize
- Performance Tracking: Monitor your campaign's performance with a live dashboard.
- A/B Testing and Tweaking: Continuously improve your campaign for better results through A/B testing and adjustments.
- Experience Design Saving: Save your AR experience design as a template for future use.
As you could see, getting started is extremely simple. However, if you do end up needing help with any part of the process at all, our team will help you with whatever you need. Whether it’s inspiration for the creative process or technical issues we’ll be there every step of the way.
If you’re interested in seeing what we could do for you, all you have to do is click here to get started. We believe in our product so much that upon signing up you’ll get a 30-day full access trial.