Gucci, the renowned luxury fashion brand based in Florence, is expanding its physical retail presence with the introduction of exclusive and temporary points of sale. This move comes after the company experienced a phenomenal growth rate of 44% last year.
The concept behind this innovative approach is to create themed stores that will be open for an average duration of five weeks. These stores are intended to provide customers with a unique and exclusive experience, both through their visually stunning set designs and the in-store activities they offer. To enhance the overall experience, Gucci will incorporate augmented reality and encourage social media sharing, with a particular focus on platforms like Instagram and Snapchat.
The launch of these extraordinary stores will take place in phases, with the initial ones being centered around the end-of-year festivities. These stores will showcase a range of exclusive pieces inspired by the Flora motif. In early 2020, the focus will shift to the Chinese New Year celebration, featuring a special capsule collection with Mickey Mouse as the inspiration.
The project has been named “Pin,” in reference to geolocation pins. These pins symbolize the new strategy of ephemeral retail and can also be found on Google Maps, further emphasizing their significance. The Gucci Pins will be fully-fledged retail destinations, strategically deployed in various Gucci hubs. The Asia Pacific region, in particular, has witnessed a significant increase of 10.7% in Gucci’s owned distribution network during the third quarter of 2019. In addition to opening a space in Paris at Galeries Lafayette Haussmann, Gucci Pins may also be launched as test and learn projects in cities where the brand has minimal or no presence.
Overall, Gucci’s decision to introduce exclusive and temporary points of sale reflects its determination to continually innovate and provide customers with exceptional retail experiences. This move not only strengthens Gucci’s physical retail presence but also showcases its commitment to embracing new technologies and engaging with customers in a dynamic and immersive way.
For more information on Gucci’s retail strategy and the Pin project, visit:
– https://www.gucci.com
– https://www.gucci.com/us/en/st/stories/article/ephemeral-retail-guccipins
