Gucci, the renowned luxury fashion brand, has revealed its latest strategic venture on the popular Zepeto app, as the app surpasses an impressive 300 million users. The new initiative, named Gucci Garden Archetypes, was recently commemorated with a grand exhibition at the Dongdaemun Design Plaza Design Museum in Seoul. This exhibition, running until March 27, showcases six years of Gucci’s innovative advertising campaigns under the creative guidance of Alessandro Michele.
Initially introduced to the public in Florence in May 2021, the Gucci Garden Archetypes event was accompanied by a virtual tour and a presence on the gaming platform Roblox. Now, for its launch in South Korea, Gucci has collaborated with the Zepeto app, created by South Korean tech giant Naver, to offer users a metaverse experience blended with local influences.
As part of their partnership, Gucci has meticulously recreated nine out of the thirteen exhibition spaces within Zepeto. Users can explore these digital environments with their customizable avatars and engage with fellow players. Furthermore, Gucci is presenting a series of 16 virtual creations for click-and-buy, including exclusive garments and accessories only available on the app. These virtual pieces complement the ones introduced last year.
The primary objective of this initiative is not only to enhance Gucci Garden Archetypes’ visibility among South Korean consumers but also to captivate a global audience. Zepeto’s user base extends beyond 300 million, with a substantial 95% of them located outside of South Korea. Overall, Zepeto boasts more than 20 million active users worldwide each month.
Gucci’s amplified presence on Zepeto forms part of the brand’s overarching strategy to engross itself in the metaverse. The fashion powerhouse has been actively involved in various metaverse activities, such as establishing a Discord account, acquiring virtual land on The Sandbox, launching an NFT in collaboration with rapper Snoop Dogg, and participating in a ten-day event on Roblox. Recently, Gucci also established a new Instagram account named Gucci Vault, aiming to provide heightened visibility to its Web3 projects.
By embracing the metaverse and collaborating with esteemed tech platforms like Zepeto, Gucci is not only expanding its reach but also capitalizing on the surging popularity of virtual experiences. This shrewd strategic move enables the luxury brand to connect with younger generations and remain at the forefront of digital innovation in the fashion industry.
Useful links:
– Gucci Official Website
– Zepeto App
