Italian luxury fashion house Gucci has recently introduced a new Instagram account specifically for its digital concept store, Gucci Vault. This strategic step by the brand is aimed at providing clearer communication about its products and creating a dedicated space for Gucci Vault.
The newly inaugurated account, which went live on February 9th, currently features a single post on its feed and numerous stories in the highlights section. Gucci Vault, launched in September of last year, was developed under the creative direction of Alessandro Michele, who has been Gucci’s creative director since 2015. The concept store is described as a space that brings together the past, present, and future through the power of imagination.
Gucci Vault serves as a platform to showcase the brand’s vintage offerings, as well as a channel for a seasonal selection of independent designers and exclusive content like ASMR videos, interviews, style guides, and games. Notably, the platform gained attention recently by hosting the first phase of a collaboration between Gucci and Superplastic in the realm of non-fungible tokens (NFTs), highlighting its relevance in the thriving Web 3.0 landscape.
With the introduction of this dedicated Instagram account, Gucci aims to provide a better organizational structure for the various aspects of Gucci Vault, as evident through the categorized stories such as Jewelry and Vintage. Apart from keeping followers updated on the platform’s activities and announcing the availability of vintage pieces, this account also plays a role in maintaining visibility for Gucci’s main account, Gucci Official, which boasts over 47 million followers, by avoiding content overload.
This segmentation strategy is not unfamiliar for Gucci, as the brand has previously created separate Instagram accounts for its beauty products and its corporate social responsibility initiatives through Gucci Equilibrium. Gucci also has an account dedicated to its gastronomic offerings, known as Gucci Osteria.
Through the launch of the Gucci Vault Instagram account, the luxury brand seeks to strengthen its digital presence and connect with a broader audience by showcasing its unique retail experiences and exclusive products. This move reflects Gucci’s dedication to innovation and its ability to adapt to the ever-evolving luxury landscape.
Useful links:
1. Gucci Vault Instagram Account
2. Gucci Official Website
