Luxury fashion brand Gucci has taken a new step towards inclusivity by introducing a visual interpretation service in its physical stores. Through a partnership with California-based company Aira, Gucci aims to make its brand more accessible to individuals with partial or total blindness. This on-demand visual interpretation service, established in 2015, allows customers to receive real-time visual information using a dedicated mobile application.
To use the service, Gucci customers can utilize their smartphones to share their camera feed with trained visual interpreters. These interpreters will provide descriptive information about various aspects of the store, including its layout, collection and product displays, fitting room ergonomics, and cash register locations. They can also interact with the sales advisors in-store. The interpreters will undergo specialized training to familiarize themselves with Gucci’s stores and products, ensuring a seamless experience for customers.
Gucci’s commitment to inclusivity is evident through this initiative, which is featured on the brand’s dedicated platform for its commitments, Gucci Equilibrium. The service is a result of the efforts made by the Global Equity Board, a committee established by Gucci’s management in 2019 to address diversity and inclusion in all aspects of the brand.
Initially, the visual interpretation service is being tested in Gucci stores in Miami (Bal Harbour) and Los Angeles (Beverly Hills). Following the successful trial, the service will be expanded to approximately twenty other locations in North America. Last year, Gucci received the “Best Place to Work for Disability Inclusion” certification from the Disability Equality Index, further highlighting its dedication to creating inclusive workplaces for individuals with disabilities.
Looking ahead, Gucci plans to extend the use of Aira to other regions, including Europe. By implementing this visual interpretation service, Gucci takes a significant step towards enhancing inclusivity in the retail experience, ensuring that everyone can access and enjoy the Gucci brand.
Useful links:
1. Gucci Equilibrium
2. Aira
