After virtual idols, virtual clothing, and virtual artworks, virtual sneakers have also come.
Recently, luxury brand Gucci released their first digital virtual sneaker: Gucci Virtual 25 .
However, unlike the recent popular NFT digital artwork, these shoes cannot be resold and can only be worn online in the world.
But it may be the cheapest pair of shoes Gucci has ever made, at only 78 yuan.
What's so special about Gucci's first virtual shoe?
This pair of shoes was designed by Alessandro Michele, Gucci's creative director, and created by AR technology marketing company Wanna.Fashion and Gucci.
Its appearance has only one neon color, mainly fluorescent green, matching pink sky blue. It is said that the color matching is inspired by the 80s and is the retro aesthetic style that Gucci has always liked.
The tongue and sole are each with Gucci's iconic Logo.
Its shoelaces take the form of a turntable contraction, which saves the trouble of tying shoelaces in the virtual world.
Many platforms have been able to try on shoes online through AR technology before. On the Wanna.Fashion platform, there are also virtual experiences of Nike, Adidas, Reebok and other sports brand products.
But this pair of Gucci shoes is the first pair of virtual shoes that can only be experienced by paying.
In other words, you can only wear it if you buy it. This also prevents consumers who try on screenshots and pretend that they have this virtual shoe-the virtual experience also has to pay.
After you buy it, you can wear it to take pictures or record small videos, and then share them. After all, online sharing is one of the biggest attractions of virtual products for contemporary young people.
Compared with the previous virtual products, Gucci's shoes have a wider use scene on the Internet.
It can be used not only in the Gucci app, but also in the VR social platform VR Chat and the game platform Roblox, just like a "skin" in the game.
If you just want to experience the feeling of wearing Gucci virtual shoes, it's not impossible.
In the Gucci app, a new virtual interactive sports shoe area "Gucci Sneaker Garage" has been created. There are also a variety of virtual shoes you can try on, including the Screener series, the Tennis 1977 series, the Rhyton series and so on.
Gucci has also built this into a small virtual interactive community.
You can also choose your favorite Gucci elements, colors, parts, etc., customize a pair of exclusive Gucci sneakers, and upload them to the virtual "Gucci shoe library".
There are already many artists involved, such as Helen Kirkum, Michael Cutini, Mattias Gollin and so on. They use the original shoes as a blueprint to carry out a variety of brainstorming designs, and then carry out the DIY design proposal.
But this is just to increase everyone's participation, these "original design shoes" cannot be purchased.
The Gucci Virtual 25, which can be bought, slogans "Through digitization, everyone can experience fashion", and it has also been complained by some consumers.
Fashion magazine "W" direct spray channel:
In essence, isn't this just adding a layer of filter?
But even if Gucci's shoes are just a "filter", they are still filters that need to be paid for…
Luxury brands are beginning to "play" virtual fashion
This is not the first time Gucci has set foot in virtual fashion.
As early as the year before last, Gucci cooperated with Snapchat to launch a limited edition of Spectacles 3 smart sunglasses, which can shoot 3D videos with glasses.
In fact, in the field of virtual shoe testing, Gucci is also at the forefront. Gucci is also the first brand to launch filters for Snapchat AR.
▲ Picture from: Stylus
Since last year, Gucci 's investment in virtual digital products and projects has become more diversified .
At the end of 2020, Gucci released a new perfume Profumo di Fiori directly through AR technology. What's interesting is that people can "smell" the fragrance through online virtual experience games.
Although I didn't really smell it, when the song Fade Into You floated melodiously, the player walked through the tree-lined castle and found the perfume to pick it up. The corresponding fragrance rose in the sky, and it seemed that there was a real smell on the body. It smells like perfume.
And Gucci's virtual product collection is still in the Gucci app.
Turn on the camera here, and you can try on Gucci shoes, watches, glasses, hats, masks, lipsticks, and even home accessories.
In order to further develop the virtual experience, they cooperated with the virtual image technology company Genies last year , allowing people to create their own virtual fashion image and then dress it up. In the game platform Roblox, you can also buy more than 50 clothes and accessories from Gucci.
▲ Picture from: WWD
Seeing that Gucci's virtual products are booming, the major luxury goods giants have not fallen behind, and it can even be said that they are almost keeping pace.
As early as 2011, when many people still had no concept of VR and AR, Burberry spent tens of millions of dollars on a 3D holographic catwalk. Except for the 6 real models, the audience was all "fake people."
At that time, virtual fashion had just ignited the flames. In 2016, VR ushered in the first year of its heyday, but it quickly became tepid again. It was the epidemic that really made virtual reality fire again.
During the epidemic, a large number of offline events were cancelled, so Prada made the panorama of the 2020 early spring women's fashion show into a VR real scene , so that everyone can watch the show online.
This also makes luxury brand shows more "civilized", fans or passers-by can explore the appearance of large-scale shows online.
▲ Picture from: The Editors Club
The fashion summits during Paris Fashion Week that Hermès, Chanel, and Balenciaga participated in last year were also presented in the form of virtual reality conferences, allowing people to buy tickets and participate online.
Dior even put a big move , directly opened a virtual beauty store.
When a user enters the store, the general process is like-walk into the store from the La Colle Noire castle in southern France, and then browse different products in different locations one after another, and you can view its information and videos 360° if you like it, and you can buy it directly Place an order.
In order to increase the brand’s appeal, Dior launched AR sunglasses on Instgram and the AR filter of “3Dior Makeup” on Instgram. spread.
Charles Bianchi , an independent consultant in the digital and retail field of Dior , said that the epidemic is accelerating the experience and development of online stores. In the future, Dior will even use holograms and specialized customer services in virtual stores to make people's digital shopping more immersive.
Indeed, under the pressure of the epidemic in the past year, luxury giants have almost "annihilated" except for Hermès , and brands such as LV, Gucci, and Dior have all entered the cold winter .
LV's parent company LVMH Group's revenue fell 17% to 44.65 billion euros in fiscal year 2020. Gucci's parent company Kering Group's sales fell 17.5% to 13.1 billion euros in fiscal year 2020. Therefore, virtual fashion has become a major battlefield for them. .
However, the epidemic will eventually come to an end, and virtual fashion will become more and more popular.
The younger generation will make virtual fashion more and more popular
Luxury giants leading the fashion trend will naturally not let go of new virtual trends.
Therefore, they all started to take action before the epidemic. The epidemic only accelerated their development of new virtual products and virtual sales scenarios. What these luxury brands are really focusing on is the wallet of the new generation of consumers.
Generation Z (born between 1995 and 2009) are undoubtedly digital natives. They spend more than 50% of their time online, and virtual social networking and virtual entertainment have also become their mainstream hobbies.
▲ Picture from: Luxury Highlights
However, many of them still cannot afford actual luxury goods, but this does not affect their pursuit of new trends on Internet social platforms.
Lil Miquela, an internet celebrity synthesized by computer technology, once swept the Internet, with 3.04 million followers on Instagram.
She participated in the blockbuster filming of Chanel and Burberry, appeared in the Milan Fashion Week where celebrities gathered, participated in discussions on various social issues, and became the new idol of Generation Z.
▲ Picture from: Daily Mail
Virtual idols are only one link in the emerging virtual world, and games are currently the biggest space for the virtual market.
In order to occupy the young market, as well as the future market, luxury brands have already made great efforts on the gaming platform.
In 2019, LV tried to co-brand with games such as Final Fantasy and League of Legends, breaking the barriers between fashion and e-sports. They developed custom skins and virtual LV trophies in "League of Legends", which is also dubbed the "first luxury item" in games for young people .
In January of this year, Gucci also cooperated with "Pokémon GO" and outdoor brand The North Face, so that virtual characters in the game can also wear Gucci T-shirts, hats, and backpacks, setting off a wave of virtual fashion.
Of course, there are also ways to play without money. When the Animal Crossing Club became popular last year, players reproduced the big-name products such as LV, Gucci, and Burberry that were temporarily unavailable in real life in the game, and turned around and became the brightest trendy in the game and the circle of friends.
When you experience the "halo" brought by fashion in the virtual world, you will also yearn for them more in reality.
For major fashion brands, consumers interact with their products in the virtual world, which creates more emotional connections with the brand.
With the help of digital transformation, these brands will refresh their brand image among the younger generation of consumers, and will also gain more attention and traffic.
Sergey Arkhangelskiy, CEO of AR marketing platform Wanna , also said in an interview recently :
In the next five or even ten years, a large part of the income of fashion brands will come from digital products.
In 2019, the world's first virtual garment was sold at the Ethereal Summit blockchain auction in New York , at a high price of $9,500. After the user submits the photo, the The Fabricant platform will synthesize it and "put it on" for the purchaser. .
One pair had been to PS Musk feet virtual shoe , can also be bidders cried $ 40,000.
▲ Picture from: rtfktstudios
The recent popularity of NFT is enough to reflect people's high demand for digital collections.
Many artists, musicians, and even Twitter CEO Jack Dorsey have digitized their works and sold them at high prices. A 10-second video can sell for $6.6 million .
The digital assets represented by NFTs are unique, non-tamperable, and non-copyable. With the development of virtual technology, virtual products will be more and more protected by copyright and other forms like real products.
▲ 10-second video work "Crossroad" (Crossroad)
Virtual life has become a vital part of real life, and it is an inevitable trend.
At that time, virtual products were more than just a layer of "filter" or a layer of "skin".
Our era prefers images rather than real objects, prefers reproductions and ignores originals, prefers performance regardless of reality, prefers appearance to existence.
When this book was published in 1967, it criticized the consumerism of the capitalist society. Now, the virtual world will make the new "spectacle society" more intense and crazy.
But the difference is that virtual ones will also be grounded, unique, and real.
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