After virtual idols, virtual clothes and virtual works of art, virtual sports shoes have also come.

Recently, luxury brand Gucci released their first digital virtual sports shoes: Gucci Virtual 25.

However, unlike the recent NFT digital artworks, these shoes cannot be resold and can only be worn online all over the world.

But this may be the cheapest shoes Gucci has ever worn, as long as 78 yuan.

This pair of shoes was designed by Gucci's creative director Alessandro Michele and made by AR technology marketing company Wanna. Fashion and Gucci.

Its appearance has only one neon color scheme, mainly fluorescent green and pink sky blue. It is said that this color scheme was inspired by the 1980s, and it is a retro aesthetic style that Gucci has always liked.

The tongue and sole of the shoe have Gucci's iconic logo.

Its shoelaces shrink into the form of a turntable, which saves the trouble of tying shoelaces in the virtual world.

In the past, many platforms have been able to try on shoes online through AR technology. In wanna. On the fashion platform, there are also virtual experiences of sports brand products such as Nike, Adidas and Reebok.

But Gucci shoes are the first pair of virtual shoes that can only be paid for.

In other words, you can't wear it until you buy it. This also prevents consumers from trying on screenshots and pretending to own virtual shoes-virtual experiences also cost money.

After buying it, you can wear it to take pictures or record small videos and share them. After all, online sharing is one of the biggest attractions of virtual products to contemporary young people.

Compared with previous virtual products, Gucci shoes have more extensive uses on the Internet.

It can be used not only in Gucci app, but also in VR social platform VR chat and game platform Roblox, just like a layer of "skin" in the game.

If you just want to experience the feeling of wearing Gucci virtual shoes, it is not impossible.

In Gucci app, a virtual interactive sneaker garage has been created, and there are many virtual shoes to try on, including Screener series, Tennis 1977 series, Rhyton series and so on.

Gucci also built this place 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.

Gucci Virtual 25, which can be bought, shouted the slogan "Let everyone experience fashion through digitalization", and it was also vomited by some consumers.

Fashion magazine "w" direct nozzle;

But even if Gucci shoes are just "filters", they are still filters that need to be purchased. ...

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 Spectacles 3 limited edition, which can shoot 3D video with glasses.

In the field of virtual shoe testing, Gucci is also ahead, and Gucci is also the first brand to launch filters for Snapchat AR.

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. Interestingly, people can "smell" perfume through online virtual experience games.

Although I didn't really smell it, when the melody of "Into Your Song Fade" floated, the player walked through the tree-lined castle and found the perfume he wanted. The roses corresponding to the perfume filled the sky, and it seemed that he really smelled it.

Gucci's virtual product line is still in 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 Genies, a virtual image technology company, last year, so that people can also create their own virtual fashion images and then dress up. On Roblox, you can also buy more than 50 kinds of clothes and accessories from Gucci.

Seeing that Gucci's virtual products are booming, the major luxury giants have not fallen behind, and can even be said to be almost neck and neck.

As eARly as 20 1 1, when many people had no idea about VR and ar, Burberry lavished tens of millions of dollars on a 3D holographic catwalk. Except for six real models, all the audience were "dummies".

At that time, virtual fashion had just ignited the flame. In 20 16, VR ushered in its first year of prosperity, but it soon became tepid, and it really made virtual reality fire again because of the epidemic.

During the epidemic, a large number of offline activities were cancelled, so Prada made a panoramic view of the venue of the 2020 early spring women's show into a VR real scene, and everyone could watch the show online together.

This also makes the show of luxury brands more "civilian", and fans or passers-by can explore the charm of large-scale shows online.

Last year, the fashion summit during Paris Fashion Week, which was attended by Hermes, Chanel and Balenciaga, was also presented as a virtual reality conference, allowing people to purchase tickets and participate online.

Dior even made a big move and opened a virtual beauty shop directly.

When users enter the store, the general process is like-they walk into the store from castle black in the south of France, and then browse different products in different locations one after another. If you like, you can check its information and video at 360, and you can place an order directly if you want to buy it.

In order to enhance the appeal of the brand, Dior launched AR sunglasses and "3Dior Makeup" AR filter on Instgram the year before last. The novel effect of sparkling sequins floating on users' faces also caused a viral spread on Instgram.

Charles Bianchi, an independent consultant in Dior's digital and retail field, said that the epidemic is accelerating the experience and development of online stores. Dior will even use holograms and special customer service in virtual stores in the future to make people's digital shopping more immersive.

Indeed, under the pressure of the epidemic in the past year, luxury giants except Hermes were almost wiped out, and brands such as LV, Gucci and Dior all entered the cold winter.

LVMH Group, the parent company of LV, saw its revenue decrease by 65,438+07% to 44.65 billion euros in fiscal year 2020, while kering, the parent company of Gucci, saw its sales decrease by 65,438+07.5% to 65,438+0,365,438+0 billion euros in fiscal year 2020, so virtual fashion became one of them.

However, the epidemic will end one day and virtual fashion will become more and more popular.

The luxury giants who lead the fashion trend will naturally not let go of the new virtual trend.

Therefore, they all started to do something before the epidemic. The epidemic only accelerated their development of new virtual products and virtual sales scenarios. These luxury brands are really targeting the wallets of a new generation of consumers.

Generation Z (born from 65438 to 0995-2009) is undoubtedly a digital aborigine. They spend more than 50% of their time online, and virtual socialization and virtual entertainment have become their mainstream hobbies.

However, many of them can't afford the actual luxury goods now, but this does not affect their pursuit of new trends on the Internet social platform.

Lil Miquela, a network celebrity synthesized by computer technology, once became popular on the Internet and had 3.04 million fans on Instagram.

She participated in the large-scale shooting of Chanel and Burberry, appeared in Milan Fashion Week where celebrities gathered, participated in various social issues and became a new idol of generation Z.

Virtual idols are only a part of the emerging virtual world, and games are the biggest space in the virtual market at present.

In order to occupy the young market and the future market, luxury brands have made great efforts on the game platform.

On 20 19, LV tried to cooperate with games such as Final Fantasy and League of Legends to break down the barriers between fashion and e-sports. They developed customized skin and virtual LV trophy in League of Legends, which was also dubbed as the "first luxury" in young people's games.

In June 5438+10, Gucci also cooperated with Baokemeng GO and the outdoor brand The North Face to make the virtual characters in the game wear Gucci T-shirts, hats and backpacks, which set off a virtual fashion trend.

Of course, there are ways to play without money. Last year, when the circle of friends in the Animal Forest was on fire, players recreated big-name products such as Lu, Liu and Liu in the game, and turned over to become the most dazzling trend leader in the game and friends circle.

When you experience the "halo" brought by fashion in the virtual world, you will yearn for them more in reality.

For major fashion brands, consumers interact with their products in the virtual world, which also has more emotional connection with brands.

With the help of digital transformation, these brands will refresh their brand image among the younger generation of consumers, and will also get more attention and traffic.

Sergey Arkhangelskiy, CEO of AR marketing platform Wanna, also said in an interview recently:

In 20 19, the world's first virtual dress was sold at the new york Ethereal Summit blockchain auction for a high price of $9,500. After the user submits the photo, the Fabricant platform will synthesize it and "wear" it to the buyer.

A pair of virtual shoes put on Musk's feet by PS, and bidders can also bid $40,000.

The recent popularity of NFT reflects 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 be sold for $6.6 million.

Digital assets represented by NFT are unique, unchangeable and unrepeatable. With the development of virtual technology, virtual products will be more and more protected by copyright, just like real products.

10 second video work "Crossroads"

Virtual life has become a vital part of real life, which is an inevitable trend.

At that time, the virtual product was not just a layer of "filter" or a layer of "skin".

French thinker and director guy debord once said in the Landscape Society:

When this book was published in 1967, it criticized consumerism in capitalist society. Now, the virtual world will make the new "landscape society" more violent and crazy.

But the difference is that the virtual will also be grounded, unique and real.