The digital model of the fashion brand, which will be absolutely unique, can be purchased for only $12.
Fashion house Gucci, known for its luxurious and not too cheap products, has introduced new sneakers. The model costs a penny by the standards of the brand, but the buyer will not be able to walk down the street in it. The thing is that the new sneakers are created exclusively for augmented reality.
Gucci is actively experimenting in the field digital developments and the new sneakers were another step along the way. Thus, it was announced that the presented model was released as non-fungible tokens. That is, such a variant of digital property will be unique, the owner can prove its authenticity and sell or exchange it for a similar “good”. A similar approach is actively used for digital works of art or resources in games, but now fans of the Gucci brand will also be able to purchase their own unique shoes for the world of augmented reality.
To implement the project, Gucci collaborated with the Belarusian technology company Wanna, which specializes in developments in the field of augmented reality. Wanna has already worked with the brand to create in-app digital shoe fitting technologies. Gucci, and collaborated with Reebok, Puma and Snapchat to create virtual try-on tools.
The sneakers can be purchased for $8.99 on the Wanna app or $11.99 on the Gucci app. For shoppers, especially the younger ones, who are not only tech-savvy but often don't yet have the funds to buy real Gucci sneakers, buying a virtual model can be an attractive way to invest. It will be possible to “try on” shoes, show them to friends, and even exchange them or sell them in the future (tools for trading such items are being actively developed).
Thus, buying virtual Gucci can also be a kind of investment, because such sneakers are unique and there is no risk that they can wear out or tear. The cost of virtual goods from the brand is quite low compared to offers on this market, which may be of interest to potential buyers around the world.