THE WHAT? Gucci has expanded its relationship with Genies, with the tech company developing its 3-D Avatar software development kit to allow users to create personalized Genies Avatars.
THE DETAILS Having worked with Genies for two years on clothing items for its avatars in Gucci Fashions, the new development will see Gucci join Giphy as the first partners for the new software.
Gucci will use the technology to sell exclusive digital items to followers that want to dress their avatars in the designer clothing.
THE WHY? Discussing why the company became one of the first partners, Robert Triefus, Executive Vice President and Chief Marketing Officer, said, “At Gucci, we embrace experimentation. Empowering self-expression has been our narrative for the past five or six years.”
While talking about the financial benefits of the update, Triefus said, “Fun doesn’t preclude that its good for business.”
Rather, it has encouraged ‘engagement’ with the brand amongst consumers that may not be able to afford the luxury items – yet. Indeed, he goes on to state that the brand believes that digital and gaming, “have a potential for business by expanding your reach. Genies users are not all luxury fashion customers.”