![]() ![]() These items may inspire consumers to buy Gucci products IRL, but they could also have value simply as digital goods. And this month, it will launch a platform to let users design virtual sneakers and then put them on their feet using augmented reality. Over the last few years, Gucci has created digital versions of its latest collection for a fashion-themed video game, athletic wear for a popular tennis game, and virtual looks for online avatars. It’s part of the brand’s bet that in order for luxury fashion to thrive in the next decade, it needs to be seamlessly integrated into the digital worlds where consumers are increasingly spending their time. ![]() The $11.8 billion Italian powerhouse is no longer just designing physical products, but also virtual clothes, shoes, and accessories that exist entirely in the digital realm.
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