Now you can ‘try on’ Gucci’s Ace sneakers using an augmented reality app

Gucci is undoubtedly one of the leaders in the luxury industry when it comes to appealing to millennials. The brand doubled its sales in 2018 and consumers under 35 years old accounted for over half of those sales. According to Kering, Gucci’s sales continued to grow in the first quarter of 2019 with revenue up 24.6 per cent.

Creative director Alessandro Michele calls this millennial fan base the “Gucci Gang”, and the brand has tailored its strategy to attract more followers to this gang, primarily through the use of innovative technology, the latest example of which is its new augmented reality-based app.

Gucci recently updated its app with an AR (augmented reality) function, which allows customers to virtually try on its coveted Ace sneakers. The way it operates is for you to first choose a shoe style, then angle your phone over your feet, which allows the AR Ace sneakers to layer over your feet or the shoes you’re currently wearing, similar to how photo filters work.

Gucci is the first fashion brand to introduce shoe AR on its app, with technology powered by Belarus-based start-up Wannaby.

As a lover of e-commerce – I purchase my designer wardrobe almost exclusively online – the AR function definitely adds value to my shopping experience. The decision to introduce the AR technology through its Ace sneakers was an inspired one, as the low-top sneakers are already Gucci’s top-selling products, and customers are already familiar with the variety of designs before this launch.

As any Gucci fan knows, the sneakers are highly customisable – they come in a variety of colours and patterns, many of which feature Gucci’s signature motifs such as the “Double G logo”, the “GG monogram” and the more recent “Mystic Cat” and “Bee Print”. The app now allows you to virtually try on up to 19 different styles of Ace sneakers.