Gucci Virtual Sneaker
|Future of Ownership|As one of the world’s most popular brands, Gucci has capitalized on the multi-billion dollar sneaker market by dropping new logo-heavy silhouettes and remixing winning styles to keep things fresh. The Italian company’s latest kicks are its most egalitarian to date, weighing in at a mere $11.99 USD, but you’ll never be able to wear themHaving already dipped into the digital footwear realm, the luxury fashion house Gucci is now launching a series of augmented reality (AR) sneakers. This is part of a major push from parent Kering to keep at the forefront of virtual reality trends.To accomplish this, Gucci has once again collaborated with Belarus-based fashion-tech company Wanna, known for manipulating AR to create three-dimensional models that can be used for digital sneakers and watches fittings. Wanna is no stranger to the fashion and tech world, having worked with brands such as Reebok, Puma and Snapchat to test out the consumer response to virtually trying on clothing. Previously, Gucci has worked with Wanna to digitalize its AR sneaker “try-ons” in the Gucci app(hyperBeast)
Why it matters?
It implies that we see strong growth in Virtual Economy segment. It also shows the importance of NFTs in future of ownership. If users pay for virtual goods, they should posses the virtual items beyond the seller platform.
Future Portal Project
The Collaborative Encyclopedia of the Future