This week’s announcement that fashion brand Gucci will open the doors of its new (and first) men’s flagship in Milan to users of Google Maps, showed just how far the luxury sector has come to adopting online.
The Kering-owned brand has teamed up with the search engine giant as part of its Google Businesses Photos project, and as a result users will be able to take a virtual tour of the 500 sq metre boutique, from ready-to-wear on the ground floor and lower floors, to the made to measure and made to order VIP area located on its upper floor.
This is interesting because where the luxury sector had been slow to adapt and adopt multichannel strategy, the brands that occupy that market appear to have realised the value of doing precisely that.
Last year saw Burberry unveil its swish new flagship where it had incorporated in-store technology throughout, and this latest development shows some forward thinking on Gucci’s part.
There are of course some brands that won’t entertain digital concepts such as Prada, and given that much of the mystique and branding around luxury brands is based on their exclusivity, it does lead one to wonder what this move means for that proposition.
Nonetheless, I’ll be watching eagerly to see if others follow suit.