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Gucci relaunches website with a raft of digital initiatives

Gucci relaunched its website yesterday, touting the revamped site as its “digital flagship”. The luxury brand has organised a series of promotional activities around the launch.

Gucci, which is owned by French luxury goods group PPR, has invested in initiatives including a viral welcome video on the website, an exclusive online accessories collection, and hologram window displays and in-store iPads in its physical stores.

Gucci has also launched Gucci Connect, an area of its website that allows users to register for “e-tickets” to its Milan catwalk show on September 22. Gucci will livestream the show via its website but will also assign “virtual seating” and allow a selected group of VIP users to share their own live webcam videos which will be projected at the catwalk show.

Gucci president and chief executive officer Patrizio di Marco said: “The destiny of the digital flagship store is that it will become our highest-volume store in the world.”

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