Top 5 Tech Trends Defining Luxury Brands

Top 5 Tech Trends Defining Luxury Brands

From Gucci’s collaboration with gaming platforms to Balenciaga stepping into the metaverse–here’s a look at the top tech trends dictating luxury brands right now.

Over the past two years, luxury brands have had to develop high-performance products that align with the increasingly digitalized world. Today, the unique value proposition (UVP) of luxury brands is defined by the users’ experience, which focuses on three core areas: driving engagement through exclusive technologies, creating personalized experiences and providing assistance during every part of the checkout process. Balancing customization and digitization has been no easy feat. However, some brands have succeeded in doing so with eye-catching technology.

The Burberry Social Retail Store

In 2020, luxury brand Burberry announced the launch of its social retail store in Shenzhen, China. The senior Vice President at Tencent, the largest gaming company in the world, Davis Lin, called this launch a “starting point for a new era of innovation”. Burberry collaborated with Tencent to build a WeChat mini-app which customers can use in the store.

Through it, shoppers can unlock discounts and new avatars, scan QR codes of outfits to get details, book automated trial rooms and even access an exclusive menu in the indoor café. Shoppers win rewards and enjoy an experience designed exclusively for them. Burberry CEO, Marco Gobbetti, aptly remarked that this new form of social retail marks a shift in “how we engage with our customers”.

Louis Vuitton’s Adventures of Zoooom with Friends

The renowned fashion company has been making the most of augmented reality (AR) when showcasing its brand identity and products. For instance, for their annual traveling showcase titled “Adventures of Zoooom with Friends”, the director, late Virgin Abloh, came up with AR “Zooooms” to travel the world virtually. Zooooms were vibrant animated characters that represented diversity and positivity.

Visitors would enter the showcase location and use their QR codes to interact with the characters via their phone screens. For instance, in Paris, where Louis Vuitton’s (LV) flagship store is, people switched on their cameras via the LV app and witnessed the characters climb out of the building and perform songs on top of it. For luxury brands, creating experiences during a pandemic is no easy feat. Designers have found that the best way to do so is by working with technology. 

Gucci’s Limited Edition Accessories on Gaming Platforms

According to a Gartner report, the typical gamer spends approximately seven hours a week gaming. Luxury fashion house Gucci recognizes that and uses this engagement with games to its benefit. From collaborating with gaming platforms to sell virtual fashion to launching a game that allows customers to design their own shoes and own them virtually—Gucci is making the most of the shoppers’ increasing online presence.

Gucci even forayed into the metaverse recently by setting up the Gucci Villa on Zepeto, a social media app. Gucci’s Executive Vice-President of brand and customer engagement, Robert Triefus, feels that gaming and fashion blend perfectly as “games today have a strong correlation with the idea of expressing yourself”.

Balenciaga’s Foray Into the Metaverse

In 2020, Balenciaga launched its Fall collection through a video game and even collaborated with gaming platform Fortnite to create exclusive fits for gamers’ avatars. Now, keeping in step with the latest tech developments, the brand has announced that it is developing a dedicated business that will focus on marketing and commerce through the metaverse.

The brand told Fashion Network, “Balenciaga has already been present in the metaverse for a year, mostly through incursions into gaming. Now, we are introducing an entire separate unit dedicated to this business.” On the explosion of tech in the luxury industry, Chief Executive, Cédric Charbit, noted, “Right now, the climax of interaction with a luxury brand is that you click like, or comment or buy something. I think we can get to [the] next level.”

Prada’s Artificial Intelligence Experience for Shoppers

In 2019, Italian luxury fashion house Prada announced that it would enhance its customer experience using artificial intelligence (AI). Together with Adobe, the company resolved to improve the quality of its content. The Head of Marketing and Communication, Lorenzo Bertelli, shared, “Thanks to Adobe Sensei, combined with the professionalism of the team dedicated to this activity.

we will reach the goal to improve relations with our consumers and offer solutions that are increasingly personalized and in line with their needs.” In addition to that, the brand is working with LV and Cartier to build a blockchain solution that would help shoppers ascertain the authenticity of their products and avoid buying counterfeit items. 

To truly set yourself apart as a luxury startup, keeping up with the latest technology is crucial. Safe to say, you can count on these brands for inspiration. 

Header Image by Magda Ehlers from Pexels

SHARE THIS STORY

Share on facebook
Share on twitter
Share on linkedin
Share on email

RELATED POSTS

Elon Musk Buy Next

What Is Elon Musk Going to Buy Next?

There are moments in our lives—perhaps we are in the shower or struggling to sleep at 2 A.M.—when we think about all the ways we could influence the world. We find solutions to crypto volatility, world hunger and our neighbor’s ultra-dry plants.

5 Technologies

5 Technologies That Are on Stage in Russia’s Invasion of Ukraine So Far

On February 21, 2022, Vladimir Putin, President of the Russian Federation, declared the independence of the Donetsk People’s Republic and Luhansk People’s Republic. Arousing international outcry, this ignited the ultimate invasion of Russia on Ukraine three days later. While Ukrainians are still defying Putin’s covetous ambitions, new technologies have been floating on the surface to take advantage of each other.

Technology Joy Ghose

Technology Pioneers – Interview With Joy Ghose of FreeD Group

Over the past 15 years, the Chief Commercial Officer (CCO) of FreeD Group Limited, Joy Ghose, has accumulated plenty of experience in the travel and technology industry. Before joining FreeD Group, Ghose was involved in sales, marketing and management roles at companies like Merlin Entertainments and The Hong Kong Tourism Board.

Creamy Mattes and Beyond Reviewing GoPlay Cosmtics’ Custom Lipstick Maker

To Creamy Mattes and Beyond: Reviewing GoPlay Cosmtics’ Custom Lipstick Maker

While researching for our piece on personal color analysis, I came across the LIPSKIT, a custom lipstick-making tool created by GoPlay Cosmetics. GoPlay Cosmetics is a DIY (do-it-yourself) make-up brand that is looking to prioritize sustainability in the make-up industry without compromising the variety of your lipstick collection.

Ledger vs Trezor

Ledger vs Trezor: Where Should You Store Your Crypto Holdings?

As lucrative as the cryptocurrency world is, it comes with a high risk of losing your crypto because of hacks. To make sure that your crypto holdings stay safe with you, you must carefully choose effective storage solutions for them. One of the ways to keep your crypto secure is by holding it in a hardware wallet.

4 best companion robots to consider in 2022

Alone No More: 4 Best Companion Robots to Consider in 2022

The Covid-19 pandemic and the isolation that accompanied it has given many of us a healthy appreciation for good company. Over the long periods of self-isolation and quarantine, we have come to the realization that company can also come in many non-human forms, like pets, plants and… Roombas?