Gucci has launched a new virtual shopping service allowing customers to communicate with staff via video call in a first for the luxury sector.
Gucci client in-store sales advisor Valentina, dressed in a black suit, bow tie and red gloves, pulls down a Gucci GG Marmont bag from orange shelving lined with in-season accessories and deftly unclips the clasp, shows off the interior and swivels the $2,290 leather bag onto her shoulder. Only she isn’t in a store, nor is the potential client.
Gucci Live allows customers to chat with the brands client advisors in real time from a new high tech “remote clienting” store in Florence dubbed Gucci 9 which is essentially a virtual store designed especially for customers to shop remotely, complete with bright TV-style lighting and high-quality cameras.
While most of Gucci 9’s employees are working remotely, a small number have been called back to begin testing the Gucci Live video shopping service.
Kering-owned Gucci is understood to have developed the service over the spring and has tested it in Europe with a small number of employees, and it is now being extended across Europe, Africa and the Middle East.
It is currently only served from Gucci 9’s Florence location, but the brand plans to roll it out across its other five Gucci 9 locations in New York, Tokyo, Singapore, Sydney and Shanghai and dedicate more staff in the coming months.
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