Gucci has just announced it is becoming the latest luxury company to delve into "the digital generation." The company has picked an unorthodox star for its newest viral campaign which will launch today —its customers. To highlight the launch of Gucci Eyeweb, a new collection of sunglasses aimed at a younger demographic of 18- to 25-year-olds, the luxury brand will unveil a global, multilingual, social networking microsite that asks users to upload and share their personal photos. The pictures will then rotate over a 3-D image of the sunglasses,
looking as if they’re reflected in the dark lenses. Users of the new
Guccieyeweb.com can switch among cities such as London, Milan, New
York, Tokyo, Paris and Berlin to check out what their friends in each
place are doing around the clock, and of course, they can share their Gucci photo
galleries on Facebook and Twitter.
Having taken cues from their American counterparts, the European luxury markets have begun to open themselves up to the mode of global interconnectedness. Brands such such as Dolce & Gabbana, Alexander McQueen, Louis Vuitton, Christian Dior, Hugo Boss, Sonia
Rykiel and Rena Lange to Camper and Topshop have all recently begun to add the tweeting, blogging, posting and streaming components to their as campaigns.
And for many, like Gucci, this new phenomenon of interactive microsites is replacing older forms of marketing entirely. Robert Triefus, Gucci’s worldwide marketing and communications
director, said that, in the old days (i.e. five years ago) the
launch for the new $220 eye wear style would have been accompanied by a global print campaign,
specially tweaked for each market. Alas, those days are already obsolete. “The new site already connects all corners of the world,” Triefus explained,
pointing out users can view Guccieyeweb in English, Italian, French,
Spanish and German.Next month, Gucci plans to swap the sunglasses icon on the microsite for ski goggles so visitors can upload their winter holiday snapshots.
So are the days really gone of the long waiting lists, exclusive previews, and elitist attitudes that have commonly been affiliated with luxury shopping? It seems that time may have come. "It’s important for us to speak to these customers in their own language
and in their own world,” Gucci's creative director Frida Giannini told WWD. “Although I’m not on
Facebook myself, it was really the community spirit I saw on [Gucci’s]
Facebook page that inspired my thinking for this social network. And I
love the way this technology allows people to share their creativity.”
Article and Photo Source: WWD