Gucci digitally equips Gen-Z in foray into the metaverse with online gaming platform Roblox


The digital-only items are part of Gucci’s Limited Time Collection for Roblox.

Anyone whose virtual alter ego roams the Roblox online gaming platform these days might come across other avatars wearing Gucci handbags, sunglasses, or hats.

The digital-only items were part of a limited Gucci collection for Roblox, a step from the fashion house that prides itself on Italian craftsmanship to enter an expanding virtual space where many of its youngest admirers are already at home.

Actors in the metaverse – where virtual worlds, augmented reality and the internet meet – say the collaboration of big names in fashion represents a new era of interaction between the virtual world and the real world, a space in which placement intelligent product meets the desire of consumers to express their personality. in the virtual world.

While the Gucci Garden space on Roblox was open for two weeks last month, the platform’s 42 million users could spend $ 1.20 to $ 9 on collectible and limited-edition Gucci accessories.

Objects were hidden in the virtual Gucci Garden, which echoed the actual Gucci Garden exhibits in Florence and other cities around the world. Some items were offered free of charge and exclusivity was emphasized with time-limited releases.

gucci2 This computer-generated image shows a Gucci Virtual Garden on Roblox.

The experience allowed Roblox’s core demographic – around 9 to 15 years old – a digital entry into the rarefied world of luxury goods few can dream of in the real world. Now that the space is closed, the limited edition items have even more character. According to the developer, more than 4.5 million articles have been “won”.

Many parents can scratch their heads paying real money to accessorize an avatar, but Gen Z gamers have long been prepared for this development.

While Gucci items purchased by users can only be “worn” on the Roblox platform, this is just the tip of the iceberg of the metaverse.

Similar items made and traded in the metaverse are known as non-fungible tokens (NFTs) – digital items backed by blockchain technology certifying their authenticity and often uniqueness.

NFTs, which can be anything from custom “skins” or costumes, to avatars to digital art, can be traded endlessly, potentially increasing value with each trade. Their ownership is not limited to a single platform.

Even on Roblox, which has its own marketplace where items can be redeemed, the Gucci Dionysus Bee Bag has been resold for over $ 4,100 from Robux – exceeding the price of a real Gucci Dionysus bag and a huge price premium. original 475 Roblox, about $ 4.75.

gucci3 Italian house that prides itself on craftsmanship plunges its toes into an expanding virtual space

Only 851 of the bags were available on two outings, making it the rarest piece in the collection, compared to the 2.6 million wide-brimmed denim hats that have been purchased.

The potential of the metaverse for the fashion world goes far beyond the gaming world and extends to digital ecosystems still under construction. The so-called decentralized worlds see a huge influx of money, billions being spent to solve technical problems.

It’s only natural that fashion should lead the way for less digitally savvy consumers, who might shy away from Bitcoin and balk at NFT’s multi-million dollar sales that have caught the attention of artists and artists alike. collectors.

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