Have you ever wondered about the new digital horizon used by luxury brands to engage the customers, especially among younger, tech-native generations, and obtain data regarding their changing preferences? One of the most fascinating experiments comes from Gucci, a big luxury brand that created its own Roblox town to engage its public, creating a whole new way to live the luxury industry.
THE LUXURY INDUSTRY
The luxury industry encompasses different sectors such as Spirits&Wines, Fashion and HoReCa, but it is well known for its three fundamental pillars: exceptional quality, premium pricing, and the centrality of experience.
Today, more than ever, experience has become a game-changer when branding: people are not just buying a product, but an entire ecosystem of services and features that surround it. Consumers, in fact, aren’t simply buying a handbag, a dress, or a fragrance; they are buying a world. They want exclusivity, emotional resonance, aesthetic coherence, and a sense of belonging.
In such a changing panorama, in which younger consumers are redefining what desirability means, how can firms engage with their younger audiences, more and more diverse from the previous generation in terms of preferences?
THE NEW DIGITAL PANORAMA
A new panorama linked to innovative systems and new technologies emerged, leading to new ways to do marketing within many industries: digital environments are becoming pivotal elements that firms can leverage in order to meet their younger audiences and luxury firms are venturing into emerging technologies.
Gucci, a leader in the luxury industry, well known for its high-quality craftsmanship, status, and unique design within the fashion, leather goods, jewelry, and eyewear sectors, reinvented the way to communicate its world.
The Maison created Gucci Town on Roblox, in which each player can discover the Maison and its products by playing in multiple spaces of the virtual town, creating a whole new narrative: they can explore the Maison’s creative universe, participate in games, and discover products in playful, immersive ways.
A NEW WAY TO DISCOVER THE FIRM
In this digital space, characterized by several themed spaces, the community can play games, buy real or virtual products — which can be used in real life or in the virtual one to dress avatars on platforms like Roblox — and engage in a fun yet fascinating experience where users can express their own identity through virtual clothes, colors, and participation.
Thanks to this new way of engaging the community, the firm is also able to acquire data about them, in order to better understand the preferences of the new generations of customers: the type of products they enjoy the most, the colors they prefer, their geographic location and many more.
In this way, Gucci Town is more than a virtual attraction: it is a testing ground, allowing the firm to refine its products thanks to real-time feedback and create a community around the Maison that feels emotionally connected to it.
This project represents a new experimental journey into the Metaverse, where luxury becomes interactive rather than observational, participatory rather than exclusive, signaling a new era where gaming, data, and creativity converge to shape the future of luxury marketing.
Thanks to these immersive spaces, Gucci can gather valuable data and deepen customer analysis, tracking tastes, behaviors, and interactions to better understand the evolving preferences of younger audiences.
CIMO 