Gucci Launches the Gucci Town Space in Roblox
Gucci Town Heralds Fashion Brand’s Persistent Presence in Roblox
Gucci is launching a permanent space in Roblox with Gucci Town, a game in Roblox that features free Gucci collectible items that can be obtained by finding letters and earning gems.
Gucci has previously created experiences in Roblox but these were short-lived experiences such as last year’s surreal Gucci Garden experience. With Gucci Town, the fashion brand is now creating a more persistent presence in Roblox.
The Gucci Town space has a central garden linking together various areas such as a café, a space for mini-games, along with a virtual store in which players can buy virtual Gucci merch for their Roblox avatars. Gucci says the virtual outfits leverage Roblox’s new “layered clothing” tech.
The Gucci Garden was visited by 20 million players last year even though it was only available for two weeks. The fashion brand expects that its new metaverse space, Gucci Town, will evolve steadily over time.
Gucci says that it is envisioning future developments as an “open dialogue” between the company and recurring visitors. The company says the space will bring on board emerging content creators and talents from the Roblox community as Gucci adds new ideas and visual stimuli from its creative messaging that Gucci describes as “forever in flux.”
Gucci has been exploring new marketing realms lately, including the video games space. The fashion brand is hopping into this space and the metaverse as part of a broad digital strategy to create and even sell digital clothing items and accessories for games and avatars to the GenZers hooked to the gaming world.
The tie-ups with the gaming world generate some revenues for Gucci but it is also a marketing play for the luxury brand as it allows gamers to express themselves in its merchandise. Gucci sees the gaming world as an adjacent community with a strong correlation with the idea of self-expression and fashion is all about self-expression. Gucci has been exploring the gaming and metaverse opportunity for the past four years but the pandemic in 2020 and 2021 proved to be a major catalyst in the company’s drive to the metaverse and the gaming world. In just one year, Gucci entered into a partnership with Roblox, Tennis Clash, Animal Crossing, The Sims, Genies, and Pokémon Go along with its own Gucci Arcade that was launched in 2019. In 2020, Gucci also launched the Sneaker Garage.
Additionally, Gucci has partnered with the esports organization 100 Thieves for a backup. The company also teamed up with Microsoft for an expensive Xbox.
It is not just Gucci going into these partnerships with gaming and metaverse portals. Balenciaga partnered with Fortnite, Longchamp teamed up with Pokémon Go, and Burberry with Honor of Kings.