Gucci client advisor Valentina, dressed in a black suit, bow tie and red gloves, pulls down a 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.
The luxury megabrand, in a bid to recreate its crucial in-store experience, has launched Gucci Live, a video service that lets staff communicate with shoppers on their mobiles or laptops. Valentina is working from the 2,300-square-metre client services hub, Gucci 9 in Florence, which has developed a faux luxury store with cameras and TV-style lighting for the new “remote clienteling”. Gucci says it’s the first of its kind in luxury.
Like most of its luxury counterparts, Gucci is navigating how to keep in touch with its clients, who are still largely unable to visit stores but require the personal service associated with luxury. With e-commerce far from replacing in-store sales and digital-savvy Chinese millennials the core of luxury growth (per Bain), Gucci is betting personalised video consultations will spur sales.
“The mission of our Gucci 9 global service centre is to provide our customers around the world with a direct connection to the Gucci community that is a seamless, always accessible, personalised experience,” Marco Bizzarri, Gucci president and CEO, said in a statement when Gucci 9 opened. “The service is delivered according to the values that define and differentiate our brand today: a human touch powered by technology.”
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