Leading luxury brand creates Digital Flagship destination

30 Aug '10

6 min read

Gucci, a pioneer of the luxury online shopping experience since 2002, is pleased to announce the opening of its new luxury Digital Flagship store at gucci.com.

Following an 18 month architectural renovation under the direction of Gucci Creative Director Frida Giannini, the new online retail destination takes advantage of the most innovative technologies available today thereby seamlessly integrating rich content, shopping and social networking to provide the site's monthly 2.5 million unique visitors with an aesthetic and customer-oriented experience that replicates the one they have when entering a Gucci signature flagship store in Rome, New York, London or Shanghai.

Frida Giannini's distinct design concept for Gucci's iconic flagship stores around the world is reflected down to the last detail in the architecture, rich color palette, textured materials, structure and product display of the Digital Flagship. Visitors to the new site travel online through the experience of a physical Gucci retail store, where products are displayed against a backdrop of gold, light beige, rosewood and other sophisticated materials, adding a sense of three-dimensional richness to the site set against contextual video and photography narrating the stories behind the products.

"Through the use of new technologies I believe we have created a Digital Flagship destination, where our customers can truly experience the beauty, quality and craftsmanship of Gucci's collections in a truly luxurious way," commented Frida Giannini. "It is also very important to me that social networking capabilities are an integral part of the new site as shopping for fashion is almost always an experience that is shared and enjoyed with friends."

Another guiding philosophy of the new Digital Flagship, which is also iPad friendly, is its ease of use and functionality. The horizontal navigation, a defining feature first introduced by gucci.com, displays all available products on one page. An added scrollbar showcases items in the three-by-three product display as in Gucci's retail stores and the drop-down shopping menu in the main navigation bar permits browsing without leaving the current page view.

The highly impactful product photography is further enhanced by a click and zoom feature from multiple angles allowing shoppers to discover each item - inside and out - before purchase, just as you would be able to do in a store. Creating optimum convenience and ease of search, ready-to-wear pages give visitors the ability to buy separates, for a more focused shopping experience. On every product page shoppers can click on links that directly connect them to relevant content - videos, news items, photos of celebrities wearing a product - from the “World of Gucci” area.

Shoppers can express their passion for Gucci by sharing product and content pages via links on Facebook, Twitter and e-mail or by simply selecting “love” for a particularproduct or page. Clients have the ability to shop by gender in the separate “Shop Men” and “Shop Women” sections. These dedicated departments are set against different environments, again as they are in the stores.

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