Some designers are totally against the movement to e-commerce, believing the move will cost them the connotations of luxury of their brand yet some designers are totally for it. DVF spoke of how important she believed e-commerce was to her brand, and it seems Gucci is thoroughly enjoying the move to the internet. After launching their e-commerce site in 2002, Gucci are now taking their shopping experience to a new level, by creating what they call a 'luxury digital flagship store'.
The team have been working on the creation for the past 18 months and CEO Patrizio di Marco said; "The destiny of the gucci.com digital flagship store is that it will become our highest volume store in the world".
They're also planning to launch gucciconnect.com where they will stream their live show from Milan on 22nd September and users can sign up for an 'e-ticket' which apparently will have the same benefits as actually being at the Milan show by assigning virtual seating. Through the power of technology virtual guests will be mixing with press, buyers and hot 'It' girls. It was bound to happen first it was live screening with an RSVP requirement by Marc Jacobs, now this. It's good that it's somebody like Gucci to make that further move towards the digital world. It may just be a PR tool, but I'm sure it's going to work!
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