Gucci is gifting consumers a new pair of sneakers—virtually. The luxury brand has harnessed the power of technology via AR-supplier, Wannaby, to allow its app users the opportunity to try on the Gucci sneakers of their choice and share themselves “wearing” their pick via text, email, or social media. Here’s why the move could be a major one-up for the already-thriving millennial favorite.

It’s no secret that technology has turned much of the impossible into possible. Pair this with the age of “If you didn’t Instagram it, did it really happen?” and the appeal of the unreal is endless. The brilliance of Gucci’s latest move lies in its decision to debut it with one of its most popular, yet pricey items, the Ace Sneaker, and its many iterations. The new app feature might help take some of the pressure off of consumers looking to make a big luxury buy for an item they’ve had their eye on for a long time, or simply let them flex the brand they love until they have enough saved up to snag the sneakers themselves.

This isn’t the first virtual try-on in the books. Brands like L’Oreal and Sephora have both tried their hand at virtual makeup, while KFC coined its very own virtual influencer. Though it’s Gucci’s first go at AR, the brand boasts a glittering digital performance overall, including top-tier site functionality across geographies with a strong shopping experience, integrated content, robust search and navigation, and rich product pages, plus strong email loyalty game according to Gartner L2’s Digital IQ Index: Fashion, where it holds the top spot. Notably, Gucci also maintains the top app in the index and invests heavily in digital marketing on mobile devices, so it’s decision to dive deeper into the app world makes sense.

The facade of social media usually gets a bad reputation—all that glitters is not gold—maybe so, but in Gucci’s case, it doesn’t make as much of a difference anymore as the lines between real and aspirational continue to blend. Now fans of the brand can drip Gucci no matter how deep their wallets are.

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