GUCCI & WEB3
Community strategy case study (2023)
Exploring Gucci’s position in the evolving Web3 ecosystem.
BRIEF
Analysed Gucci’s Web3 strategy and provided actionable recommendations for luxury brands considering similar digital ventures.
PROCESS & METHODOLOGY
Historical Benchmarking
Researched how luxury brands entered Web3? Gucci’s early NFT films, Dolce & Gabbana’s Genesi collection, and Burberry’s gaming NFTs set the timeline.
COMPETITIVE LANDSCAPE ANALYSIS
Mapped Gucci’s progress against broader Web3 moves by luxury houses—tracking ROI, engagement, and innovation trends.
STRATEGIC RECOMMENDATIONS
Hybrid Web2.5 Strategy
Blending tradition with innovation (e.g., combining physical collectables with digital experiences)
DAO & Community-Driven Engagement
Leveraging decentralised curation (like SuperRare exhibits) to create ownership and loyalty.
Phygital Upsides
Replicate Gucci’s success in bridging the digital and physical (see KodaPendant) to maintain exclusivity and tangibility.
Sustainable Innovation
Align generative art and NFTs with brand heritage, avoiding gimmickry for genuine creative expression.
