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.

Collage featuring a stylish older woman in colorful outfits, a woman with red hair and glasses, a woman with dog, a white dog with a red bow, and a woman with her dog on the street, highlighting a theme of fashion and pets.
Collage of fashion-related images including a person adjusting footwear, a camera, a book titled 'Paris,' a woman dressed stylishly with a handbag, a bouquet of pink roses, and an open magazine.