MILAN — Gucci launches an iPad app today called Gucci Style byGucci, and with a strong editorial focus, polished content and livelytext, it has the look of a glossy fashion magazine.
Translatedinto eight languages and available for download on iPads and iPhones atthe Apple App Store, the interactive magazine offers a complete Gucciexperience spanning fashion, culture and lifestyle. It also offerse-commerce.
By clicking on the Fiat 500 by Gucci tab, forexample, a user accesses a video where Gucci creative director FridaGiannini slips on her black shades, slides into the driver’s seat of asleek black city car and drives off.
Linking in with theescapism theme is a mini guide on the app that details the fashionhouse’s history, where to eat and sleep and what to pack, from Milan toRome to Portofino. All the clothes and accessories rotate through aspecial 360-degree interactive feature.
Another boon is thesampling of Giannini’s 8,000-plus personal vinyl record collection, apeek at how master artisans craft Gucci’s iconic Bamboo bag and horsebitloafers, as well as a mini interview with riding champion and museEdwina Alexander.
Live feeds from Gucci’s Twitter, Tumblr andFacebook accounts are also part of the package.
Gucci launchedits first online store in 2002, and gradually added a series ofmicrosites to promote specific products such as eyewear and fragrances.The company’s e-commerce efforts culminated with the launch of arenovated digital flagship, gucci.com, last September, which hasconsistently generated three million visits a month, according to thecompany.
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