For speed of service, purchases are shipped from a local warehouse to all locations, while client enquiries are serviced by a China-based team via live chat and phone. Also, Gucci.cn offers convenient payment options through Alipay and WeChat.
Gucci launched an integrated approach between content and commerce in 2015 in North America, Europe, the United Arab Emirates and Australia with a newly designed web site following the arrival of creative director Alessandro Michele.
Gucci is replicating that model in China, with products supported by storytelling and imagery. There is also a Stories section on the site, which aims to explore the inspirations behind Michele’s collections.
The site is optimized to fit all screen sizes, meeting the increasing demand of mobile-driven markets, such as China. Gucci said almost 70 percent of global traffic now comes from smartphones.
Gucci has a local e-commerce presence in the U.S., Japan, South Korea, Australia, Canada, the U.K., Italy, Ireland, France, Germany, Spain, Portugal, Switzerland, the Netherlands, Austria, Belgium, Sweden, Norway, Denmark, Finland, the Czech Republic, Poland, Hungary, Romania, Bulgaria, Slovenia, Turkey and the United Arab Emirates.
When the new brand site first launched in 2015, president and chief executive officer Marco Bizzarri told WWD: “The digital world is increasingly the first point of contact for the consumer, whether they buy on the site or not.” He underscored the urgency of communication and how “consistency and focus” were playing an increasingly bigger role in e-tailing.
Gucci was a pioneer in luxury e-commerce, launching its first site in 2002.
As reported in March, Gucci was among the top list of brands ranked by earned media value.
Tribe Dynamics’ monthly earned media value report, which highlights the top luxury brands’, third-party retailers’ and non-luxury brands’ accrual of digital media and respective engagement, Zara, Gucci and Asos took top positions in the rankings for February.
Within the luxury category, Gucci was catapulted into first position, with 115 percent growth in earned media value, the estimated value of publicity gained through digital earned media, totaling more than $61 million, higher than Nike’s score.