Today, Gucci launched Gucci Style for the iPhone and iPad. The slick new app definitely deserves credit for ratcheting up branded content.
The app, which looks a lot more like a fashion magazine than a computer program, offers an all-encompassing experience for the luxury brand’s enthusiasts, whether they’re using Gucci Style to shop, travel through Italy, learn about the label, or merely entertain themselves. Let’s look at the rundown:
- First off, Gucci knows its global customer base. The app is available in eight languages, among them German, Korean, and Japanese.
- And of course, an eight-language app would offer travel advice. A mini-guide gives recommendation on where to eat and stay, in locations relevant to the brand’s history, like Milan and Portofino.
- The travel guide also advises what to pack, showing off the label’s recommended items in a 360-degree feature.
- Editorial content provides behind-the-scenes glimpses into the world of Gucci. There are interviews with the brand’s spokespeople, a tour of head designer Frida Giannini’s vinyl collection (she owns over 8,000 records), and features that show how artisans create some of Gucci’s most iconic items.
- A real-time component shows Gucci’s Facebook, Twitter, and Tumblr feeds.
Most importantly, there’s e-commerce. After all, though this app is fun, informative, and appealing, ultimately, what’s the point of all the bells and whistles if users can’t, well, shop the brand?