Seoul, South Korea - Naver Z, the 11th collaboration with global luxury brand Gucci, supported the streaming of the Gucci fashion show on ZEPETO and introduced new Gucci worlds and fashion items.
Why it matters:
The recent collaboration between Naver Z and luxury brand Gucci on the ZEPETO platform highlights the increasing efforts to reach Gen Z consumers through the metaverse.
This signals a significant trend in the convergence of high fashion and digital experiences.
The Key Points:
- ZEPETO live-streamed Gucci's debut fashion show and immediately offered exclusive access to Gucci's new products for Spring 2024.
- The Gucci Ancora World, a revamped feature on ZEPETO, aimed to create a more immersive brand experience.
- Over 800,000 Gucci virtual items were sold on ZEPETO, and Gucci-related user-generated content (UGC) surpassed 53 million views.
The Big Picture
This move cements ZEPETO as a key platform for high fashion, tapping into Gen Z's growing interest in virtual wardrobes.
With 90% of ZEPETO's user base being Gen Z, the platform is resonating with this demographic. "Many global fashion companies are attracted to ZEPETO to tap into the virtual wardrobes of Gen Z," said Hee-seok Kang, General Manager of Naver Z.
Sabato de Sarno, Gucci's new creative director, debuted on the platform, with exclusive items from the Spring 2024 collection immediately available to ZEPETO users.
The Gucci Garden and Cruise World, one of ZEPETO's signature virtual landscapes, was redesigned as the Gucci Ancora World to provide a deeper immersion into the brand. This transformation will be followed by additional features to be launched in October.
The partnership between Naver Z and Gucci, launched in 2021, is bearing fruit, especially with a focus on the younger generation.
As of August, ZEPETO has sold over 800,000 Gucci virtual items and generated over 53 million views of Gucci-related UGC.
A previous Gucci fashion show live-streamed on ZEPETO in May attracted more than 56,000 users within a week.