How Gucci's Luxury Shoe Sale Lured Customers Worldwide
In the mobile world, luxury brands must find creative ways to reach customers while maintaining a sense of hauteur. Jimmy Choo, for example, captured our imaginations by initiating @CatchaChoo, setting members of wedding social networks loose on the streets of London in a quest to win free shoes.
Now it's Gucci's turn to shine. The luxe Italian brand partnered with retro-inspired music producer Mark Ronson to create an exclusive line of tennis shoes. Then it built a unique venue, the Gucci Icon–Temporary Flash Sneaker Store.
The novelty: A Gucci bricks-and-mortar store sets up shop for two weeks in key cities to sell the shoes, then it moves on. (It launched in New York, and then hit Miami. After that, it was on to London, Berlin, Paris, Hong Kong and Tokyo.)
And to get the shoes online, Gucci provided two options: Gucci's iPhone or iPad apps.
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