Gucci Leads Luxury in the Virtual Try-On Space

Written By: ALEX HUMMEL Strategist, Ogilvy

Many of my friends and colleagues have long enjoyed Warby Parker’s Virtual Try-On feature which, by overlaying the product onto the live image of their face, allows mobile app users to see what a particular pair of glasses looks like on them. The feature, which debuted in 2019, drove increased at-home orders and gave Warby a competitive edge amongst similar eyewear companies. Recently, other brands have also entered the virtual try-on mobile app space. Among them is famed luxury brand Gucci, which goes beyond Warby Parker and others in its variety of categories, including try-on features for make-up, beauty looks, sneakers, lipsticks, nail polish, décor, eyewear, hats and watches.

I discovered this feature when a friend recommended Gucci nail polish. To my surprise, the app does an excellent job of displaying a variety of nail colors, employing technology that keeps the polish on as you move your hand.

As virtual try-on features grow more common among luxury products and brands, it’s becoming clearer to marketers that benefits extend beyond a boost in mobile app downloads.

Other advantages to quality virtual try-on technology include increased loyalty, rates of engagement, word of mouth among friends, and cross sales.It also reduces the number of product returns, minimizing costs associated with such returns, which include logistics, warehousing and restocking, labor, environmental impact and more. The Gucci app seamlessly connects mobile app users to their tried-on product on the website, which includes additional product information such as cost, nearby stores and a size guide. I was satisfied with the customer journey, and, though most items remain out of my current budget, I feel more likely to browse and consider Gucci products following this delightful experience.