The BoF Podcast | Robert Triefus on Leading Gucci Into the Metaverse

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Background:

Final September, Gucci introduced that its CMO, Robert Triefus, could be taking over a brand new function as CEO of Gucci Vault and Metaverse Ventures. Now, he works carefully with president and CEO, Marco Bizzarri, to form Gucci’s model technique whereas creating the home’s enlargement into web3.

This week on The BoF Podcast, Triefus sits down with BoF’s Imran Amed to debate how the luxurious trend home’s ambitions in digital areas match with its wider enterprise targets and model repositioning.

“If we take into consideration all that we’re doing within the metaverse, we at all times have an eye fixed on creativity, creating the emotion,” says Triefus. “However underpinning that’s the story of the model and all that wealthy storytelling that has constructed up over 102 years.”

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Key Insights:

• Triefus says it’s notably vital for a luxurious model like Gucci to experiment with new applied sciences, as a result of it affords a testing floor. “By way of [Gucci] Vault, we’re capable of push ourselves into locations the place for the core model, it may be thought-about to be too dangerous. However by Vault, we now have that playground area in order that if by likelihood we had been to make a mistake, we’re not going to impression the core model,” he says.
• Popping up within the metaverse performs an identical function for Gucci as operating a billboard or different promoting activation. “It’s a possibility to have interaction with the group that’s going into Instances Sq. in the true world,” says Triefus.
• Gucci Backyard, which acquired 19 million guests in two weeks and noticed a digital model of its Dionysus bag retail for greater than the price of the bodily bag, helped dictate steps Gucci will absorb digital worlds going ahead. Learnings from Gucci Backyard “[inform] us about the place we are able to place our bets in the long run and the way we will be far more scientific in what we’re doing,” says Trefius.

Further Assets:

To study extra in regards to the metaverse and different important subjects mentioned within the podcast click on here. All BoF Skilled members can watch the BoF Skilled Summit: An Inflection Level in Trend Tech on demand.