Case Study: Gucci's Web3 Playbook

Gucci continues to be the benchmark on how luxury brands speak to next-gen consumers. This is the definitive case study on Gucci's Web3 strategy and how Web3 marks a new era for luxury.

Hey, it’s Marc. On I’m publishing obsessively curated field notes and actionable insights on how brands can leverage Web3 to grow their business. Connect with me on LinkedIn.

Why Gucci?

Gucci is more than a brand – it’s a cultural icon.

As of 2021, Gucci was the fourth most valuable luxury brand worldwide, trailing Louis Vuitton, Chanel, and Hermès.

Gucci was the first luxury fashion brand that released an NFT, and it continues to be at the forefront of Web3 innovations.

This wasn’t a coincidence: Gucci has excelled in the digital age. In recent years, the Italian luxury powerhouse found a way to speak to Gen-Z through a marketing strategy centered around Web3 and virtual experiences.

And just like Nike, as outlined in my previous case study, Gucci sits at the intersection of culture and technology – a sweet spot for deploying Web3 experiences. 

Did Gucci actually succeed with its Web3 strategy?

What can we learn from it?

And is Web3 really luxury's next big thing?

Today we’ll look at: 

  • Gucci’s brand 

  • Gucci’s Web3 journey

  • Gucci’s Web3 scorecard (divided into performance & strategy)

  • The big picture & takeaways for you

Ready? Let’s dive in!

PS: If you’re new to Web3 and the metaverse, I suggest starting here.

A special thanks to Dr. Laurent Flores and Karim Eid for enhancing the the case study with Brand3Index. 

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Ryan Gosling est le nouveau visage de Gucci pour sa campagne de maroquinerie

Gucci: Ever-Changing

Founded in 1921 by Guccio Gucci, the brand started as a leather goods store in Florence with a simple mantra: "Quality outlives price." 

It carved out a unique space that married Italian craftsmanship with off-the-rack convenience – something even its French contemporaries found hard to replicate. Even today, the majority of Gucci’s revenue comes from leather goods, such as handbags and wallets, followed by shoes and ready-to-wear clothing.

Since then, Gucci has crafted an enviable legacy characterized by an almost uncanny grasp on cultural moments.

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