The main question isn’t so much about finding whether the partnership of luxury and digital tech is successful, we know for a fact that it is. It’s more about knowing if there are limits to this unexpected but innovative partnership. At first glance the values surrounding digital, virtual and connected technologies may seem contradictory with those of luxury goods: inclusivity and accessibility up against the luxury values of exclusivity and clientelism.
So, should luxury brands strive to meet all the expectations of the digital market, even if it means overlooking their own brand essence and culture? The answer could lie with phygital technology. It can enrich a brand’s image, revitalize retail stores and offer countless creative, immersive and personalized opportunities. It can also allow brands to keep a certain degree of exclusivity, something the luxury sector simply cannot afford to lose for their retail stores.
Balenciaga have understood this well. As you may recall, they were the first to produce a 100% Virtual Fashion Show. Even if only a few VIPs and privileged guests were able to witness the experience, they made sure that the general public was not left out of the equation. Balenciaga designed a video game specifically for the event. The plot consists of the player leaving a Balenciaga store, walking out into a crowded street, through a forest, then into a rave party. Along the way, players come across 50 models, each with their respective Balenciaga outfits.