Luxury has a new direction, and it points towards customisation. As more and more brands embrace personalisation to give customers a deeper and more immersive and intimate experience of their ethos’, Gucci is bringing the idea closer home. Starting tomorrow, the Gucci customisation service in Delhi will allow patrons of the brand to give certain bags, sneakers and knitwear their very own stamp.
This is not the first time Gucci is doing this in India. Earlier this year they had introduced the service at their Mumbai store for a limited period, and the Delhi edition follows in the wake of that success. For four days, customers can walk in and create their own designs in the Gucci DIY collection, which they can pick up from the store at a later date.
The service will allow one to personalise the iconic Ophidia tote bag, which will be sold with a dedicated packaging, and printed with ABCDEFGucci. Customers can choose the letters – in leather, crocodile or crystal-studded felt – to be appliquéd on the bags; different letters can be placed on either sides. The service also extend to the Ophidia continental pouch, zip-around wallet, and card case.
If you are already planning your fall wardrobe, then this is a good place to make that first purchase as well. Gucci’s customised knitwear services will let you pick your hero piece from the three styles on offer – the unisex crew neck, shawl collar bomber, and button-through cardigan, with base colours of green, blue, red, and white. Once again, you can opt for a letter of choice, which will be intarsia-knitted onto the apparel.
The last of the service covers Gucci’s iconic Ace sneakers, where one can get any letter embroidered onto the red and green stripes.
If you want get a headstart on the customisation, a dedicated tool on Gucci.com allows you to view virtual images of personalised Gucci DIY products. These are created through the mixing of 3-D computer-generated imagery and real product photography, a process that results in a genuine, life-like representation of materials and colour combinations. The functionality works seamlessly on all mobile, desktop and tablet devices.
Gucci’s customisation services are available from September 11-14 at the Gucci store at DLF Emporio, New Delhi. The delivery of the final customsied product will depend on the extent of customisation.
Anupam Dabral
Sr. Associate Editor
It was while studying fashion journalism at London College of Fashion that Anupam developed a keen interest in the anthropological aspect of the discipline; for him, fashion only makes sense when seen in the context of its environment. He is always on the hunt for great stories, and in his spare time binge-watches films/shows starring Whoopi Goldberg, Dawn French and Jennifer Saunders.
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