A digital version of the Gucci Dionysus bag was sold for about $4,115 in Roblox, an online gaming platform.
The actual bag costs $3,400 in real life.
The bag was a part of a two week event called ‘The Gucci Garden Experience’, a collaboration between the Italian fashion house and the gaming platform.
Since the bag was a limited edition item available for only one hour on two days, only a few users were able to cop it. Therefore, increasing its resale value.
It’s important to note that this digital Roblox bag is not even an NFT, which means it has no real value outside of the game, yet it costs more than the real thing.
Industry forecasters predict that this could be the next big thing – where brands focus on capitalising on gamers through partnerships such as Gucci’s.
A whole generation of young gamers is spending more and more money on their virtual avatars to represent themselves better on gaming platforms they spend countless hours on.
This is the same generation that will serve as a critical customer base for many brands in the years to come. Thus, capturing the attention of and connecting with these consumers will surely be helpful in the long run.