The luxury market oozes opulence, elegance, and exclusivity. Whether it be fashion, hospitality, or experiences, no expense is spared when creating marketing campaigns to attract the most affluent consumers. The challenge facing high-end brands today is invoking the same impact with their luxury website designs. Today, we ask: Is the Gucci design cutting it?

KIJO’s Expert Website Critique

It’s imperative for luxury brands to deliver bespoke websites, befitting their reputation and that of their clients. In the KIJO website critique series, we delve into the world of luxury website design. We take a detailed look at the high-end websites produced by internationally renowned luxury brands. 

The team at KIJO have years of experience in the London digital design industry. These articles aim to provide you with valuable insights into the online luxury design trends essential for connecting with discerning consumers. We have systematically ranked leading luxury websites, providing clear results on every aspect. 

We’re here to empower you with the data and details of what’s working in the online luxury sphere. Read on for our critique on Gucci’s design regarding their site’s user experience, mobile optimisation, and those all-important special features.

Gucci Design: When Did Gucci Start?

Guccio Gucci established the iconic fashion line back in 1921. At over one hundred years old, Gucci is one of the oldest Italian fashion houses still in operation today. Its initial focus was crafting luxury leather and equestrian items for upper-class Italians.

Since 2023, Gucci has been under the creative direction of Sebato De Sarno after spending 13 years at Valentino. He took over from Alessandro Michele who led a stellar renaissance of the Gucci brand since 2015. However, De Sarno’s reign is also proving popular with his first 3 collections across both men and women’s wear receiving critical acclaim. 

But how does the Gucci online platform stack up? Does it invoke quality and exquisite design paired with a youthful exuberance that the brand has come to embody?

Gucci App: A Stand Out for Special Features

Rating 4.5 /5

The stand-out feature of the Gucci app is the ‘Try On’ area. This brings augmented reality (AR) and 3D imaging to fashion. Users are able to virtually try on footwear, eyewear, and lipstick. It is somewhat similar to Snapchat filters, but a lot classier in its execution. It’s a fun, interactive element that also serves its primary purpose to convert app users into paying customers.

Aligning with the website, the app is still dominated with the current  images and colours from the latest campaign photography. However, there is definitely a more youthful vibe. The focus is on interactivity, tongue in cheek games, and experimental technology.

Video is used extensively in the Runway section, where you can view the latest catwalk and easily explore the looks. They also have the Gucci Arcade. As the name would suggest, it is reminiscent of an old school 90s arcade with two retro games on offer so far: Gucci Labyrinth and Gucci Gravity. Not what you would expect from one of Italy’s oldest fashion houses! However, it’s refreshing to see them shooting in a youthful, new direction.

The Gucci Podcast is also available for free. Here they explore topics that resonate with the modern, conscientious consumer. So far, they’ve covered everything from plastic pollution to emerging technologies. They also reveal the inspirations behind the House’s creations.

The only limitation with the app is the lack of integration with the website. While you are taken straight to the website should you wish to purchase anything, the app does not appear anywhere on the website. This seems to be missing a trick as the app most definitely aids the shopping experience. This could be a marketing strategy to discern between more traditional desktop shoppers and a younger app audience. However, in our opinion, either provide purchasing capabilities on the app or more fully integrate the two for a stronger shopping experience.

Nonetheless, the Gucci app is a standout offering and elevates their entire online experience. It is available for free on both iOS and Android devices.

Gucci Design: UX and Seamless Navigation

Rating 4/5

Visitors are first greeted with a powerful visual impact. The immediate focus of the homepage centres on an expansive image of the current hero item/collection. 

Users continue scrolling to be led through the recent contemporary collections and, finally, Gucci Services. This funnelling is a smart move by Gucci. It allows them to first invoke their long-standing reputation by presenting familiar, classic designs, before leading users into their additional luxury service offerings.

The navigation bar is simple yet effective, breaking the site down into “Contact Us”, “Your Bag”, “Your Account”, “Search” and “Main Menu”. The website footer is full of useful links. It provides easy user access to exclusive services, customer care, further information and a host of links to Gucci’s sister businesses.

When shopping for something in particular, it’s easy to find what you’re looking for. The navigation bar divides down into numerous sections. There are multiple, high-resolution images for every product and a list of detailed information covering everything from product care to material composition. 

Underneath are “You May Also Like” and “Recently Viewed” tabs, making retracing your steps incredibly easy. Overall, the user experience is smooth and straightforward, if lacking a little ingenuity.

Gucci Design: Visual Direction

Rating 3.5/5

Gucci’s website evidently has a sound structure, but here we focus on their visual aesthetic. To be frank, the basic website design elements and colour palette aren’t all that luxurious. The paired back black and white navigation bar and understated typography, whilst classic, are somewhat underwhelming.

However, this does force the powerful photography to the forefront. The images of their latest lines are the focus throughout the site and push the brand’s product identity. It’s a bold but fitting approach for a fashion house that constantly delivers new lines that reimagine classic trends.

Text is minimised at every opportunity. Even on their About page, you are met with a striking visual and an unimposing hyperlink to read more on ‘Stories’. Only then do you get to significant levels of text.

The only concern with focussing almost exclusively on their latest photography is that there is little in the way of brand history. Nowhere on the website does the longstanding history of Gucci appear, or is their story told. This may be an intentional move to anchor the brand in the 21^st century. However, it seems a shame not to portray the timelessness of the brand. Its powerful reputation is afforded by its longstanding success.

Gucci Design: Mobile Optimisation

Rating 4/5

Consumers of luxury brands expect nothing less than complete mobile optimisation. Thankfully, the Gucci design delivers this. Their website is as easy to scroll through on your phone as it is to click through on your computer. The absence of image rollovers found on the desktop site and the static nature of the mobile website actually make for a smoother user experience. 

Item tiles are interspersed with beautiful photographs and image carousels work seamlessly. Overall, the mobile website delivers a well-thought-out, enjoyable shopping experience.

Gucci Design: Bespoke Luxury Services

Rating 5/5

Gucci’s eCommerce customer journey is impeccable. They have tactfully put unobtrusive, useful calls to action throughout the entire site and clearly provide information on their complimentary shipping and returns on the homepage. But it’s their Bespoke Luxury Services which provides highly valuable online extras that bring in-store luxury to the online user.

If you want personalised styling advice, you can book a private appointment with an Online Client Advisor. They also offer an embossing and engraving service where you can personalise your Gucci items. Alternatively, if you are struggling with anything, you can connect with a Gucci Advisor. This is an actual person who can guide you through everything from appointments, to packaging to personalisation options and after-sale support. You can even do this over WhatsApp. The speed with which you can connect to a human being, not just a chatbot, is impressive.

Gucci Design: Personalised Luxury Website Design and an App that Sets Them Apart

Overall, whilst not ground-breaking in its design and format, Gucci’s luxury website design delivers a smooth user-experience across both desktop and mobile websites. 

It makes full use of the incredible photography from their latest campaigns, keeping the site fresh and engaging for frequent visitors. Two areas where they truly excel are with their app and their bespoke luxury services. Striking the perfect balance between elite, luxury service and playful, cutting-edge technology is tricky. Delivering across both, they have artfully segmented their audience. They can implement smart, targeted online brand marketing strategies, covering all of their customer bases.

Looking to emulate the sophistication of the Gucci design? Our team can help you with every aspect of app development and website design in this vein. 

Take a look at our recent projects and learn more about what we can do for your aspired luxury website design. Then, contact the KIJO team to discuss your requirements.