As part of our NFT observatory for brands, we analyzed the initiative of the luxury house Gucci (Kering group).
Gucci launched a partnership with digital artist Superplastic in early 2022, offering for sale a first series of 500 NFTs based on the Aria collection by Alessandro Michele. A second collaboration with 10KTF, in collaboration with the digital artist Wagmi-san, was launched last March.
The luxury house has launched a communication campaign that can be described as classic, although it is relatively sustained on Twitter and Instagram platforms.
The Discord server is rich, with 59K members, but not very active, with a very high lurker rate.
Overall, we are seeing quite positive reactions among the 500K commitments. This positive tone comes in particular from the community of NFT followers.
The evolution of the Floor Price is currently +9% since mint.
