Opinion / Genevieve Bates
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Only in the UK is your choice of supermarket a universally understood social signifier – in the way that your choice of newspaper, car or handbag might be elsewhere. I mention this for the benefit of readers beyond Britain in order to emphasise the shock with which the fashion industry will have greeted the news that Asda, a value-focused supermarket chain whose slogan is “Save money. Live better”, is from today hiding Gucci pieces in its stores for shoppers to ferret out from among its rails of otherwise basic clothing staples.
Asda’s ploy is timed to coincide with the launch of Ridley Scott’s film House of Gucci and designed to draw the attention of younger shoppers. With just 30 Gucci gems hidden across Asda’s 633 UK branches, this is a gimmick that seems unlikely to increase footfall – but it’s still a savvy PR move. And Gucci is the perfect partner for Asda because the Italian house’s high-low aesthetic cuts across social classes. Of course, Gucci isn’t undermining its own pre-Christmas sales; only vintage pieces will be part of the treasure hunt, which makes it all the more appealing to shoppers who are both eco-conscious and driven by the prospect of a unique find.
Rather than scoff at the clunky brand crossover, other retailers would do well to emulate the novel partnership. My recent forays into bricks-and-mortar shops have been dismal, with uninformed staff and limited product ranges prompting me to retreat empty handed. Whether they’re selling furniture, fashion or food, high-street retailers need a more imaginative approach to compete with online merchants. The chance of finding a vintage Gucci Jackie bag is just the sort of bait that might even lure customers who were previously loyal to Britain’s swankier supermarkets.