The Kering-owned brand is rolling out a partnership with virtual accessibility assistance app Aira. It’s a step forward that shows just how much fashion has historically overlooked accessibility.
Gucci is taking steps to improve in-store accessibility for disabled consumers through a partnership with visual interpreting service Aira, in what could be a blueprint for the rest of luxury fashion to follow.
Through the Aira app, Gucci customers can now speak to remote visual interpreters, who will have live access to the back camera on the user’s smartphone. The interpreters will be able to describe the store layout and any potential barriers to access, as well as highlighting where customers can find certain product categories, fitting rooms or checkout counters. They will also be able to interact with in-store client advisors to describe recommended products and available colourways in detail. The interpreters will be provided with detailed store and product information in advance of these calls, and are specifically trained to assist customers through the shopping experience, says Gucci.
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