The luxury fashion label Gucci has incorporated a gaming element into its mobile app on Android and iOS. Whilst features such as lists of the brand’s recent collections remain, there has been a DIY feature added which acts as a memory game in which the user must remember patterns and designs found on Gucci products. Gucci’s Creative Director, Alessandro Michele, has introduced a new style to the brand since his appointment and the new app reflects new designs in the company’s collections. Industry expert, Parisa Durrani, said that “By integrating a gaming factor into the app, [the developer] can help keep users engaged beyond the first session”. Durrani also added that Gucci had taken cues from WeChat’s gaming functions, and is “lessening the learning curve for users”.