World’s fashion brands are emerging into the growing trend of immersive digital environments. – Metaverse. With the goals of building stronger connections with consumers; making instant sales and creating virtual influencers, fashion brands are giving their attention to metaverse and the digital world.
The metaverse is an inevitable part of Web 3.0. It is a construction that allows users to link up and interrelate both economically and socially through their online avatars. Plus, the Metaverse is a collective virtual shared space. It is created by the convergence of virtually enhanced physical reality and physically persistent virtual spaces. Including the sum of all virtual worlds, augmented reality and the internet. The potential of this network that is focused on social connection has proved to be extremely attractive for fashion brands. Furthermore, several designers are already surfing the wave of this virtual reality.
In addiction, this metaverse of the future will be just as important as the real world. It seems that brands have no choice but to evolve alongside this new reality. Otherwise, they will be left behind. This way, many modern fashion brands are prioritizing digitalization. They are focused on building a digital identity, even before the actual product or service is available.
What is a NFT and how it works in the Metaverse?
NFT means non-fungible token. A unique digital identifier that are not possible to be copied, substituted, or subdivided. That is recorded in a blockchain, and that is used to certify authenticity and ownership.
Gucci, Louis Vuitton, Zara, H&M and many other fashion brands have already launched collections in the metaverse.
To points out the launch of the Innovation Circular Design Story collection, H&M invited personalities from the worlds of fashion, film and influencers. In order to go to an exclusive immersive dinner, where guests could dive into the metaverse and create their own digital avatar dressed in clothing from the collection.
With NFT in the metaverse, the economic interaction is changing and becoming more defined. For example, a user could visit a virtual shopping or store and get the Gucci sneakers for his avatar to put on. The Gucci sneaker is an NFT that becomes unique to the user when obtained from the metaverse.
We conclude that the virtual world is not just for games anymore. Furthermore, it is becoming an increasingly tangible reality and one of the great trends for the future of brands. We consider that fashion and the metaverse are in an explosion phase. Avatars, digital clothes that only live in virtual environments and NFT’s allow fashion lovers to live experiences that were unimaginable a few years ago.
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