How will fashion brands enter the meta universe?

source | forbes

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In recent years , The digital transformation of fashion industry has a strong momentum , According to the data of investment bank Morgan Stanley in fashion business , To 2030 year , Digital demand for fashion and luxury goods may arise 500 Billion dollars in additional sales .

The rise of metauniverse will be a major challenge and opportunity for luxury brands , Fashion companies should try to find new ways to remain relevant to the digital world .

Due to the Internet access Web3 The times will take a long time , Social games and NFT It can provide opportunities for the digital development of fashion industry .

Through games and meta universe platforms

One way to enter the metauniverse is through games , The game platform provides a place to display fashion collections in a new way , Brands can provide users with an immersive experience through digital activities such as fashion shows , The unrestrained experience that artists can enjoy in the metauniverse .

Gucci It's just 2021 Year and Roblox cooperation , Invite participants to virtual on the platform Gucci Garden Start a new journey in .

The entry of these brands into metauniverse also means that they will promote their brands to new customer groups .

in fact , Social games can bring many players together .

therefore , Cooperating with games and metauniverse platform can integrate brands into new communities . These communities are composed of consumers immersed in the meta universe , They are very willing to establish contact with beauty and fashion brands in the virtual world .

Balenciaga Get into Web3 Attempts in the field have also been successful . Through and with 《 Fort night 》（Fortnite） The cooperation of ,Balenciaga Created a series of real Balenciaga x Fortnite appearance , Also known as skin , Users can buy these looks for their game image .

Besides , They also appear all over the world 3D On the billboard , Gain more attention .

As part of the integration of fashion into the digital field , Various brands jointly held the first yuanuniverse fashion week .Dolce & Gabbana、Etro and Elie Saab Wait for the brand to seize the opportunity , Expand their customer base and service scope by participating in fashion week .

In addition to positioning yourself as a trend leader in this new trend and pattern of continuous development , Brands can also use their virtual products 、 Virtual images attract customer traffic back to their stores in the real world .

Participate in NFT boom

Getting involved in the game is just the beginning , More importantly, he became the pioneer of creation in the meta universe .

in fact , It is very convenient to create a digital version of virtual assets , adopt NFT technology , People who are not artists or blockchain experts can create their own NFT. More than that ,NFT It is also innovative , They allow brands to make the most creative works without any material or logistics restrictions .

Besides , Scarcity and the nature of limited edition products have greatly promoted NFT boom , This may be the real asset of luxury brands , Through the integration of physical goods and digital collections , Brands can give them digital value .

Dolce & Gabbana And Collezione Genesi and UNXD Cooperation created NFT.UNXD claim , This is the first luxury involving digital and physical products and future event privileges NFT aggregate . When buying this NFT When assembling , Owners will receive physical goods and digital products , And you can watch the future Dolce & Gabbana fashion show .

When the brand is used in this way NFT when ,NFT Can become a real asset , Because they can encourage buyers to have long-term contact with fashion brands , And cultivate their loyalty to the brand .

Besides ,Dolce & Gabbana Launched DGFamily NFT Community . just as Dolce & Gabbana What we did , Brands can provide users with real 、 Exclusive privilege , For example, enter the limited edition press conference or activities in advance .

Summary

Although metauniverse seems to be a very challenging phenomenon for the industry , But it provides some development opportunities for brands and the significance and possibility of their existence in the digital world .

Metauniverse can promote the development of fashion industry , We hope that the creator of the meta universe can create a new digital platform for displaying fashion .

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