The metaverse, a new fashion toy

(ETX Daily Up) – Welcome to the new virtual world! After Nike and adidas, it’s the turn of luxury homes to enter the metaverse. OTB Group and Balenciaga recently announced that they will both be part of the game, while South Korean giant Naver Z Corp launched its own Zepeto platform where all avatars – or almost – show up in costumes and couture costumes. .

There is the next world, and then there is a new world. And this one, completely virtual, has become a real-life size amusement park for fashion brands. Not content to partner with online video games, such as Balenciaga x Fortnite, they now want to have their own toy to present and sell their collections in digital version, which is easier than life . indeed, publicize their campaigns, offer NFTs, and build – or maintain – an entire community.

Accessibility, exclusivity, interaction

Long considered inaccessible, luxury homes have been trying for years to broaden their horizons, as well as their clients. Social networks first, then online video games, allow them to reach an important target, millennial and Z, which truly represents the future. With the metaverse, they can even reach a younger audience who, if they can’t afford designer sneakers for a few hundred euros, can get their virtual counterparts for the most stylish avatars.

If there’s one metaverse to follow closely in the fashion world, it’s the South Korean Zepeto launched by Naver Z Corp. Not content with exploring the world, between nature, the city, amusement parks, concerts, and other heavenly destinations, the avatars of its users have the possibility of harming themselves like never before. Because it’s really the global fashion world that revolves around this metaverse whose marketing potential seems limitless. MCM, Louboutin, Ralph Lauren, and even Gucci are some of the big fashion houses already associated with the South Korean metaverse, while Dior and Nars offer virtual cosmetics there.

Not content with attracting the luxury industry, Zepeto is also causing a stir among artists, and animators or sports giants, who may also be offering clothes and other virtual products for their fans. Miracle, Selena Gomez, Major League Baseball, Blackpink, The Little Mermaid, and One Piece also delight users in this new world. Accessible through a mobile application, Zepeto now has 2 million active users per day, as reported by The Wall Street Journal… Suffice it to say that the platform is not yet finished attracting the attention of fashion giant.

The digital revolution continues

But luxury homes don’t stop these associations, we’re definitely big, but less interesting than if they had their own universe (s). As a result, we can expect a series of genre announcements that raise the curtain not in one but in many new worlds. Nike and adidas have already moved from theory to practice. The first teamed up with Roblox to create its universe, Nikeland, while the second teamed up with Bored Ape Yacht Club, Gmoney, and PUNKS Comic to form its own virtual community.

On the luxury side, Balenciaga, on the strength of its recent experiences, announced, during a conference for the Business of Fashion, the construction of a unit entirely dedicated to this parallel world , with nothing to say about its projects, while the OTB Group is also working on the topic through the company BVX (Brave Virtual Xperience). The race was good and real.

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