The Internet of the future is not necessarily unanimous, except among fashion players who are multiplying initiatives to carve out a place of choice in these new virtual worlds.
What do Hermès and Zara have in common? At first glance, none, if not their favorite target, the demanding Gen Z, and their enthusiasm for the metaverse. Like many of their counterparts, these fashion brands with very different universes and positioning have made a virtual 180 degree turn in recent months, and even more. It is no longer just a question of developing online shopping and associated services, but of making, more than a breakthrough, a real entry into the metaverse, their new tool of communication, even of seduction, with their customers. the youngest.
A bridge between real and virtual
One thing is certain, the fashion industry will not have let itself be overtaken by the advent, if any, of new virtual worlds, paving the way for many other sectors. Something that resulted in the launch of NFT and digital collections in 2021, and which continues today with experiences very close to those offered in the real world. Pop-up stores, advertising campaigns, muses, product launches, even previews, are now the subject of a double highlight, in both worlds, real and virtual, just to seduce an ever-widening audience. And if the first Fashion Week in the metaverse did not achieve the expected success, never mind, the fashion brands do not intend to give up this manna which should, sooner or later, pay off big.
Unlike some luxury brands, such as Gucci, Hermès had not yet tried to exploit the possibilities offered by the metaverse, but it could only be a matter of time. Rumors are currently swirling about a possible entry of the label, known for its silk squares and its Birkin bag, into these new virtual worlds. Something that would be done through trademark filings with the United States Patent and Trademark Office (USPTO), as a specialized lawyer has just revealed. This would concern not only the development of NFTs and cryptocurrencies, but also virtual collections, even parades. An announcement which, if confirmed, clearly demonstrates the importance of the metaverse for luxury.
Genuine 3.0 stores?
The house recognized for its ancestral know-how is not the only one to have triggered the second in these parallel universes. For its return to New York Fashion Week on September 11, Tommy Hilfiger will present the ‘Tommy Factory’, which the brand describes as “a creative experimental playground inspired by Andy Warhol’s famous New York studio”, and which will be accompanied by a “synchronized activation in the metaverse”. A highly anticipated event that should build a bridge between past and present, but also between real and virtual.
For her part, Kate Spade is making a remarkable entry into the metaverse by opening what looks like a pop-up store, designed as an extension of her fall 2022 campaign. From September 7, users will be able to enter, from the brand’s official website, in a typical New York—but digital—townhouse to take part in a host of interactive experiences and activities. Decoration, music, gaming will be there, but above all it will be possible to buy a preview of three of the new bags from Kate Spade’s latest collection, while these are not yet available in physical form.
A concept that also seems to have won over the jewelry house Bulgari, which has just taken its first steps into the metaverse with the South Korean specialist Zepeto. The “Bulgari Sunset In Jeju”, between a pop-up store and a virtual café, allows users to participate in games, interactive experiences, and win accessories and clothing for their avatars. An operation carried out with the contribution of Lisa, one of the members of the famous K-pop group Blackpink, which should leave very few Z indifferent.
The proliferation of these initiatives in fashion, luxury and ready-to-wear, shows that the industry’s interest in the metaverse has not waned, despite the slowdown in the NFT market. Synonymous with interactions, and therefore loyalty, but also with proximity and accessibility, the new virtual worlds indeed appear as new essential communication tools for a rapidly changing sector, even for luxury houses that do not would probably never have dared to think of taking this step a few years ago.