How Can Fashion Brands Make The Tangible Digital?
How can fashion brands make the tangible digital? Rose Skews of Favoured explores the potential for them to be immortalized in the metaverse, while reminiscing about iconic moments from some of fashion’s powerhouses.
The metaverse has the potential to become part of our everyday lives, creating new marketing opportunities for companies spanning all industries. The ever-expanding digital world has given brands the ability to market products and open new streams of revenue.
But how does this work for the fashion industry? The biggest argument for fashion not having a place in the metaverse is this: fashion is supposed to be worn. But we see the metaverse as a new way to engage your shoppers with an interactive piece of the brand.
Let’s delve into how brands are using their own digital spaces and wearable avatar pieces along with non-fungible tokens (NFTs) to reach a new level of marketing.
Who’s doing it?
Many of these fashion houses have been around for years, and anything new and fresh will more than likely bring more awareness and retention. But the metaverse can add a level of creativity that can capture a brand new audience, regardless of whether you’re Louis Vuitton or a store on Etsy.
Fashion in the metaverse brings a new level of collectability. For instance, trainers are notoriously known for being collectors’ items. Collectability is a great way to market your product – just think of the upsells. Introduce a collectable digital asset (such as an NFT) and you’ll hit the jackpot.
This was an easy bridge for the brand that collaborated with the video game Fortnite in its fall 2021 collection, slowly paving the way for other brands to go digital. This marketing tactic was a clever move for Balenciaga; no one had done it before, and it opened them up to a newer and younger audience.
Introducing Nikeland. This designated space in the metaverse allows users to interact, socialize and even get involved with promotions. Over seven million users have visited Nikeland since its opening in November 2021, buying exclusive metaverse kicks that they can dress their avatars with. The bonus? These items can be worn on other Roblox platforms, which means free advertising across the metaverse.
Gucci is moving its way through the digital realm with NFTs, collaborations and designated web3 spaces. The collab with Superplastic has seen some amazing NFTs, decked out in the Gucci logo with a more creative and collectable feel. Plus, you can keep all your art in the Vault Art Space.
Following Nikeland, Gucci has created Gucci Town on Roblox: a kaleidoscope of interior design where you can connect with like-minded individuals. This designated space helps consumers connect with the brand like never before, no matter where they are in the world.