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This PSFK guide is a metaverse marketing report for brands and retailers on how to develop Virtual Asset & Metaverse Wearable strategies to engage new audiences.
From virtual avatar skins to wearables, fashion is approaching the metaverse and virtual world experiences as the next frontier for digital brand experiences. In these virtual realms, creative content, authentic engagement, social spaces and community building experiences are critical, especially for Gen Z and Gen Alpha consumers already steeped in the worlds of video games, digital avatars and virtual spaces.
Strategies for fashion and luxury companies entering the virtual worlds center around customized avatars and wearables. More so, there are commercial opportunities for selling real-world clothes with metaverse digital twins or virtual reality 3D experiences – plus there are opportunities to sell virtual goods with physical components.
For those brands and retailers that can connect with a more diverse, and inclusive customer experience within the virtual universe. They will transcend virtual boundaries to truly engage with consumers in both the immersive experience of the metaverse and physical reality.
In this metaverse marketing strategy report, PSFK researchers explore how brands and retailers can leverage new opportunities for a better customer experience in the metaverse, gleaning from examples of success from the fashion and luxury industry as these brands optimize new approaches to products, services, tools and digital assets.
Ultimately, readers should come away with understanding where the real opportunities lie for marketing to different customers within the metaverse and how these digital marketing tools will empower the future of customer engagement and brand marketing.
This store as service report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.
Designers and brands creating clothes for the Metaverse are leveraging an array of creative modes of engagement and are looking beyond simply designing clothes for shapeless avatars. Brands are finding ways to improve virtual products and offerings through enhanced features like customizable, tailored skins and more realistic or lifelike avatars, wearables, and in-world experiences. Many of these approaches bridge the virtual to real world gap and help consumers customize their digital identities according to their...Decentralized Exclusivity
Online platform Decentraland's first Metaverse Fashion Week provided the groundwork for not only a new collection launch model, but an easy entry point for consumers to engage with retailers within the metaverse. The transformation of the traditionally in-person week of presentations featured a creative variety of brand approaches to showcasing fashion designs, including virtual catwalk shows in motion, interactive experiences, exclusive wearables, and phygital presentations that allowed NFTs to be exchanged for real-life clothes. These...Multisensory Product Lines
Launching products is a challenge in the virtual world as much as it is in the real world. Fashion and luxury brands are adopting innovative, multi-sensory approaches to product launches. Some brands are choosing to build upon the more community-focused trend towards live fashion week shopping, providing instant ability to purchase elements of a collection or unique avatar designs as digital wearables and skins, respectively. On the reverse, other brands are taking a more curated...
Photo-realistic, full body digital avatars from companies like Ready Player Me are allowing users to purchase and unlock exclusive NFT wearables plus other unique accessories across different metaverse platforms.Nike Is Taking Over The Metaverse With Direct-to-Avatar Sales
Sports giant Nike expands its direct-to-avatar sales approach through the launch of its RTFKT CryptoKicks and other branded merchandise in the Nikeland Roblox metaverse.Digital Fashion’s Enfant Terrible
Mason Rothschild and Ericka del Rosario, creators of Metabirkins, a virtual fashion brand being sued by Hermès for trademark issues, are now bringing NFT culture to real life with their brick-and-mortar boutique, Terminal 27.