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The fashion industry is interested in the potential of the metaverse

This year, retailers Walmart and PacSun jumped on the metaverse bandwagon.

An industry that McKinsey rates at $5 trillion and Web3 shopping at $2.6 trillion is mostly driven by e-commerce. More than 400 million people use the virtual world, according to metaverse consultancy company Metaversed, from which brands are making money. The $22 million one-day NFT record held by Adidas is still being matched by upscale homes.

The metaverse will be the purchasing media, according to Chris Bruderle, vice president of research and insights at the Interactive Advertising Bureau. As Web3 usage increases, brands will open metaverse stores. In this developing field, the adage “If you build it, they will come” holds true.

Major virtual moves to metaverse in 2022


The first Metaverse Fashion Week was sponsored by 3D virtual world browser-based platform Decentraland in March, bringing over 60 high-end and digital companies to the virtual world for presentations, performances, and after-parties. Brands can display their Spring 2022 creations in “neighborhoods” in the Fashion District. Customers are encouraged to bring their avatars to Tommy Hilfiger’s virtual store to purchase floating 3D renderings of limited-edition spring merchandise as NFTs and physical commodities. Redeemable. Three NFTs were created via a partnership between the technical and 3D product design teams at Mango and crypto artist Farkas.


The fashion industry is interested in the potential of the metaverse

Following a “historic connection” with avatar-creation platform Ready Player Me, Adidas launched the Ozworld sneakers in April. Over 1,500 games and apps now have interoperable avatars thanks to a custom personality questionnaire. Before purchasing, these users can virtually try on a pair of Ozworld sneakers. Usually, Ready Player Me creates avatars from selfies, but because to its connection with adidas, it will now ask users which Ozworld shoe style they prefer. Avatars are then created by the program that “take creative inspiration from the collection’s dynamic visual code.


Nike introduced NFT four months after acquiring RTFKT. Unlike other brands, which sold a predetermined number of non-replaceable tokens at a predetermined price, Nike’s first NFTs were sent to users of the Clonex version of RTFKT, which was released after Nike’s acquisition. In November, the first NFT collection was released. Token owners can “burn” their tokens to take them out of circulation in exchange for a new MNLTH box, a neutral RTFKT x Nike Dunk Genesis Cryptokick, and a “Evo X Skin Vial.” This month, the Web3 fashion company offered a short-term giveaway for sneakerheads to purchase a groundbreaking virtual shoe as an NFT for a pair of actual Nike CryptoKicks IRL footwear. On the blockchain, modern RTFKT sneakers with mobile connectivity cost 0.34 ETH, or $417. There are only 19,000 of each type of shoe and NFTs available. However, registrants must have a WalletConnect-supported cryptocurrency wallet with at least 0.5 ETH ($625) and a US delivery address in order to enter the raffle and be chosen for the “Private Mint Selection.” 
Avatars are then created by the program that “take creative inspiration from the collection’s dynamic visual code.


Alibaba invited customers inside the metaverse in October to celebrate the fifth anniversary of its TML luxury pavilion. With this program, Tmall introduced “Meta Passes,” which provide customers preferential access to digital goods. Passholders can exchange warrants that have been blockchain-certified for limited-edition goods. Exclusive Max Mara Fall 2022 big sweaters, Lola purses by Burberry, and Pablo sneakers by Marni were given away to attendees.


Its Williamsburg, Brooklyn, location is H&M’s most recent fashion introduction. The Innovation Design Story collection from H&M was showcased this month in Times Square and online. Five augmented reality filters from the H&M app complete the design story by transporting the collection to the Metaverse. Customers may express themselves both online and offline with the help of Snapchat-powered AR Fashion Lenses that were created in collaboration with the Institute of Digital Fashion. These lenses offer virtual try-ons.


The Anaheim, California-based PacSun has spent the year growing its online presence on the theory that the metaverse is the future. On the teen-targeted metaverse platform Roblox Corp., Passworld, the company’s first dedicated experience, it offered participants Pacson-branded T-shirts and tie-dye sweatpants. spaceborne. At this year’s Complexland, a multiday virtual festival in May, it debuted “PacSun the Game” and “PS Reserve.”

In December 2021, PacSun sold its first NFT, a Wave logo.gif, for $776 and in January 2022, it published its first Mall Rat series. With an NFT background that corresponds to its area, such as a skyline for Downtown Los Angeles or palm trees for Santa Monica, each Mall Rat represents a PacSun store. A shirt and 300 different NFTs were made available. Only two of the fourteen Pac Mall rats that PacSun released in March were sold. Despite the lack of enthusiasm, the specialty retailer released a Pac Mall Rat NFT “mini-series featuring unlocking material” for its July #MyDenimStory promotion.

The fashion industry is interested in the potential of the metaverse

Bree Olson, president of Paxun, told Sourcing Journal that brands have two options when it comes to entering the metaverse and NFT arena: wait and see or move forward. Both involve danger. As long as we stick to our cultural DNA of innovation and creativity, PacSun will continue to be a leader because, in our opinion, doing so lessens the risk of experimenting with and exploring untested ideas.

Dancer Brian Rumphalo, stuntman Hero DW, TikTok stars Brooke Monk and Matthew Simoneau, and PacSoon all appeared in the “Welcome to the PacVerse” video. Metaverse. Snow, a future airport terminal, and a VR headset.

In both the physical and virtual worlds, PacVerse is a full-funnel channel that improves brand value and customer experience. The PacVerse concept honors the self-expression and distinct sense of community that our audience, who are the first to naturally blend their digital and real identities, have to offer. both. “Olson” The virtual brand world is essential for the future, and what makes these immersive virtual concepts so exciting is that they allow for limitless creativity and adaptable consumer discovery.


In September, Walmart released Walmart Land and Walmart’s Universe of Play on Roblox. To the 52 million daily users of Roblox, Walmart Land delivers fashion, style, beauty, and entertainment. In Roblox, Walmart refers to Universe of Play as “the greatest virtual toy destination.” Players of Roblox can explore toy worlds, put together trophy cases, find hidden codes, and take on other challenges as part of Walmart’s Universe of Play to earn money for virtual goods.

West Elm

West Elm unveiled West Elm Home Design, a Roblox-based virtual setting, in October. It provides a photorealistic virtual experience and is the first significant specialty home shop to launch on Roblox. The West Elm home design experience consists of two parts: the West Elm Hub, which features a furniture store, coffee shop, and goods boutique, and the West Elm Neighborhood, where users may build their homes with more than 150 virtual items that resemble their real-world equivalents.


In February, Grammy Award-winning vocalist Leon Bridges and Wrangler launched an exclusive NFT and tangible offering into the metaverse. For Bridges, Heritage Brands, a division of Contour Brands, introduced “Mr. Wrangler” denim attire. Its “Mr. Wrangler Legendary” NFT sold for 1.947 ETH, or $2,609, in September. The NFT “Mr. Wrangler” collection, presented during Brooklyn Fashion Week, was the second and last drop.

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About MahKa

The fashion industry is interested in the potential of the metaverseMahKa loves exploring the decentralized world. She writes about NFTs, the metaverse, Web3 and similar topics.

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