Roblox did a new survey with 1,000 Gen Z community members in the US between the ages of 14 and 24 between September 19 and 22. 70% of Gen Zs said they prefer to share their avatars with their real lives. 75% of them say they plan to spend money on digital fashion that looks like what they wear in real life.
Many luxury brands are already trying out a strategy that incorporates Web3 with physical projects or campaigns to reach more people and spread their message. They see Web3 as an extension of their marketing and communication strategy. For example, Fashion Week in the Metaverse was a continuation of Fashion Week in the real world. Brands like Jonathan Simkhai, House of Blueberry, and EveryRealm worked together on this event.
There are a lot of different ways to describe the metaverse, but Web3 organizations are starting to realize that it’s about connecting digital and physical assets by putting ownership information on the blockchain. Immersive 3D experiences, which are often used by people who believe in the Metaverse, are a relevant but not essential part.
Fashion and Brands in the Metaverse
Some people think that fashion will only exist in the metaverse, like in Decentraland or Sandbox. But they have seen a big drop in the number of daily active users, which makes people worry about their future. “We don’t think that only the Web3 platform will be useful. A user should not know which part of their experience is Web 2 or Web 3 … Less experienced Metaverse projects also love the technology of the future and the technology of today. Don’t think about practicality,” said Andy Koo, chief executive officer and founder of Altava Group.
Last year, Decentraland’s Metaverse Fashion Week was shown for the first time on web3. Vogue and Balmain worked together to make an exclusive NFT, or dress sketch, with the help of Balmain’s design director. Balmain worked with ALTAVA to make eight virtual looks from the “Above and Beyond” FW 21 collection for Oliver Rousteing’s 10th anniversary. At the auction, all eight pieces were sold.
If a fashion brand wants to get into the metaverse, it will need a way to get from the real world to Web3, but that experience can’t be superficial or forced. ALTAVA is helping a lot of these kinds of fashion brands get on the web3. “Altava is renowned for its emphasis on producing high definition graphics. This is what initially attracted a lot of brand partners to us. We understand that for a company like Prada, the finer points like the texture of its famous Saffiano leather How important it is to be able to depict visually,” said Elisabeth von Guttmann, co-founder of Altava Group.
“Our recent pop-up shop with the Hyundai Department Store for our Board Ape Golf Club NXT collection, as well as our upcoming collaborations with The Sandbox and Animoca brands, should further demonstrate what we were promoting,” Kuo said.
Passage3d is another example of a Metaverse company that helps people have a digital experience. “DCentralize, the first Web3 music festival in the UK, is using the Passage virtual platform to increase the reach of its personalized event. Virtual will always be a compromise on immersion, but this is balanced by value-added on scalability. Not only audience expansion “Virtual allows you to get to know your audience before they show up physically, an easy onboarding point to better understand your audience and how they can transition into a personalized experience,” said Lex Avellino, Founder and Head Said Marketing Officer of Passage3d.
Getting people to understand the Metaverse
While web1 and web2 were characterized by a lot of centralization, progress on web3 has been able to be decentralized.
“Web3 requires brands to change their mindset about their users/customers. It is no longer about extracting data – it is a two-way relationship that requires the participation of both parties. And data-owning users are revolutionizing the way companies learn from their users, and ultimately presenting new opportunities for creating better, more engaging experiences,” said Caleb Applegate, CEO of Passage 3D.
The blockchain must be able to work with other blockchains so that consumers can easily switch between them based on what they want to buy. “An important feature of Metaverse is its interoperability, especially for consumers. A DLT network with a vibrantly diverse ecosystem is extremely valuable,” said Alex Rasman, Head of Metaverse Fund at the HBAR Foundation.
“Brands are pushing themselves into multiple physical and digital realms because they want to engage customers wherever they are spending their time,” she continued. On the Metaverse, educational programs are also emerging. For instance, the Parsons School of Design at The New School’s strategic arm, Ann Ventures, is cooperating with Roblox to develop the curriculum.
“We are working with Parsons students interested in fashion, design and technology to apply their design literacy skills in the virtual world of digital fashion. This course will help students hone their existing 3D skills such as modelling, weight painting and PBR texturing to produce digital clothing and accessories. Kyle Lee, assistant professor at Parsons School of Design, said, “Students will work together and collaborate with industry experts to present their experimental designs in both digital and physical form as a tribute to Parsons’ campaign in the metaverse of the future. be executed.”
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