The fashion sector entering the Metaverso

METAVERSO FASHION SECTOR – Soon all the luxury sectors will have their space in the new web or better, in a great synergistic “Metaverso”. Consumers, in fact, are ready to visit large immersive spaces thanks to virtual reality (and out of the world of video games) in order to enjoy a new shopping experience. It is often thought that augmented reality, metaverse and all other platforms that rely on immersive virtual technologies are exclusive to large companies, but that is not the case.

In the middle of summer 2022 Burberry launched a collection of 5 ‘virtual’ bags for exclusive use inside the Roblox Metaverso. Consumers can buy these items at the figure of 800 Robux, or the currency of Roblox, which has exchange 1 to 9.99 euros.

The collection of bags is not the only action that Burberry has made in Metaverso, in fact it has signed a partnership agreement with the online video game Blankos Block Party (BBP). This platform creates a fully integrated virtual world with a true NFT-based economy. You can buy, exchange and sell items of all kinds, including clothes, with which to accessorize their avatars. The transactions have as protagonists items that are only for use and consumption within the Metaverso, but the economic consequences that generate are reflected in real life. The exchange of virtual money (cryptocurrencies) translates into physical revenues perceptible in the balance sheet of the investing company and for the consumer.

The reality of Burberry is a very large and well-known reality in the world and therefore makes you think that it is easier to invest in immersive 3D technologies. However, there are examples of small and medium-sized enterprises equally capable of joining the Metaverse. This is the case of ZigoZago, a brand of children’s clothing. Luisa Masciello, Founder of ZigoZago, explains the benefits of investing in immersive 3D technologies.

“Zigozago has always been a visionary brand, not only for the design but also for the curiosity in experimenting with innovative technologies. Swiss Virtual Expo represents the most advanced in the virtual world at the moment. And, therefore, the possibility of being present with a stand was irresistible. Our idea was to be able to give the virtual customer, represented by an avatar walking in the metaverse, the opportunity to experience a different and innovative shopping experience I would say almost closer to the real world and maybe, Why not, an even better experience.”

In the interview, Luisa, also describes what are the necessary characteristics that a company must have to enter the Metaverse.

“If you rely on an existing metaverse, as in the case of Swiss Virtual Expo, the important thing is to have valuable content to share with the visitor, beautiful images that attract the attention of the user walking in the corridors as well as in a real fair.
To always have a “fresh” presence, it is necessary to change the booth graphics frequently, documents, brochures and videos. But to have traffic and make the virtual space work it is very important to communicate to their customers on social media with newsletters etc. the new presence that really becomes a new channel to be exploited for traffic and visibility. Creating videos or viral content from the metaverse is extremely easy with an incredible image return.”