https://nypost.com/2022/02/22/luxury-labels-like-gucci-selling-virtual-fashion-for-avatars/
Digital fashion refers to virtual clothing designed for digital characters or for human being when integrated with augmented reality technology. Digital garments can be either in 2D or 3D formats, and most recently, in NFT format. Physical fashion items can also be paired with digital items through AR filter, creating a new intersection of “phygital” fashion.
Traditional fashion brands are tapping into this disruptive field for better marketing and engagement with the new generation of Web 3 native customers. There could be several theses behind this move.
• Increasing willingness to spend in virtual world and metaverse: As people spend more hours to interact virtually, digital fashion items worn during zoom meetings or in games or metaverse will be regarded as essential as physical clothing for personality and social status.
• Sustainable fashion on trend: As mainstream fashion houses and general public become more aware of fashion wastes, digital fashion can be a viable solution. Influencers often buy clothes solely for social media postings, creating high costs and unnecessary wastes. Digital fashion pieces are typically offered at reduced price (to comparable physical clothing) and provide more creative possibilities for social media content creation.
• A bridge between web 2 and web 3/metaverse: Digital fashion provides an accessible way for traditional web 2 users to get familiar with metaverse and web 3 PFP/NFT concepts. It is a valuable conduit that resonate with both web 2 and web 3 users, particularly to women and LGBT audiences who are more fashion forward but have lower awareness of Web3 concepts
Tradition fashion houses also need to consider the risks of this move, particularly the interoperability issue. Many digital fashion items are standalone and are not easily compatible with Zoom, mainstream PFPs and games, creating friction for superior customer experience.
No comments:
Post a Comment