Meta Fashion: the current big thing for Fashion brands

‍The Meta Fashion or Metaverse Fashion is becoming the next step for clothing labels looking to enhance customer experiences. The fashion industry has always been at the forefront of innovation, and the latest breakthrough is the Metaverse. This new technology is transforming the way fashion brands interact with their customers and the way this path to Web3 creates the Meta Fashion trends.

The Meta Fashion: How the Metaverse made its way into Fashion

The term « metaverse » usually refers to a shared digital space allowing people to interact in a virtual environment. It has been gaining popularity in the last few years, with companies such as Microsoft, Meta, Nvidia or even Google investing in the technology. The metaverse is now being integrated into the fashion industry, allowing fashion brands to offer unique, creative, and immersive experiences to their customers.

Clothing brands are using the metaverse to create diverse experiences for their customers. For example, they are using it to host virtual fashion shows, allowing customers to view the latest collections without needing to physically attend a show. An important event in the digital fashion world was the inaugural Metaverse Fashion Week which took place in Decentraland in March 2022.

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The Metaverse Fashion Week in Decentraland

In addition to virtual fashion shows, fashion brands are also creating virtual stores that allow customers to browse and purchase products from their own homes. This eliminates the need for physical stores, which can be costly and time-consuming to maintain. The Meta Fashion trend also involves creating virtual worlds, where fashion brands can create unique experiences for their customers. These worlds can be tailored to the brand’s aesthetic and can be used to showcase new products and collections. Customers can also explore these virtual worlds and interact with other customers, creating a deeper connection with the brand.

As an example, the Gucci brand created a virtual platform within the Roblox virtual world that reflected the company’s identity for its followers. This platform included a virtual Gucci outlet where virtual Gucci purses could be purchased at prices lower than their actual market value. To create a sense of exclusivity, Gucci released a limited number of these virtual bags, causing their resale prices to rise significantly.

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The Gucci Garden in Roblox Metaverse

The Meta Fashion trend has also enabled clothing and luxury brands to create immersive campaigns that allow customers to explore new products and collections in a virtual environment. This enables brands to create a more engaging experience for their customers and gives customers the opportunity to interact with the brand in a unique and innovative way.

Phygital Metaverse is the new Fashion

Phygital Metaverse Fashion is becoming the new fashion trend. This new trend is combining the physical and virtual assets, allowing customers to explore new products and collections in a hybrid environment. Using NFT digital twins in particular brings a lot to the garment industry. A lot of brands have taken up the challenge of digitizing their products with the help of Non-Fungible Tokens. This new notion has yielded various inventive approaches for Fashion brands to use NFTs for digital product data management. The digital twin is a virtual example of a physical product that offers numerous benefits for both product makers and customers. Nike brand is attempting to bring together their physical and digital items and manage their credibility and source. Nike and RTFKT studio are collaborating to create a Metaverse hybrid Fashion experience through Augmented Reality Sneakers.

The introduction of NFT digital twins has created a new realm of exchangeable digital assets for both fashion brands and their customers. Brands and customers can take advantage of the ability to use digital assets in the metaverse for secondary sales. Digital twins provide added reliability in trades and create a secure environment where consumer rights are protected, while still allowing for the resale of merchandise, something that was not previously possible.

Gamification in the Meta Fashion Industry

The Meta Fashion trend represents a significant breakthrough in the fashion industry. It allows brands to engage with shoppers in a fun and interactive way while providing excellent customer service and satisfaction. This helps to build a strong sense of loyalty among customers, as they can try out new products and earn rewards for their loyalty.

Brands are using the Meta Fashion trend to merge the physical and virtual realms and gamify the entire experience. The fashion industry is taking inspiration from the popularity of building and engaging communities through video games and other digital platforms, with an estimated $176 billion being spent on gaming each year by the three billion people worldwide who actively participate. One notable brand that has embraced this trend is Nike.

This sportwear brand proceeded with their metaverse ventures by joining forces with the gaming platform Fortnite to launch the Nike Air Jordans. Players could compete in mini-challenges to unlock the ability to customize the shoes they purchased in-game. This demonstrates how the Meta Fashion trend has helped increase brand recognition and loyalty, as shoppers are more likely to remember the brand if they had a positive experience with it.

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Fortnite and Nike Air Jordan collaboration

Putting aside the Fast Fashion trend for a better future in the Meta Fashion

The fashion industry has long been dominated by the « fast fashion » trend, which has caused significant environmental damage. However, the Metaverse Fashion trend is allowing clothing brands to rethink their approach to the garment industry as a whole.

Brands in the Meta Fashion sector can offer garments without going through the process of production, pollution, and waste, as well as hosting fashion shows without requiring foreign travel. Digital clothing items have a significantly lower environmental impact compared to physical clothing, with 97% less carbon dioxide produced and around 3,300 liters of water used per item during the production process. In terms of how users interact with and express themselves through their clothing, the Meta Fashion trend has the potential to make a significant impact.

There are several benefits to the sustainability of Meta Fashion consumption. Brands can create their digital assets on low-energy blockchains such as Polygon, demonstrating their awareness of their ecological impact in the digital world and minimizing their carbon footprint. Digital garments can also be used in place of physical items in order to reduce the expenditure of natural resources, such as in digital campaigns or during trial phases.

 

The Metaverse is allowing fashion brands to create a more sustainable future, as they are able to create more engaging experiences for their customers without having to create physical products. This is allowing fashion brands to move away from the “fast fashion” trend and create a better future for the fashion industry. The Meta Fashion in this way stands as a revolution in the clothing industry, allowing fashion brands to create unique and engaging experiences for their customers. The Meta Fashion has been instrumental in helping fashion brands reach their goals, and it’s easy to see why it is more and more popular. Fashion brands are discovering the wonders of the Metaverse, and are using it to create virtual stores, virtual fashion shows, and immersive campaigns. METAV.RS as the Metaverse Management Platform for brands is able to build that next future of Meta Fashion.

To learn more on ways the Metaverse is designing the future for brands and their consumers, read HOW CAN BRANDS PROFIT FROM METAVERSE & WEB3 CREATOR ECONOMY

For more, download our white paper ENTERING IN THE WEB 3.0 – A GUIDE FOR LUXURY FASHION IN THE METAVERSE