Luxury and fashion brands are no exception to the new features available and exploitable, thanks to the explosion of metaverse and Web 3.0.
Mugler, Coach, LVMH… It seems that all luxury sectors are succumbing to the temptation of unique digital creations linked to Web 3.0. However, technology is still a complex issue for most luxury brands.
The rise of virtual characters
With Web 3.0, virtual characters have become powerful brand ambassadors. They are highly effective vehicles for communicating values in a fun and inclusive way.
Many luxury and fashion brands now rely on virtual influencers to embody specific projects. Take, for example, the two characters that attracted attention at Vivatech 2022:
- Livi, developed by LVMH, can participate in live or online events.
Léon le lion, created by Publicis Groupe, interacts with the audience in short videos and deciphers the metaverse for the group’s clients and employees.
Virtual Try On
In May 2023, the Coach brand offered an immersive window shopping experience with the inauguration of an augmented reality device at its Soho store in New York. Passers-by were able to virtually try on the Tabby bag, which is available in a range of colours.
The drive-to-store marketing technique is a taste of an experience at the forefront of Web 3.0 technology. Inside the store, there’s a connected mirror where you can virtually try on other pieces from the brand, complemented by social sharing features.
Coach has enlisted the services of Zero 10 and together they are also offering a virtual fitting of the ‘Meta Tabby’ via the Zero 10 mobile application.
The case of NFTs
The Mugler brand has confirmed its intention to become a major player in the digital world. On 7 February 2023, the L’Oréal Group brand launched its first series of NFTs to celebrate the thirtieth anniversary of the Angel fragrance.
It has teamed up with German artist Marc Tudisco to offer a capsule collection of 300 digital pieces for sale on OpenSea, the leading platform for the resale of digital objects.
Marc Tudisco created 30 cyberpunk style creatures in 10 variations. The first digital sale was a real success for the brand, which saw its NFTs soar from the moment it opened. Each creature was sold for 0.2 ETH, for a total profit of 90,000 euros.
What’s your opinion?
What do you think of the new Web 3.0 features created by the fashion world? Are you for it or against it? If so, share your experiences with us on WhatsApp. If not, tell us why. We’ll share it on our social networks.
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