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Generation Z and the metaverse are the perfect ‘pack’

Many fashion brands have been late in getting fully into ecommerce, but right now, nobody wants to be left behind in the conquest of the virtual consumer experience. For this reason, when “the metaverse” began to sound, the creative teams of several fashion brands have fully engaged in designing virtual strategies.

Generation Z is largely to blame for this, especially from Chinawhich is raising the value of the metaverse, as this audience seeks novelty and ingenuity and appreciates brands that have an ongoing commitment to innovation and immersive strategies.

The rise of new technologies, such as the metaverse and non-fungible tokens (NFT), is unleashing a boom in new opportunities, and fashion brands seem keen to use these tools to connect with young, tech-savvy consumers.

The convergence of the physical and digital worlds across metaverse platforms is fast becoming a significant opportunity for fashion brands, enabling them to take their digital strategy to the next level.

For fashion brand marketing departments, the metaverse has quickly established itself as a key element of their strategies. In addition, for brands that want to connect with Generation Z and millennialsdiscarding the trend could no longer be an option.

The key to the metaverse becoming more important is because of its immersive and social power, since the consumer has fun, but also interacts with other people, as in social networks. In other words, the metaverse is a virtual reality world where users can interact, play games, and experience things just like they would in the real world. Brands like Adidas, Zara, Gucci, Balenciaga or Burberry are recognizing this consumer desire and have already begun to digitize the real world.

In fact, the creative teams of some of these brands are designing very innovative strategies. For example, Dior launched its first metaverse exhibition in China, On the Roadpresenting his fall 2022 menswear collection on Baidu’s metaverse app.

Burberry is one of the trendsetters in the metaverse, constantly creating innovative in-store experiences and merging AR with physical products for a more engaging customer experience. In the summer of 2021, Burberry partnered with Mythical Games to launch Blankos Block Party, a metaverse fashion multiplayer video game where a Jetpack with exclusive accessories, including branded shoes and bracelets, could be purchased. This game was a huge hit and those Jetpacks sold out in no time.

Another very creative action in the metaverse comes from Balenciaga and Fortnite. The French luxury house and Epic Games, the developer behind Fortnite, joined forces at the end of last year to launch an action in which, for a month, players could buy virtual clothes inspired by Balenciaga pieces, in a digital version of a boutique of the brand. During that same month, a Fortnite x Balenciaga collection was available in select Balenciaga stores. and in the firm’s ecommerce. In turn, those who bought those clothes in real life also unlocked the clothes from the Balenciaga metaverse in Fortnite. A 100% immersive action.

Following examples of good immersive practices, Louis Vuitton celebrated its bicentennial by launching the game Louis The Game, in which the protagonist, Vivienne, collects two hundred candles to commemorate Louis Vuitton’s birthday. But the game is not like most of the trendy games: it is important, complex and addictive. Fundamentally, unlike existing video games, the metaverse allows users to move their virtual possessions between different metaverse platforms.

The game experience is very immersive as it makes you embark on an adventure that is very reminiscent of The Legend of Zelda: Breath of the Wild, and players can run, jump, and collect items along the way. It is an interactive experience in which users explore the Louis Vuitton universe in all its splendor.

Thanks to using the metaverse, apart from fun for the user, the following is achieved for the brand:

Brand message: Through the games or actions that take place in the metaverse, it is possible to transmit the history of the brand, curiosities about the company’s innovations and highlights of the fashion shows and collaborations. It makes it easier to connect with an audience of young consumers by engaging them in an adventure. It is a perfect opportunity to convey the brand’s message. By making a more entertaining communication strategy, it is easy for the user to understand the message of the legacy and creativity offered by the brand, since many times younger consumers find it difficult to pay attention to the advertisements or communications that are made about a brand. brand, and in this way, as they are having fun, they are indirectly soaking up the brand without realizing it.

Personalization: For the experience to be effective, the user must be able to customize their avatars or characters from the metaverse, so the brand must create a large number of brand elements so that the player can customize their character with different clothes or combinations. Of course, always with the brand’s logo, which is why the brand’s style is going viral and sharing with more people.

Clients who design content: One of the best marketing strategies is for the user to generate their own content, and a good example of content generation in the metaverse is the collaboration that Nike has made with the American video game platform Roblox, where it has a game area in which the consumer can design a personalized Nike shoe for himself and sell it on that same platform. With this, the user is able to promote the brand and the consumer earns money, so it is a good strategy win win.

Welcome to the metaverse, the latest and most relevant digital trend that is transforming the fashion industry.

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