#NFT #Metaverse #crypto #blockchain #DeFi
Popular luxury fashion houses want to carve a niche for themselves in the Metaverse to stay popular and digital.
Brands are buying up land in the Metaverse and creating skins under their own brands.
NFT stuff – how to add value.
Source: Fashion United
Already Decentraland Fashion Week has taken place, and artist Mason Rothschild has created digital Metabirkins fur bags with NFT. Although the fur is only digital, the artist’s work has angered Hermès. They claim that the artist uses the brand name, but the bags created by NFT are virtual content and not a real product, so no legal action can be taken. The incident may be designed to attract more interested shoppers to the brand’s products.
Source: The Symbol
The popularity of digital Birkin is skyrocketing as owners of real vintage Birkins turn them into NFTs.
The price of an NFT item consequently increases manifold and it is no longer just an item, but an investment in both the real world of things and the digital one.
Of course, brands one after another started to create their NFTs. And for the adherents of the brand, the possession of such NFT would mean additional privileges in the form of membership in a private club and invitations to various events.
For example, Tiffany’s is offering Tiffcoin for select customers at 30 Ephir apiece, and Dolce&Gabbana offers three different kinds of boxes with different types of access.
And other brand trends
The next step for some brands has been to allow cryptocurrency payments for customers. Already Balenciaga, Gucci, Philipp Plein accept payment from crypto-holders.
It is also becoming a trend to release a new collection both in real life and in the digital world. The brand Zara has launched a digital collection of clothes that is identical to the real collection. Other brands have approached the subject even more creatively.
For example, a great marketing move has been made by Adidas, which invites customers to create their own avatars on the platform by answering questions and choosing a product.
The avatar is created by artificial intelligence, based on your answers.
And Dolce & Gabbana have upgraded the digital version of their collection, making it even more radiant and glamorous.
Source: The Front Row
Exclusivity is exactly what the NFT can provide.
Exclusivity is the fashion industry’s most distinctive feature. Limited edition collections, aficionados’ willingness to count the days until purchase on a waiting list, designer friendships, and the chance to attend shows and other events have created a fashion industry in itself.
And all this exclusivity is transferred from real life to the digital world, existing already in two parallel worlds.
NFT is an asset that will not decay with time, and that cannot be deleted or altered once it has been created.
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