Why fashion brands should jump into the metaverse

The phrase “metaverse” may sound enigmatic, yet it refers to a digital environment. Users “live” within a digital realm using a combination of technological features such as virtual reality, augmented reality, and video. Fashion brands have been entering into the metaverse as Zara recently unveiled a new 10-piece metaverse collection called “Y2K Creatures”, while Gucci has hired a CEO for its metaverse ventures. Morgane Lopes, Printemps’ digital marketing director, stated that the cost of things in the metaverse might be “very inexpensive or incredibly exorbitant” depending on who the partnership is with. Daniel Bobroff, co-founder of the metaverse initiative Duwl and CEO of creative technology firm Coded Futures for fashion and retail, agrees with Lopes and believes that it is critical for fashion businesses to “become part of the metaverse.” Many people in the fashion sector may be wondering if this new trend will replace retail as we know it. While it may not completely replace physical businesses or commodities, the potential it provides should not be overlooked. With each new piece of technology, there are chances to seize as well as problems to overcome. The metaverse, however, is here to stay as consumers continue to explore digital worlds.

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