Customer experience strategies are certainly blending physical and digital after COVID-19-Phygital

We're at a turning point in modern history as we enter a phygital era marked by ubiquitous digital identification tools. In a tug-of-war between the physical and digital worlds, it's clear the latter has won. The NFT is firmly rooted in the digital world, which is allowing for a new renaissance in digital art by bringing digital scarcity and authenticity in a way that was previously unattainable. In their most basic definition, NFTs, or "non-fungible tokens" are cryptographic tokens stored in a blockchain that allow people to buy, sell, or trade actual items such as artwork or real estate. NFTs are particularly suitable for tokenizing items that are collectible and unique.

In the fashion industry, NFTs offer the opportunity to turn digital collections and designs into highly valuable, luxurious, and unique pieces. Dolce & Gabbana, a luxury fashion brand at Milan Fashion Week, launched its own collection of NFTs on the Polygon (CRYPTO: MATIC) blockchain at the end of August 2021. The brand provided its latest collection in an unprecedented livestream that ran for 12 hours, setting a new digital milestone in fashion runway shows. The novel COVID-19 pandemic is pushing high-end labels to innovate ways of exhibiting collections despite international restrictions, erratic logistics, and fear of contagion. Brands which have invested in digital experiences by exploring unconventional platforms have so far been positively received, particularly among tech-savvy audiences.?

2022 will see the return of physical fashion, but it will take a Meta-Phygital form. Slowly, as fashion has begun to embrace the internet, it has evolved from Web 2, which is defined by user generated content and sharing, to Web 3, which is defined by metaverses and encryptions. Featuring interactive elements and futuristic designs, the fashion show will air simultaneously in the metaverse. Zepeto is a South Korean social media app with more than 200 million users, and is Gucci's latest foray into the metaverse.