How the fashion industry is using the metaverse to engage with consumers?

Thinking Out Loud #2

Greetings fellow readers!?

I am back with another addition to this weekly series that will let you have a look into the future of technology in fashion. You will be seeing more articles on it in the near future. In this segment, you will get to explore the future trends in fashion with me and ponder on all the ‘what-ifs’.?

When I read about these big fashion brands like Gucci, Balenciaga, and Ralph Lauren, I am looking forward to them introducing me to something new. I often read about them in the news and wonder, “What’s next? What are they up to?” and then I read about their entry to the metaverse!

Witnessing the entry of the fashion industry into the metaverse fills me with a blend of skepticism and excitement since it will be redefining consumer engagement in unexpected ways. In 2023, the metaverse wasn’t just a buzzword; it collectively gave us all (including me) the thrill of potential in reshaping how we will experience fashion through technology in the coming days. To be truthful, I might be skeptical but I cannot contain my excitement.

My beliefs were supported by Vishal Gupta, who mentioned in his post that, “The metaverse offers new opportunities and challenges for the fashion industry”, I could not stop myself from agreeing because I too feel that it ends up blurring the boundaries between the physical and digital worlds. He went into great detail in his post explaining how the big fashion brands are using gaming as a platform to engage better with their Gen Z customers. But gaming is not the only place where the brands are going digital. For Instance,?

1. ?Immersive Virtual Runways are a new trend

Imagine attending a fashion show without leaving your home—the metaverse makes it possible. In fact, it happened in the month of March, 2023. Metaverse Fashion Week or #MVFW23 took place in Decentraland, the first decentralized metaverse and a virtual social world, with 60+ brands, designers and artists in attendance. It had 4 maps and many big fashion brands like Dolce & Gabbana, Tommy Hilfiger, Monnier Paris, Lancia, DKNY, etc. graced the virtual runway. Such virtual runways are providing an experience that raises both eyebrows and anticipation.?

India, too, joined this trend on Dec 10, 2022 with its first ever entry to metaverse with “Blenders Pride Glassware Fashion Tour Park”? virtual fashion weeks becoming a captivating platform for designers to showcase their creations. The fashion show featured outfits from ‘Style Gallery’ exhibit which showcased unique t-shirt outfits made by 60 designers and homegrown fashion labels under the project name “This is not a T-shirt”. Besides, Manish Malhotra was the first Indian designer to step into the metaverse with his NFTs made in collaboration with WazirX NFT Marketplace and FDCI x Lakme Fashion Week.

1. Virtual Try-Ons in Shopping are also gaining popularity

Did you ever feel like virtually trying on outfits before making a purchase? The metaverse fulfills this desire with virtual try-on experiences, sparking both skepticism and curiosity. Brands like Myntra and Ajio are at the forefront of this trend, bringing the joy of fashion exploration to screens across the nation. During my recent purchases from these online shopping apps, I had the pleasure of trying their virtual try-on feature.?

Voonik is another fashion app that allows its users to virtually try clothes using its virtual dressing room app TrialKart to let customers see how the clothes will look on them. But why are we seeing so many Indian brands joining the trend? In Sujayath Ali’s (CEO and co-founder of Voonik) words, "It’s not like a choice”. The businesses in fashion will go down if they won’t be competent in the visual experience.

1. It isn’t just Fashion, it’s a medium of expression in “second worlds”

The new generation or Gen Z, as we popularly call them, is all about personal expression. Fashion is among the top three categories that they pay attention to. But will they carry the same thought process in a virtual world? I believe they would because the metaverse fashion market offers highly personalized digital experiences. Also, it is sustainable too! Another thing that Gen Z is obsessed with. The wastage that clothes cause in our physical world will be reduced and so does the raw material consumption.?

As I cautiously navigated this metaverse marvel, the fusion of fashion and the digital world prompted skepticism in me because it's only natural to feel that way for the unknown, and yet, it holds the promise of an exciting paradigm shift. From virtual runways to virtual try-ons, the metaverse is reshaping the fashion landscape, leaving me both intrigued and skeptical. How do you feel about the metaverse influencing the future of Indian fashion? Are you skeptical about it too? I have shared my thoughts and now it’s your turn.?

???? #MetaverseFashion #DigitalRevolution #UrbanIndianStyle