Issue 4 [Fashion] - History in the Making: Fashion Brands Prepare for 2040

This issue will discuss the future of the fashion industry. How are Gen Z and Web3 tech making fashion history?

The industry kicked the year off with a goal: figuring out where to place their next bet! Most brands are currently building their strategies by reading through expert predictions for 2023, and customer feedback in social media threads.

I want to challenge this approach by suggesting brands should consider where the industry is heading in 2040, and calculate their next steps backward from there!

In 2040 Gen Z will be your average moms and dads with discretionary spend, while Gen Alpha will be teenagers/ in their early 20s with the drive to change reality.

That's the state of mind the enterprise and commercial world should be in.

Many brands have died over the years, just like people… Trends change. I’ll always remember this forgotten suit brand, Pierre Cardin, that was a hit in my parent’s time… My point is that our perception of what defines fashion changes based on our concept of belonging.

2040 fashion will be “Phygital” (Digital and Physical), allowing buyers to redeem their sense of belonging. It will be shaped by technocentric buyer experiences happening in the #Metaverse through Virtual and Augmented Reality, and reinforced by digital ownership through #Blockchain #Technology .

The way to win the brand loyalty race for relevance is through co-creative experiences that engage customers. These are enabled by #Web3 , and here is proof.

Revenue from the Top 5 #NFT brand activations this year collectively amounts to 246 million USD.

It comes as no surprise that stats presented by Vogue Business and pulled from Dune Analytics show fashion as dominating the upcoming buyers’ attention.

The intersection between Fashion, Luxury, and Retail is currently the leading force behind Web3 mass adoption. Fashion enterprises are setting an example for other industries to create a close connection with customers through technology.

So, here are 5 brands that are crushing customer engagement in Web3:

1. H&M studies customers trends in Roblox game Loooptopia

2. Calvin Klein tests the Asian market through RPM avatars

3. Louis Vuitton marks its territory covering world landmarks with Kusama billboards

4. Tiffany breaks revenue records in pursuit of younger shoppers

5. Nike dominates the Web3 championship and is currently undefeated!

1. H&M studies customers trends in Roblox game Loooptopia

H&M has partnered with Roblox and the Dubit studio to create an interactive online experience that lets consumers experiment with fashion. Loooptopia, as it’s called, allows the emerging generations of digital natives to express themselves through fashion both on and off screen. The idea is for consumers to style their virtual avatars in newly created clothes, and complement them with accessories, dance moves, music tracks, and special effects for the runway. Consumers can also catch up with friends to trade clothes, take selfies and engage in each other’s creations. The bottom line? H&M is building the perfect self-sustainable marketing engine with customer feedback and ambassadorship at the core.

2. Calvin Klein tests the Asian market through RPM avatars

Calvin Klein has partnered with Ready Player Me (RPM), amongst the leaders in realistic 3D avatars, to launch their Lunar New Year-themed game called ‘Unleash Your Inner Explorer.’

The game is aimed at customers based in Hong Kong, Japan, Taiwan, Korea, Singapore, and Malaysia, but international users are, of course, encouraged to join as well. The game involves catching the Chinese New Year rabbits and offers the chance to win various prizes by playing. Fashion enthusiasts can claim new Calvin Klein skins for their avatars and share their outfits’ pictures with the community. This test of the Asian market segment is aimed at collecting data for the brand to develop the next level of phygital customer engagement.

3. Louis Vuitton marks its territory covering world landmarks with Kusama billboards

The LVMH (Louis Vuitton Mo?t Hennessy) group has unveiled its latest customer engagement project in a series of Web3 activations: Augmented Reality landmarks adorned with artist Yayoi Kusama’s iconic dots. The project consists of several iconic landmarks worldwide, including the Eiffel Tower in Paris, the Statue of Liberty in NYC, and Tower Bridge in London. The brand seeks to have an impact at scale: painting the world’s biggest landmarks and monuments is a statement, a way for Louis Vuitton and Kusama to show the bridge between online and offline. Isn’t this the intuitive and Augmented evolution of ADVERTISEMENT BILLBOARDS?

4. Tiffany breaks revenue records in pursuit of younger shoppers

Tiffany entered Web3 with a statement. A partnership with CryptoPunks, the Godfather of NFT collections. CryptoPunks was launched in 2017 and consists of 10k unique 8-bit-style generated characters stored on Ethereum. With the NFTiff project, as it's called, the brand did something only they could pull off - a custom pendant collection with starting price of 30 ETH (roughly 50k USD based on market volatility). What is in store for Tiffany now? Well, the recently announced partnership with Nike’s Web3 co-creative community Nike.Swoosh! This will effectively take collector items like sneakers into unprecedented dimensions. LVMH's purchase of Tiffany and its Web3 activations allowed the brand to break its revenue records.

5. Nike dominates the Web3 championship and is currently undefeated!

Nike, Nike, Nike… Last but not least. What is there to say beyond the fact that they are the biggest Web3 onboarding fashion brand - both in terms of revenue from sales and user adoption? They have launched the Phygital Cryptokickcs NFT collection, the first native Web3 sneaker featuring decades of innovation and implemented through their acquisition of the RTFKT studio.

Nike also has a presence in the metaverse, again on Roblox, called Nikeland. SWOOSH (read as dot swoosh) is their new community experience, designed to give customers the opportunity to co-create the future of the brand by submitting their creations. As mentioned before, their latest announcement was Swoosh's partnership with Tiffany!

As the saying goes, "We are witnessing history in the making..." Well, I think we are participating in history-making, thanks to Web3. Brands are starting to get it... They are engaging with their customers and co-creating the next level of loyalty ahead of 2040...

AGREE?

February's issues of this newsletter are brought to you by?Paris Blockchain Week , the leading European gathering for business professionals in Blockchain, Digital Assets, and Web3, taking place in Paris on March 20-24

To bring you, readers, extra value, here are links to exclusive discount codes:

• 15% Discount code on Standard, Investors, and Whale tickets
• 30% Discount for the Standard Web3XP event on March 21st

Each month of the newsletter covers a different industry:

?? January was Automotive

?? February is Fashion

? March is Luxury

??? April is Retail

?? May is Food & Beverage

? June is Sports

?? July is Music & Entertainment

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