Whether it’s a general disinterest, the collapse of the NFT market, or being out of step with uses, the internet of the future no longer seems to garner unanimous acclaim on the metaverse. Except, it seems, in the fashion industry. In this sector, initiatives are fast multiplying. Everyone clamors to carve out a place for themselves in these new virtual worlds, as well as in the hearts of Gen Z shoppers.
Let’s say, for instance, what do Hermès and Zara have in common? At first glance, not much, except for their primary target, the demanding Gen Z and their infatuation with the metaverse. Like many of their counterparts, these fashion brands — with very different worlds and market positions — have both made a sharp turn towards the virtual realm in recent months. It’s no longer just a question of developing online shopping and associated services. Rather, it’s about making a genuine leap into the metaverse. It’s their new prime tool for advertising and communications — if not to say seduction — aimed squarely at their younger customers.
Related: Virtual fashion is going mainstream