How Blue Bite serves as the connection between physical and digital in the luxury fashion industry.
April 21, 2022
Fashion is largely thought of as physical, with tangible clothing items and runway shows with the season’s latest trends that can be bought and held in a consumer’s hands.
But what does the future of fashion look like? As the metaverse continues to expand, so does the world of virtual fashion brands — especially luxury fashion. Fashion bloggers, tech- and fashion-forward consumers, designers, creators and brands themselves are all tapping into the world of virtual fashion in the metaverse.
Bloomberg estimates the metaverse to be worth nearly $800 billion — and that figure is only expected to grow in the coming years.
Luxury fashion is one growing sector of the metaverse — and it’s not going away anytime soon. With NFTs, VR and more, here’s a look at the state of luxury fashion in the metaverse and how the lines between physical and digital fashion are blurring.
Fashion in the metaverse goes beyond people dressing their avatars in different outfits. Here’s a look at just a few of the ways luxury fashion brands have tapped into the metaverse:
Whether it’s NFT fashion designs or a virtual fashion show, here are some innovative ways luxury fashion brands have entered and expanded into the metaverse.
Designer house Gucci collaborated with online game platform Roblox to create a 2-week virtual “Gucci Garden.” Consumers could take part in the immersive online experience and buy exclusive virtual fashions for their avatars.
The Luxury Fashion District — a sub-district of the Metaverse Group’s Fashion District — featured a range of luxury brands, including Dolce & Gabbana, DUNDAS, Elie Saab, Etro, Imitation of Christ, Nicholas Kirkwood, and more. Singer Grimes also served as the event’s headliner.
Some highlights from the first Metaverse Fashion Week included:
Whether it’s an online fashion show or an AR or VR try-on, there are near limitless opportunities for luxury fashion brands to connect with consumers in the metaverse.
From purchasing an NFT garment that has a duplicate physical version to taking part in virtual fashion shows, the lines between physical and digital fashion are blurring as the metaverse expands. Fashion-forward consumers want to stay on top of the latest styles and trends — and digital fashion empowers luxury brands with a unique way to appeal to and connect with consumers.
Traditional consumers may lean more toward physical fashion garments and trends. Tech-savvy, trendy and/or sustainability-minded consumers may be more interested in tapping into the unique, up-and-coming trends and investments that meta fashion offers.
But consumers that have an interest in a wide array of fashion or tech trends are interested in the intersection of physical and digital luxury fashion.
Innovative brands that want to stay ahead of the competition have leaned into offering a virtual version of an item like those powered by Blue Bite. Upon scanning a quick-response (QR) code or tapping a near-field communication (NFC) tag, consumers are immersed in a personalized mobile experience showcasing a virtual version of the item.
Each scan can become its own point-of-sale, or brands can tailor experiences to appeal to consumers in personalized ways and build brand loyalty. Brands are empowered with limitless ways to connect with consumers with digital versions of items as Blue Bite takes away the lines between physical and digital fashion.