How Brazilian fashion brands are investing in the metaverse – 12/28/2022

Consumer habits are continuously altering. going to the mall not is smart for many individuals who’ve began purchasing on-line. With the arrival of the metaverse, the digital setting could also be nearer to turning into a actuality.

For these of the technology that spent hours enjoying The Sims, Habbo, and most lately, Minecraft, Roblox, and Fortnite, the idea of the metaverse is already fairly acquainted: a simulation of the actual world with person avatars and with infinity. functions and buying capabilities corresponding to controversial NFTs and cryptocurrencies.

The objective of a lot exercise in the Metaverse is, in fact, excessive earnings, which in keeping with Bloomberg Intelligence will attain 800 billion US {dollars} by 2024, but additionally to strengthen the model.

In Brazil, Renner was the first fashion retailer to develop into Fortnite’s digital area. In 2021, the model launched Renner Play, an immersive play retailer map with simultaneous participant activations. The wonderful results of the marketing campaign was an incentive for the firm to proceed investing in expertise.

In November of this 12 months, the model took one other step in the direction of metaversion. At BRIFW (Brazil Immersive Fashion Week), the first immersive fashion week in Latin America, Renner offered a whole present with 3D catwalk interventions and augmented actuality filters.

Fast fashion additionally has a Digital Fashion Hub, fashioned by a multidisciplinary group working in collaboration with advertising. It operates as an experimental laboratory that makes use of 3D expertise to develop digital merchandise, remodel conversations with shoppers and more and more combine them into its processes.

“All the figital initiatives we implement present that there’s a rising public curiosity in dwelling artistic and modern experiences,” says Maria Cristina. mersonDirector of Corporate Marketing at Renner.

Metaverse: Brazilian

Fortnite Havaianas

Image: Discovery/Havaianas Fortnite

in the universe of fortnite, Havaianas is one in all Renner’s Brazilian “neighbors”. The shoe model introduced the summer time vibe to a digital manicure island. The proof of a model’s success in a brand new territory is the buy queue NFTs of the model.

Amaro was one in all the first Brazilian fashion retailers to enter the gaming world. The firm made its Animal debut with digital influencer Mara crossing and used the participant’s interplay as a reference for one in all his units.

Two versions of Mara: Amaro - Reproduction - Reproduction

Two variations of Mara by Amaro

Image: copy

By the method, the existence of digital influencers in Brazil just isn’t new, and the largest one is “Brazilian”. Louisa from the journal Louisa, who has already starred in the Adidas marketing campaign, graced the cowl of the journal, participated in the video. by Anitta, and it did not take lengthy to enter the meta model both.

The premiere passed off in Horizon Working roomsMeta is a platform created for holding conferences utilizing avatars.

Lu from Magazine Luiza, star of Adidas campaign - Press Release - Press Release

Lu was the star of the Adidas marketing campaign

Image: Revelation

Sathiko, avatar of host Sabrina Sato - Press Release/Biobots - Press Release/Biobots

Satiko, the avatar of host Sabrina Sato

Image: Discovery/Biobots

There is even a gathering of actual and digital affect.

Sabrina Sato, posters of dozens of brands, “opened” with him in two components. personal avatara satiko.

The digital influencer, who has almost 40,000 followers on Instagram, stars in a wide range of campaigns in addition to her tech-associated pursuits. It additionally lately launched its immersive expertise, opening a Japanese restaurant franchise in the metaverse.

The way forward for digital actuality

Soon, in-game campaigns will not be massive information anymore. According to Fabio Costa, CEO of Agência Casa Mais, an organization specializing in augmented actuality, the development is for brands to take a position in platforms that develop their very own metaverse in a custom-made method.

Thus, it’s potential to customise each element of the model universe. “Incorporate personalised avatars with firm attire, use the marketing campaign’s visible identification in the design, and use interactive digital parts corresponding to digital catalogs and institutional movies,” exemplifies the specialist.

In the midst of a lot innovation, brands find yourself exaggerating their use of expertise. For Costa, that is not essentially a adverse level, however he believes there must be a steadiness. “A superb coexistence of the digital world with the actual world is an enormous key for folks to get used to dwelling or utilizing the metaverse as a part of their lifestyle, methods to work and play.”

Leave a Comment

Your email address will not be published. Required fields are marked *