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

Consumer habits are continually altering. going to the mall now not is sensible for many individuals who’ve began buying on-line. With the arrival of the metaverse, the digital atmosphere could also be nearer to turning into a actuality.

For these of the technology that spent hours enjoying The Sims, Habbo, and most not too long ago, Minecraft, Roblox, and Fortnite, the idea of the metaverse is already fairly acquainted: a simulation of the actual world with consumer avatars and with infinity. functions and buying capabilities reminiscent of controversial NFTs and cryptocurrencies.

The goal of a lot exercise in the Metaverse is, after all, excessive earnings, which in line with Bloomberg Intelligence will attain 800 billion US {dollars} by 2024, but in addition to strengthen the model.

In Brazil, Renner was the first fashion retailer to increase into Fortnite’s digital house. 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 direction of metaversion. At BRIFW (Brazil Immersive Fashion Week), the first immersive fashion week in Latin America, Renner introduced a complete present with 3D catwalk interventions and augmented actuality filters.

Fast fashion additionally has a Digital Fashion Hub, fashioned by a multidisciplinary staff working in collaboration with advertising. It operates as an experimental laboratory that makes use of 3D expertise to develop digital merchandise, rework conversations with customers 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 inventive and progressive 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 every of 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 every of 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 every of his units.

Two versions of Mara: Amaro - Reproduction - Reproduction

Two variations of Mara by Amaro

Image: copy

By the means, the existence of digital influencers in Brazil will not be new, and the greatest 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, the poster woman for dozens of brands, “opened up” with him in two elements personal avatara satiko.

The digital influencer, who has practically 40,000 followers on Instagram, stars in a wide range of campaigns in addition to her tech-associated pursuits. It additionally not too long ago 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 huge information anymore. According to Fabio Costa, CEO of Agência Casa Mais, an organization specializing in augmented actuality, the development is for brands to speculate in platforms that develop their very own metaverse in a custom-made means.

Thus, it’s doable to customise each element of the model universe. “Incorporate customized avatars with firm attire, use the marketing campaign’s visible id in the design, and use interactive digital parts reminiscent of 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 damaging level, however he believes there must be a steadiness. “A superb coexistence of the digital world with the actual world is a giant key for individuals to get used to dwelling or utilizing the metaverse as a part of their lifestyle, how one can work and play.”

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