How Brazilian fashion designers cash in on the metaverse – 12/28/2022

Consumer habits are always altering: a visit to the market is not smart for many individuals, who’ve began purchasing on-line. With the arrival of the metaverse, the actual universe could also be near occurring.

For these of the technology that spent hours taking part in The Sims, Habbo and, amongst the most up-to-date, Minecraft, Roblox and Fortnite, the idea of the metaverse is already acquainted: a simulation of the actual world, with consumer avatars and limitless. the capability to focus on and buy, resembling NFTs versus cryptocurrencies.

Most of the actions in the metaverse are centered, in fact, on excessive income – which, in line with Bloomberg Intelligence, will likely be US $ 800 billion by 2024 – and to advertise the model.

In Brazil, Renner was the first fashion retailer to develop into the Fortnite group. In 2021, the model launched Renner Play, with the most in-depth map of the sport retailer, with simultaneous train. The wonderful outcomes have been an incentive for the firm to proceed investing in expertise.

In November of this 12 months, the model took one other step into the metaverse. At BRIFW (Brazil Immersive Fashion Week), the first fashion week in Latin America, Renner confirmed a complete present with 3D channels on the crowd and digital actuality filters.

Fast fashion additionally has a Digital Fashion Hub created by a multi-model crew that works carefully with Marketing. It works as an experimental laboratory that makes use of 3D expertise to create digital merchandise, change the dialog with customers and combine them into its processes.

“All the bodily actions that we’re doing present that there’s a rising curiosity of individuals in having the expertise,” says Maria Cristina. merçonDirector of Corporate Marketing at Renner.

Metaverse From Brazil

Pictures of Fortnite Havaianas

Image: Reveal / Havaianas Fortnite

In the universe of fortnite, Havaianas is one in every of Renner’s Brazilian “neighbors.” The shoe model took the summery really feel of the island flip-flop look. The proof of the model’s success in this new sector is in the buy line NFTs of shade.

Amaro was one in every of the first Brazilian fashion retailers to enter the world of sports activities. With actual energy Mara, the firm began on Animal to cross and used participant interplay as a reference for one in every of his collections.

Two versions of Mara, by Amaro - Reproduction - Reproduction

Two variations of Mara, written by Amaro

Image: Childbirth

The presence of digital presenters in Brazil, by the approach, is just not uncommon and the largest one is “Brazil”: Lu, from Magazine Luiza, who has beforehand been with the Adidas marketing campaign, confirmed the cowl of the journal, took half in the video. and Anitta and it did not take lengthy for them to hitch in as effectively.

The first time it occurred on in the eyes Working roomsMeta is a platform designed for conferences utilizing avatars.

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

Lu was the star of the Adidas marketing campaign

Image: Disclosure

Satiko, the avatar of presenter Sabrina Sato - Press Release/Biobots - Press Release/Biobots

Satiko, the avatar of presenter Sabrina Sato

Image: Disclosure / Biobots

There is even a gathering of actual and digital affect.

Sabrina Sato, a multi-coloured photograph lady, was “uncovered” twice by him your avatara we’re not.

The agent, who has almost 40,000 followers on Instagram, has starred in varied campaigns, in addition to being in expertise. It not too long ago relaunched its enterprise by opening a Japanese restaurant in the metaverse.

The way forward for digital actuality

Recently, sports activities campaigns are not the massive information. The pattern is for manufacturers to speculate in platforms that create their very own metaverse, in line with Fábio Costa, CEO of Agência Casa Mais, an organization specialised in digital actuality.

Therefore, it’s potential to vary the particulars of the atmosphere of the model: “Put customized avatars and clothes of the firm, use the info of the marketing campaign all through the course of and use comparable merchandise, resembling digital catalogs and company movies”, is an instance of specialists.

In the midst of a lot innovation, can manufacturers exaggerate their use of expertise? For Costa, this isn’t improper, however he believes that there must be concord: “The good coexistence of the digital world and the actual world is the fundamental key for folks to get used to dwelling or utilizing the metaverse. non-dwelling methods, the best way to work and play.”

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