The world of fashion is no longer confined to the runway, and with the rise of the metaverse, digital fashion seems to be taking everyone’s attention. Case in point: In August 2021, Ralph Lauren partnered with Korean social networking app Zepeto to create a virtual fashion collection that allows users to dress their avatars in exclusive merchandise and appearance-changing skins. Since then, there seems to be no looking back. Technologies such as 3D experiences, digital avatars, and digital twins are believed to have the potential to change how we perceive fashion.
Sunil Arora, co-founder of Trace Network Labs, building Mmetaverse technology for fashion brands, and FE Transformx discuss how the metaverse can change the fashion industry. (excerpt edited)
How can the Metaverse change conventional fashion?
The evolution of design technology has improved dramatically, allowing designers to be more creative and create seemingly limitless designs. However, it is not always possible to physically transform this creativity. But Metaverse gives you unlimited options to choose from, especially unlimited color palettes and designs. In addition to endless dressing possibilities, you’ll also have access to a wide variety of stores under the same roof.
As more brands turn to sustainable fashion, how can the Metaverse change the game?
Metaverse reduces the use of raw materials such as fabrics, dyes, and other materials needed to create dresses. Metaverse allows you to access your digital avatar and try on clothes that your digital avatar has created. You can also customize the clothes according to your own taste. Users can also get various stores, brands, etc. on her one platform.
How sustainable are stores on the metaverse compared to offline stores?
Today, we have moved from traditional marketing to what is known as experiential marketing, a strategy that provides our customers and prospects with unique face-to-face experiences that are primarily based in digital environments. As such, a metaverse-based fashion industry reduces the costs involved in supply he chain management, offline he marketing, and garment manufacturing.
Like many other companies, how do you plan to cut costs?
We are committed to embedding artificial intelligence (AI) into the fashion metaworld. We use AI to understand the user’s wishes, summarize them, and convert them into designs. Using AI makes the process much more time and cost efficient. This not only helps the designer understand the user’s needs, but also helps avoid creating unnecessary designs.
How will the fashion industry benefit from Metaverse AI?
With AI, fashion brands can gain the advantage of being able to track customer activity, purchase history, preferences and demographic profiles. This data will ultimately help us deliver new, more personalized clothing. According to analysis by market research platform Statista, the fashion market is expected to reach 3.4 billion users by 2027. In summary, the industry needs to understand the needs of so many customers faster and faster. In other words, AI is expected to drive purchases by providing fast, customized fashion recommendations.