Who Will Put On the Clothes of Metaverse?

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    metaverse. It’s a concept being pushed to envision a future where our physical and digital lives intersect. So let’s think for a moment.

    Metaverse is a term used to describe future interconnectivity. It has been a big trend for a long time.

    A leisurely stroll around the internet will tell you that the Metaverse is a concept being touted for envisioning a future where our physical and digital lives intersect. This is not an attempt to explain what the metaverse is. Many bright minds are already working on this problem. I won’t go into the technical roots of the metaverse.

    The metaverse research field is more practical.

    Suppose the Metaverse—this mashup of games, entertainment, and culture—has become popular. Our avatar will start wandering in a virtual world of our choosing. You may also interact with friends and colleagues as if they were actually there. In the Metaverse, we can be anyone or anything we want. Still, there are common threads. Depictions of computerized people and other entities are usually completely covered.

    This raises the question of who will design these digital clothes if we are always in the metaverse?

    Brands rushing to enter the Metaverse

    The metaverse is not a new concept in the clothing industry.As Forbes said:In recent years, many luxury companies have started interacting with the area. From Louis Vuitton’s League of Legends collaboration to Dolce & Gabbana’s NFT. Who provides Gucci’s many game collaborations?

    It’s not just about fancy clothes. Nike recently announced several deals with Metaverse-focused companies, including BAYC, Coinbase and Sandbox. In contrast, Adidas recently announced a series of partnerships with Metaverse-focused companies, including BAYC, Coinbase and Sandbox.

    While there is a lot of activity going on, many of these efforts are still in the early stages of development. These metaverse investments and strategies are most likely a small portion of the total investments and plans of these companies. They aren’t even a significant source of income (yet). As a result, the lack of income limits the number of in-house teams working on these projects.

    Today, marketers looking to capitalize on buzz are working with cutting-edge agencies and companies. For example, a collaboration between Puma and The Fabricant, or Gucci and his GEEIQ collaboration. The Fabricant and GEEIQ help these fashion businesses by digitizing their collections. The leaders of these two companies ensure that the files are converted to the correct specifications. They broker digital partnerships.

    Developing these high-quality, highly specialized 3D assets takes time. Professional skills are required. Furthermore, due to the high cost, only a small portion of fashion trends are used.

    Sadly, this approach is currently not scalable for enterprises. At least not considering the scale of most fashion collections.

    There are interesting possibilities that will lead to industry-wide reforms. But who grabs the goat by the horns?

    Do you have a fashion solution?

    The growing need for digital clothing at scale, including participation in virtual worlds and virtual stores, could be the catalyst needed for fashion companies to shift their strategies to the metaverse.

    “But how?” you might wonder.

    Now let’s think about it.

    Imagine what it would be like if a fashion designer created a 3D-forward collection.

    The exact method of digital product development may be covered in another article. However, the designer and other members of his team create his collections entirely in 3D rather than relying on 2D CAD or physical prototypes. Brands may adopt current technologies such as CLO3D and Browzwear and visual library and workflow products such as Stitch3D.

    Brands may start exploring two different avenues with this 3D-based creation.

    1. Work with your supplier base to create something concrete. Using 3D to connect with suppliers has many benefits, from reducing physical prototyping to saving time and money.

    2. Interact directly with the digital world using these 3D elements. This could give businesses direct access to virtual worlds instead of relying on third parties to create content in the first place.

    This 3D fashion value chain has the potential for a large number of metaverse applications.

    Consider the following scenario.

    • Create marketing materials and campaigns without having to make actual clothes.
    • Digitally sell your collection to wholesale partners without creating a single physical sample.
    • Test your collection with real customers without wasting it.
    • Selling your collection online and making it to order opens the door for massive bespoke.
    • Collections can only be sold digitally.

    Digital value chains present an exciting opportunity for fashion brands to operate more sustainably, efficiently and at lower cost. The result is a foundation for brands to unlock the value of these digital collections. It also potentially enables large-scale participation in the metaverse.

    Who wears Metaverse clothes?

    So, going back to my original question, who graces the metaverse? The companies that have moved to digital development processes in-house will be the most successful. Brands can improve the skills of their employees. They can establish new ways of working. Most importantly, develop a new digital attitude through your journey to unlock 3D design.

    Working with creative companies is always an option, but what if your team could deliver similar results? With so much innovation happening in the Web3 space, the potential for marketers to do it right can extend infinitely. Admittedly, we have a long way to go to get there. But the longest journeys start with the shortest laces.

    Main image credits: Fauxels; Pexels; Thanks!

    Diana Richie

    Editor-in-Chief of ReadWrite

    Deanna is the managing editor of ReadWrite. Previously she was editor-in-chief of Startup Grind, where she has over 20 years of experience in content management and content development.


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