Metaverse. It’s a concept being bandied about to depict a future in which our physical and digital lives intersect. So let’s think about it for a minute.
The metaverse is a term used to describe the interconnectedness of the future. It has trended big time for a long time.
You’ll find if you take a leisurely walk on the Internet that the metaverse is a concept being bandied about to depict a future in which our physical and digital lives intersect. This is not an attempt to explain what the metaverse is or isn’t. Many brilliant brains have already weighed in on the subject. We will not talk about the metaverse’s technological roots.
The metaverse field of study is more practical.
Assume the metaverse — this mash-up of games, entertainment, and culture — catches on. Our avatars start wandering about in a virtual world of our choice. We may also socialize with friends and coworkers as if we were physically there. In the metaverse, we may be anybody or anything we wish. There will be no limit to the possibilities. Even yet, there is a common thread: computerized depictions of people or other entities are usually fully clad.
Does this raise the issue of who will design these digital clothing if we are constantly clad in the metaverse?
Brands Quickly Making Their Way Into the Metaverse
The metaverse isn’t a new notion in the garment business. As Forbes says, “Many luxury companies have begun to interact with the area in recent years. From Louis Vuitton’s League of Legends cooperation to Dolce & Gabbana’s NFT. Who is offering Gucci’s many gaming collaborations?
And it’s not just about high-end clothes. Nike recently announced several agreements with metaverse-focused firms, including BAYC, Coinbase, and Sandbox. In contrast, Adidas recently announced a series of partnerships with metaverse-focused companies, including BAYC, Coinbase, and the Sandbox.”
While there is a lot of activity, many of these efforts are still in the early stages of development. These metaverse investments and strategies are most likely a modest part of these companies’ total investment and plan. They are also not a significant source of income (yet). As a result, the lack of income restricts the number of internal teams working on these projects.
At present, marketers looking to capitalize on the buzz collaborate with cutting-edge agencies and businesses. Take, for example, Puma’s collaboration with The Fabricant or Gucci’s collaboration with GEEIQ. The Fabricant and GEEIQ will assist these fashion businesses by digitizing their collection. The leaders of these two companies will ensure to transform their files to the correct specifications. They will broker their digital partnerships.
Developing these high-quality and highly particular 3D assets is time-consuming. It requires specialized skills. Plus, it’s costly, so they use only a small selection of fashion trends.
Sadly this approach isn’t scalable for businesses currently – at least, not when considering the scale of most fashion collections.
And there’s an intriguing possibility there that might lead to industry-wide reform. But who will grab the goat by the horns?
Is There a Fashion Solution?
The growing need for large-scale digital clothes — whether for participation in virtual worlds or even virtual storefronts — might be the catalyst fashion firms need to shift their strategies to the metaverse.
“But how?” you may wonder.
So, let’s think about it.
Consider what it would be like if fashion designers created collections with 3D at the forefront.
We might cover the exact method of digital product development in a different article. However, designers and other members of the creator teams create the collections totally in 3D rather than utilizing 2D CAD and physical prototypes. Brands may employ current technologies such as CLO3D or Browzwear and a visual library and workflow product such as Stitch3D.
Brands may start exploring two different paths with this 3D-based creation:
1. Creating tangible things in collaboration with their supplier base. Using 3D to connect with suppliers may have a lot of advantages, from reducing physical prototypes to increasing time and cost economies.
2. Use these 3D elements to interact directly with the digital world. This might provide businesses with direct access to virtual worlds instead of relying on third parties to produce the content in the first place.
This 3D fashion value chain has the potential to spark a plethora of metaverse applications.
Consider the following scenario:
- Create marketing materials and campaigns without having to make an actual garment.
- Digitally sell collections to wholesale partners without making a single physical sample.
- Without causing waste, test your collections with real customers.
- Sell your collections online and create to order, opening the door for large-scale made-to-order.
- You can only sell your collections digitally.
The digital value chain provides incredible opportunities for fashion brands to work more sustainably, efficiently, and at lower costs. Consequently, it lays the groundwork for brands to unlock the value of these digital collections. Also, potentially allow for large-scale participation in the metaverse.
Who Will Put On The Metaverse’s Clothes?
So, returning to my initial question, who will clothe the metaverse? The companies migrating internally to a digital development process will be the most successful. Brands will be able to upskill their employees. They can establish new working methods. Most importantly, it will develop a new digital attitude due to the journey to unlock 3D design.
Working with creative firms will always be an option, but what if your team could provide similar results? With so much innovation in the Web3 arena, the possibilities for marketers that do it right might be limitless. To be sure, we have a long way to go before we get there. But the longest journey begins with the shortest shoelace.
Featured Image Credit: Fauxels; Pexels; Thank you!