Fashion has always been one of the most popular topics in society.
Whether it means we laugh at Kim Kardashian’s stupid outfit or swoon over some celebrity’s new wardrobe collection.
Nowadays, everything is related to fashion. And not to mention, you also get judged for that. Fashion can be defined as having a general trend about what is currently popular and has become established by convention for this purpose within an area of culture or society (such as religion).
So, with fashion being so deeply rooted in human history, what would happen if it went digital?
Ok, you know what, I’ll make you a bet.
In the year 2025, fashion is a digital reality.
You might laugh at me today, but with the way things are going, it might be a real possibility. If you think that it's an unimaginable idea, then you are wrong. Because in this new world, it has already happened.
The popular social media company Metaverse
decides to take things one step further and integrates their system with our clothing - so now you can design your clothes on their app, which will be translated into a real-life garment.
What Does This Mean For Fashion?
Fashion in the digital world.
Imagine you go into a store and there is no one around except for virtual models that you can try on clothing. With just a click of your fingers, the clothes will automatically appear on your body as if it was an extension of yourself. The technology may not be perfect yet but it's something worth exploring.
Imagine being able to feel the clothes of your favorite fashion model. Imagine experiencing the texture and the fine crafting of the work that you are now wearing digitally.
Why This Shift?
Over the course of the pandemic, fashion consumption suffered a lot.
The store closures, lockdowns, and work from home took their toll on everyone. But as we all say, necessity is the mother of innovation, the fashion industry had to find new ways to look out for itself.
The digital world was ripe for the taking. Now you could see This push for fashion players to switch to online channels. This was their only means of sustaining their business and getting some orders.
And can you believe it, they went out having a virtual exhibition to reach their potential customers.
Jolly good move, and a smart one too. Due to this tactic, many brands saw themselves surviving through the last two-year period.
And the funny thing is, even though the world is now going back to how things were (though no one still knows when the virus will strike back), many fashion brands are now looking forward to investing in technologies that will allow them to have a digital copy of their product.
And this is how the story comes full circle. They have understood the importance of (gaming) technology in the future. This is why they are all too eager to acquire as much future tech as their budget can carry. They are not just going with their emotions here though. There is a strong reason why they made such a calculated move.
It makes sense for them to join the winning side. When big investment banks predict that Metaverse might create a 50-billion-dollar opportunity for fashion brands, I will bet you anything that they will do whatever they can to start integrating metaverse in their catalog.
Not to mention, can you even differentiate between what's real and what's digital these days? Believe me, this will only rise as times change demands need to be "Future-proof" with metaverse if they have to survive.
Ok, now let’s go one step further. As of now, we were talking about how you might just get the chance to feel what you can buy from a shopping store hundreds of miles away. Now imagine your digital version.
True Fashion Of The Metaverse:
Picture this, you are at a lavish party. Lights explode on your face as the cameras click picture after picture. Designers hug you and models envelop you. You're looking good. Wearing an elegant silk dress that will make a Bond-girl jealous.
I hear you ask, "It's all amazing but, what's the catch?"
The catch here is that this is not real. You're in the metaverse with your digital avatar, playing through a simulation game. And the best part was that you are feeling the same thing that you would feel if you were there for real.
Now, this simulation might not hold a candle to reality, but this is the best you can get. And the fashion brands know this. This is one of the main reasons why you see so many brands are now having digital accessories.
But you and I both know that it doesn’t matter to anyone. I mean, you get to rub shoulders with fashion models!
Who Is The Target Market?
This is why metaverse's target market is the younger generation – Gen Z. We already exhibit a sharp inclination and an urge to experiment with every new technology. Gaming and virtual reality take a huge chunk of our lives these days. So the metaverse can serve as an effective medium to reach Gen-Z.
This is also one of the key reasons that have made fashion brands use gaming and the digital world as their growing advertising and communication medium. I mean, for Gen-Z, for them, their created avatars in games wear branded outfits and accessories are more eye-catching than brands’ retail shops or shopping websites. And the less we talk about in-store mannequins, the better.
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