How the top fashion brands are already entering the metaverse

Virtual reality (VR) is another technology growing increasingly common, but still probably lacks behind AR in terms of accessibility. In the space of only a few years, VR headsets have gone from a niche product for the super rich to something we’re all more accustomed to seeing. However whilst almost everyone in Europe owns a smartphone, and subsequently has access to AR technology, the VR headset remains something more elusively exclusive.

So what is virtual reality? In a fairly self-explanatory fashion, it’s a reality built entirely in a virtual world. An immersive experience that plunges users into simulated virtual environments with varying degrees of interactive capabilities.

Some basic virtual realities allow users only to look around, remaining rooted to the spot. In others, you can walk but only on a set path. The most advanced VRs in existence right now allow users to explore virtual worlds any way they wish, but within a limited pre-mapped world.

Whilst AR technology is more accessible today, what sets VR apart is its potentially unlimited possibilities. Once the technology is in place to build inhabitable virtual worlds, VR users could (in theory) enter them and live out their existence without feeling the need to leave.

Right now the gaming industry is probably making the most use of VR possibilities, but it’s only a small step before e-commerce virtual realities become the new digital highstreet.

With more of an idea about how the metaverse already exists today, in this section we’ll take a look at how some of the globe’s biggest, most identifiable brands are already making use of the technology.

Connecting with customers in new environments, making them feel part of a brand community and giving them memorable experiences are the key drivers behind all of the following excursions into the metaverse.

High-fashion powerhouse Balenciaga released their Fall 2021 collection via a virtual video game experience that saw players walk through an imagined futuristic wonderland. In Balenciaga: The Age Of Tomorrow players walk a predetermined path whilst passing virtual characters dressed in Balenciaga’s upcoming collection.

The brand collaborated with Dimension to build the fully immersive VR experience for its customers and community. Designed over five separate levels, the journey begins in a retail store, moves into a cityscape and then onto a futuristic bus that eventually takes off and transports players out of the city to outdoor environments. Eventually a white rabbit leads players to a secret rave (Matrix references, we see you), all the while surrounded by avatars wearing the new collection.

This novel and inventive way of releasing a new collection was a huge hit in the fashion world, democratising a fashion show that so often in the physical world is accessible only to the rich and famous. We predict this is only the beginning for events like this.

Balenciaga also participate in virtual worlds by collaborating with the aforementioned global sensation Fortnite. As we previously mentioned, Fortnite gamers can customise their avatars with unique skins and Balenciaga have designed a collection of virtual clothing for Fortnite characters.

A virtual Balenciaga store is situated on Retail Row, the shopping street in Fortnite’s battle royale mode, where players can enter and browse for the custom skins. To complete the full circle between the digital and the physical world, Balenciaga released a limited edition run of real-world clothing bearing the Fortnite logo.

By offering this holistic experience between the physical and virtual worlds, Balenciaga create a fully immersive brand world for their fans and customers. It’s a brilliant strategy for building a sense of community around a label and intense brand loyalty that will keep customers returning again and again.

From high-fashion to the high street, globally recognised brand Gap have an AR app that helps their customers buy online. DressingRoom is an app that uses AR technology to allow customers to virtually try on any item of clothing whilst shopping online.

After choosing a product, customers select one of give body types to see how the item will fit on a virtual avatar. The item is displayed through the screen of their mobile device, but the avatar appears as if standing in the room.

When buying online it can be difficult to judge how a piece of clothing will fall, or how the material will stretch and fit over the body. With this AR app Gap customers get more of an idea about these unknowns, giving them the added confidence that could make the difference in their decision to purchase.

The app was built in partnership with Avametric, a tech company specialising in build virtual avatars, and Google. Google is a long time innovator in AR technology and mobile visualisation, making them the perfect partner for such a venture. 

Gucci have built their own virtual world within the Roblox metaverse. Roblox is an online gaming platform within which developers can build interconnecting worlds or games for users to explore. The Gucci Garden is Gucci’s space within this metaverse through which attendees can explore famous campaigns and collections.

Participants walk through the virtual space room by room, each a homage to a famous Gucci campaign of years gone by. Their avatar begins the journey as a blank canvas and as the participant walks they absorb elements from each room’s aesthetic. Every participant begins the journey at a randomised entry point, meaning each journey is different. The result is a unique virtual experience that’s visually reflected by the absorbed patterns and colours on the participant’s avatar.

Participants are invited to take virtual selfies and share their custom designed avatars on social feeds, extending the sense of brand community from the metaverse into the digital world of Instagram and Snapchat.

Nikeland is another virtual world built within the Roblox metaverse. Again, visitors to Nikeland have an avatar which they can dress in custom Nike branded products. Products are purchased through the Nike store and worn whilst visitors compete in the numerous sports-based games available in Nikeland.

The games are based on real-world sports but with a metaverse twist, often breaking the rules of physics and introducing new possibilities afforded by the virtual world. Nike aims to mirror real-world sporting events with custom games available in Nikeland. For instance when the FIFA World Cup or the Superbowl are approaching, relevant games will be introduced to Nikeland for customers to enjoy.

Nike truly see the metaverse as a new opportunity to encourage people to fall in love with the brand, using this not only to fuel digital sales but also to translate the brand loyalty to sales in the physical world as well.

In a world where supply-chain worries are increasing and new logistical headaches arrive almost weekly, the digital world offers a new arena for continuing to leverage growth for digital e-commerce brands.

Vans World is very similar to Nikeland. Another part of the Roblox metaverse, Vans World is a virtual skatepark based on significant real-world locations. House Of Vans, the Off The Wall skatepark and revered skate spots from all over the world come together in a unified virtual experience for skate lovers.

Not only a persistent virtual space for practice tricks and flips, Vans World is an online community hub for skaters to hang out and browse for exclusive Vans gear directly from the virtual store.

From designing their dream Vans shoe, building the ultimate virtual deck and customising their avatars in virtual Vans gear, Vans World visitors have a wide range of experiences available to them through this immersive experience.

Vans Vice President of Global Integrated Marketing Nick Street commented the following:

“Individual expression is deeply embedded in skate culture, and Vans has been supporting and enabling this exact type of creativity for more than 50 years. With the Vans World experience on Roblox, we are empowering creative expression in the digital world, bridging the gap between virtual and real-world fashion and sports in an accessible, inclusive way."

Whilst the brands we’ve provided here are at the top of the game in e-commerce fashion, we believe the metaverse should be embraced by fashion brands at all levels. The sooner you can get on board, the larger the gains you have to make, and we hope this serves as some inspiration for what’s currently possible with metaverse technologies.

The metaverse should be seen as a new opportunity to connect with consumers and continue building the same communities and relationships as already happens in the physical world. As the technology advances and becomes more commonplace, it will also become cheaper and more readily accessible to brands with more modest budgets than Nike or Gucci. 

We recommend already planning ideas for what could be possible on the metaverse, putting yourself in the best possible position to hit the ground running. Having specialised in e-commerce fashion for years, we can see that the metaverse is the next big step for the industry.

We’re already preparing our team and our work for metaverse possibilities, so if you’d like to discuss more about what could be possible for your brand please get in touch for a free consultation.