Forget the jewels in real life: what about the NFT of Rolex, Hermes and Gucci?

Lastcotes Last CotizationsnasDaq13,770.57+3.13%IBOVESPA11,931.10+0.02%S&P/BMV IPC50,661.86+0.39%BTC/USD37,339.12-1.10%

Bloomberg - It's time to get ready for the party.You put the Balenciaga cap, your rolex Daytona's crooks and you put your Louis Vuitton bag.

But these are not high -end accessories of real life.They are virtual, used by your digital self that is about to be teleported to metaverso.

Welcome to the New World of Luxury, where avatars use Burberry and carry gucci bags that are not leather bags, but non -fungible tokens.

Larger designer groups are looking for a way to address the virtual and augmented reality of metovers.The New Kingdom promises to help them capture lucrative sales and earn young fans.It could also be a protection against the efforts of "common prosperity" of China, since it could be more difficult for the government to take more energetic measures against conspicuous consumption in another world.

Until now, luxury houses have ventured mainly on the big game platforms.Perhaps the best known is the collaboration of Balenciaga with Fortnite, which sells virtual clothing and accessories for avatars that cost less than US $ 10, as well as a real collection of t -shirts, caps and sweatshirts that cost much more.The brand owned by Keing SA is so interested in virtual fashion that a business unit dedicated to exploring opportunities in metovers is creating.

Is far from being the only.LVMH MOET HENNESSY LOUIS VUITTON SE, BURBERRY GROUP PLC, Moncler Spa, Ralph Lauren Corp.and Keing Gucci have participated with collaborations in games.Although it is not a luxury brand, Zara de Inditex SA is making its first foray into metoverso through the Zepeto platform.

According to Morgan Stanley, luxury groups could generate sales for about 10.000 million euros (US $ 11.300 million) from the games by 2030, although this could reach 25.000 million euros (US $ 28.300 million) on its most optimistic scenario.

In addition to direct sales, either from skins or physical products linked to a game, getting involved in metoverso can help luxury giants to reach new and younger customers. Eso es crucial, porque las generaciones Y y Z representarán más del 70% del mercado mundial de lujo para 2025, según Bain & Co.

But the most lucrative luxury movement of metoverso is the creation of NFTS (for its acronym in English, Token not fungible).They could generate sales of 11 billion euros (US $ 12.445 million) by 2030, says Morgan Stanley, although this could reach about 22 billion euros (US $ 24.890 million).The most attractive of NFT is that profit margins can be extremely high;After all, it costs much less manufacturing a real clock or bag than a real.

Hasta ahora, el lujo solo ha probado en las aguas de los NFT, con Dolce & Gabbana, Burberry y Gucci entre los que exploran posibilidades.Several LVMH brands, including Louis Vuitton, Givenchy, Bulgari and Rimowa, are also experiencing, although their efforts have focused more on trying the concept than generating sales and profits.Adidas AG on Thursday a collection of NFTS, while a few days before Nike Inc.Buy RTFKT, a NFT fashion pioneer with virtual shoes.

After 33 Years in Polit. @StaffsPoliceCC will r… https://t.CO/CQP7PPAVBK

— Staffordshire Police Thu Mar 11 12:40:05 +0000 2021

The optimal point will arrive when NFTS can easily move between different virtual platforms, according to Morgan Stanley.This will make them more useful and, therefore, more valuable.

This may not be too far.The artsy website jewels are available to rent in the so -called Mall of the Metaverse in Altspacevr, an application owned by Microsoft Inc.In Altspace, these objects are known as mixed reality extensions, because they are designed to function in different virtual worlds.

With parallel efforts in the NFT market, these developments could allow people's avatars to wear their digital clothes and accessories in multiple cybernetic environments.Who needs to buy a real Birkin bag when you can wear a drill in a virtual concert with your Avatar friends?

Of course, the leap to metaverso carries risks to the luxury industry.The most urgent is how to break into it without losing exclusivity or devalued brands.An option is to issue NFTS linked to the purchase of luxury physical goods.You can buy your Patek Philippe clock, certify your authenticity in the blockchain and also obtain the rights to boast in virtual reality.But there is also a danger that NFTS unauthorized and other unofficial brands of brands obstruct the space.

The pressure on cryptocurrencies that are used to pay NFT is another potential danger, just like an effort of the Chinese government to take energetic measures against the time that children spend the screen, which could affect the efforts of the games of the gamesAnd the metavers in general.

Some of the virtual reality worlds outside the big game platforms, such as Vrchat, are more experimental.Luxury groups will have to be very careful as their presence expands to these exterior borders.

But right now, the new universe seems promising. Con la preocupación de que el enfoque de China sobre la riqueza masiva alejará a los consumidores de las ostentosas demostraciones de riqueza IRL (por sus siglas en inglés, en la vida real), los dominios digitales ofrecen otra opción para la extravagancia.With everything to choose from, from Padded Moncler jackets to ski suits from Ralph Lauren inspired by the 1990s, metavers are quickly becoming the place to live a more spectacular life.

With the assistance of Parmy Olson.

This note does not necessarily reflect the opinion of the Editorial or Bloomberg LP and its owners.

This article was translated by Miriam Salazar