Why metaverso has become 'promised land' for fashion: from the virtual bag of Gucci to the Zara collection or the 'looks' of Balenciaga for 'Fortnite'

Metaverso has come to become the next great technological revolution, which also intends to transform the world economy.Large technology companies such as Google, Nvidia or Microsoft have already shown in public their bets for metovers, although most of the spotlights are directed to Facebook, which has even decided to change the company's name.

In this new unprecedented digital era fashion giants do not want, nor can they be oblivious to the revolution.

It is enough with a simple brushstroke to understand that metaverso hides a huge business potential.The Tokens firm.com has recently acquired 116 virtual land lots in the Fashion Street Estate district, in Decentraland (one of the most popular metavers right now), for about 2 million euros.

The task of the action was not trivial: organizing virtual fashion parades and events, as explained by the specialized media Blockchain Observatory.Sam Hamilton, head of Decentraland Foundation content, highlighted after the operation that the digital fashion industry would be close business within metoverso.

A prediction that also shares the digital fashion and retail consultant, Coro Saldaña, who calls the new digital paradigm as "the promised land of fashion"."Metaverso is the opportunity of the sector.It provides a parallel, aspirational and self -expression reality that, many times, the user is not able to develop or transfer to their real and physical life, "he maintains.

In order to materialize these aspirations, the great fashion brands have already begun to enter metovers..

This is the case of luxury houses such as Gucci or Balenciaga, whose incursions are not even a specific issue.One step further has gone the Italian Fashion Group OTB, owner of the Diesel brand, which has announced the creation of BVX, a company specialized in this new dimension.

Fashion colossi do not want to be left behind

The concept of metoverso is not new: it appears for the first time in 1992 in a novel by Neal Stephenson called Snow Crash, as Business Insider Spain has already published already.

However, it seems that the omnipresent.

Such is the attractiveness and the sea of opportunities that the concept that nobody wants to be behind.Not even fashion giants who have a more than settled business.

This is the case of Nike.The American company based in Oregon has launched Nikeland: a metaverso available through the Roblox video game platform.There, users can dress their avatars with the most iconic garments of the brand.

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Adidas, on the other hand, announced through a tweet his alliance with Coinbase, one of the best known cryptocurrency exchange platforms on the planet.In addition, the agreement brought with it the construction of its own metavers: Adivrserse.

On the Spanish plane Zara, for now, has starred in a more discreet incursion after allying with the South Korean firm ader error.Under this collaboration, the virtual replicas of the garments can also be bought on the Zepeto platform, an app that allows you to create your own clone and that does not stop gaining adherents between generation Z.

Already in August, Ralph Lauren made a hole on the same platform.The American firm entered the digital economy with a 50 -piece digital clothing collection available in Zepeto, according to The Specialized Media The Business of Fashion.

From a Gucci digital bag that costs twice as much as the original to the 'looks' of Balenciaga for 'Fortnite'

A recent study by the American consultant Morgan Stanley showed that in 2030 the metaverso will accumulate 10% of the sales of the luxury sector.Specifically, I talked about about 56.000 million dollars, approximately 50.000 million euros.

"These luxury firms can test their products in a virtual world before manufacturing and leading them to a real environment, which in addition to economic nuance has very interesting implications for sustainability," says Saldaña.

Balenciaga, recalls the expert, began selling 4 virtual looks in the metoverso of the Fortnite game.Did it for 1.000 V Bucks - The Virtual Curren.

Although it may seem science fiction, the consultant argues that "there are a lot of users willing to pay real money for a change of look for their avatar in an online game".

Silicon Valley's metavers will absorb reality in the virtual world and condemn ostracism to those who are not connected

But with Balenciaga it does not end everything: Gucci has sold one of its bags for twice what it costs in reality.He did it in Roblox, a metajuegos platform that serves as the basis for users to make their own video games.

In this way, the Dionysus shoulder bag, with a price of 2.450 dollars - around 2.200 euros–, was sold in digital version by 4.000 dollars, more than 3.500 euros.

Saldaña tampoco pasa por alto otro caso igual de singular: la firma Dolce & Gabbana logró el pasado 30 septiembre vender su primera colección en NFT.

Thus, and through an auction, 5 physical designs and 4 digital creations of the firm were sold for 5.65 million dollars - not more than 5 million euros to the change -.

Fashion aspires to be the great beneficiary of the Metaverso economy

"The Big Player must evolve and be up to the new trends," says Saldaña Coro.But this challenge also means loyalty and speaking in the same codes as younger generations.

In fact, only Zepeto, the platform that has captured the interest of Inditex and Ralph Lauren, has more than 200 million users, and 80% of them are teenagers.

Although the potential offered by the metavers has not yet been exploited, the expert maintains that the growing demand and interest that raises between the brands is still the best indicative of what is to come.

"This has only started, the passionate of brave innovation are lucky.We are living a very interesting moment of disruption, "he reflects.

"The metavers are a niche of new opportunities for both users, and for companies and, without a doubt, the fashion sector is and will be the great beneficiary this new economy that has just landed," he says.