How the metaverse is changing fashion marketing

The brand ambassadors demonstrate confidence in the product and improve its credibility. UGC also includes videos – walk along the shore in your Calvin Kleins on your Caribbean holiday and both you and the brand receive a boost. And as smartphones become more sophisticated so do the images they produce, giving a professional image.

Social media can also invite users to comment, give feedback and take part in polls. This valuable form of market research is cheaper than the old-fashioned method of setting up focus groups as it gives instant results. UGC campaigns inviting viewers to integrate with the brand can be successful. For example, ‘post a photo of yourself wearing your new Nikes and we’ll enter you into a competition.’

The metaverse is marrying technology and fashion, blending them into a digital world. Designers and stores essentially produce garments in digital form, rather than as physical products. With the increase in the desire for sustainability, particularly in the fashion world (e.g. recycled and second-hand clothing), this is a major step towards appealing to environmentally aware consumers.

There is also a cost-saving since all you need is a computer and an eye for expressive fashion creation. There’s no need to produce sample garments in all shapes and sizes. The click of the mouse can change a jade green top to a sunburst yellow dress.

In terms of marketplaces, the metaverse is an ideal platform to trial fashion garment ideas and scrap them if they’re not successful – at a minimal cost. Digital fashion is also a way to perform customer research. Your target market is out there, you just need to interact with them. If marketplaces make this possible for retailers, it’s another way to encourage sign-ups.