Entrepreneurs on Divã: Who are you in the Metaverse queue? – Fashion

(Photo: Alexandre Furcolin/Vogue Collection)

I’m very happy to be in TikTok. a lot of. After the reluctance and questioning dance, I understood it was inevitable. I work with product and image, and I am left behind if I can’t keep up with the world. It took me a while, it’s true, but I understand that space opens up many other possibilities. I thought of an approach that made sense to me, and I happily dived in. I didn’t dive: I was actually on tiptoe. Two posts, but this is the beginning of one that makes me happy to learn about the universe and competition.

But…then I started getting bombarded with news involving fashion and the virtual world. I don’t know how you are, but I’m exhausted: I feel like I’m always in debt, even though I’m catching up.

Not today, the digital revolution has arrived (not only) in fashion. But, accelerated by the pandemic, the possibilities have reached another level. Metaverse is the term used to denote a virtual world, collective and virtual space, augmented reality, and virtual reality that attempt to replicate reality in total. That’s it for summaries, okay? Trend sites say that this reality is the inevitable path for brands. In a Forrester Research survey (2022 Forecast Guide), 80% of consumers said they believe the world is completely digital, with no boundaries. Okay, you might be thinking, “the internet has been around for a while”. It turns out that for retailers like me, augmented reality now offers the possibility of new experiences. You know the good and not so old e-commerce shopping cart? So now he can be an interactive, personalized salesperson. Not only that, it already works for some brands. An example of change: Magazine Luiza web avatar Lu was selected as the virtual influencer of 2022 and is the most followed virtual influencer in the world, with around 55 million followers. Major brands have migrated their programming to virtual reality. And more: Gucci, Prada, Nike, and others are investing in launching product lines of NFTs, so-called non-fungible tokens. NFTs, cryptocurrencies, everything is very, very new.

Technology has introduced new ways of thinking about customer experience. Of course it’s great. But how do you do it? To get there, you need a lot of investment and change. Rebranding is essential, but always? I do not care. I still believe that my greatest connection to my audience is in authentic communication, offering good products on brands, whether in person or online, and complementing my authentic persona, which is full of vulnerability. Honestly, I think it works for my audience. But what about the new generation? Will she be attracted to it? Won’t my daughter be a 100% Metaverse customer? perhaps. or not. Just like we went to find handmade, I hope the real experience, the experience of the eyes and the touch, never ends.

Here I am still half digital, half analog, half store, half internet, trying to control my anxiety while surviving as a business in this never-ending world. I’m open to new things, but I have time – or I try to do it. I don’t want to put my feet on my hands, I don’t want to be left behind, but most importantly, I don’t want to go crazy. It is we who write the future. Metaverse, calm down, I’ll be there in an hour.


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