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Why Is The UAE’s Luxury Market Rapidly Transitioning To The Metaverse?


Are you curious about the metaverse’s impact on the retail industry? The fashion sector, for example, has already begun to embrace the metaverse. Several fashion designers have recently invested in virtual marketing and exhibitions based on the metaverse, as it has grown in popularity and established a new realm that combines physical and virtual life.

Several fashion companies have made investments in the metaverse through games, which is a $40 billion market this year. Several other fashion companies are looking to NFTs and intangible apparel as a new way to provide different customer experiences. This has triggered a chain reaction in which large technology businesses have begun to invest in the development of such NFTs as well.

While Metaverse Development Company in Dubai, online gaming developers, and social media platforms may be industry leaders, luxury brands begin on equal footing. Having said that, it is predicted that luxury enterprises would make more than $50 billion in incremental income through the metaverse in just 15 years.


What are luxury market hybrid stores?

To remain relevant in the digital age, fashion businesses have strived to innovate. The hybrid store – online and physical – is a huge push in this direction. In this environment, the rise of the metaverse is both a tremendous issue and a huge potential for luxury businesses. Because the Web3 environment may well be the future, social gaming and NFTs may give powerful potential for fashion to generate digital assets for the end-user. The metaverse could be the next step in how you interact with others, use the internet, work, play, and even dress.


What advantages does the Metaverse provide to fashion brands?

Because of the metaverse, a new market has emerged, and the fashion industry is promoting products through this channel. With digital interactions and virtual clothing tests in the metaverse, it might be the future of the luxury market in the UAE. In the same way that avatars are the focal point of video games, the metaverse places a larger emphasis on digital self-expression. This tendency has also influenced the fashion industry. Avatars and gamification are being used by some fashion firms to improve client experiences.

It’s no surprise that Dubai’s metaverse strategy for the fashion sector embraces developing technologies, particularly non-fungible tokens, and experiments with new mediums as the metaverse takes shape.

Here are a few reasons why the luxury market may gain from entering the metaverse:

  • Huge profit margins

Simply said, shifting to a digital platform saves designers and fashion firms a significant amount of money on fashion shows and product promotions. They no longer have to be concerned with actual event sites or the expenditures associated with them.This, in turn, can significantly cut costs and allow them to focus more efficiently on their creative endeavors.

Adopting a virtual method for retail has similar advantages – with virtual hoardings and product displays, spending on branding, marketing, and product promotions is essentially eliminated.

  • Profits generated by the secondary market

Another good reason to play with the metaverse and create NFTs. These coins are built on smart contracts, which manage the underlying digital asset’s terms and conditions. This means that a brand can include a royalties-related code in order to receive a part of the transaction every time a virtual clothing is sold. The same cannot be said of today’s secondary market, as resold items often do not bring the original designer or fashion brand any further money. Other digital fashion businesses, in addition to the fabricant, take royalties on reselling clothing.

  • There is no inventory or overstock.

Fashion brands frequently experience overproduction, over-inventory, and end-of-season stock. By remaining in the digital environment, a virtual fashion collection solves many of these concerns. Buyers do not receive a physical replica of the garment unless they desire to make a real version of the garment in the real world.

  • Innovation and creativity

In many respects, fashion is about everything other than clothes and accessories. The pillars of the industry are creative processes, freedom of expression, personal happiness, and the message our choices send. Designers are still unable to develop designs that defy gravity, fabric restrictions, or material longevity, which limits their creative alternatives. That is no longer the case. 

Creating clothes for the metaverse revitalizes the business by liberating artists from all restraints. In an impractical, if not impossible, way, liquid gold, water, and fire are already being used to manufacture clothing. With such a one-of-a-kind canvas, the door is wide open for unique and unusual creations. Another method fashion brands are utilizing the metaverse is by resurrecting old designs and re-creating metaverse-only editions.

  • High degree of customization

As part of the customer experience afforded by metaverse technology, we can get fashion that is suited to us as individuals rather than the masses. Because “custom” clothes may be manufactured in the metaverse, avatars can be modified down to the smallest detail. Personalized clothing is growing in popularity in a market that is becoming more customer-centric. Each digital item is also assigned a unique serial number by the metaverse, cementing its standing as a truly unique fashion piece.

  • Engagement

As brands adopt virtual spaces and cutting-edge technology, more and more dynamic forms of consumer contact have emerged. Because digital fashion items are constantly updated, purchasing a garment in the metaverse will be stagnant and boring. As a result, fashion firms must keep current in order to meet the expectations of their customers.

  • Accessibility

Fashion is without a doubt one of the most challenging sectors to break into. In the metaverse, this does not have to be the case. Decentralization is a fundamental tenet of virtual worlds and the impending web3. The function of intermediaries will be abolished, decreasing the barrier to entry dramatically. Fashion brands, both new and established, will be able to freely distribute their work across numerous virtual worlds via metaverse boutique storefronts.


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The Metaverse is redefining premium experiences

The metaverse is an immersive digital space where people’s personal experiences and interactions induce them to forget they are in a simulated environment. It’s the internet on steroids, with more realistic options for improving user experience than prior digital and internet incarnations. It combines social networking, virtual and augmented reality, gamification, and digital products such as NFTs.

Think about purchasing anything in today’s high-end e-commerce climate. The majority of online purchasing experiences are the same. They work on the same principles as a traditional retailer. It is also very common for brands to provide relatively identical experiences from the time you enter the store until you check out. Luxury, on the other hand, should never be a one-dimensional experience. Technology and digital encounters are becoming more prevalent in our daily lives. As a result, it is vital to consider a completely integrated user experience to the metaverse.


What role should luxury companies play in the metaverse?

Several of the world’s most recognized fashion labels, from Louis Vuitton to Hermes, turned their focus from the well-dressed front row to the internet world at the height of the pandemic. The potential financial and commercial benefits of incorporating the Metaverse into the fashion industry have also piqued the interest of brands. While tech behemoths, online gaming companies, and social media platforms may be regarded as frontrunners in the area, luxury brands have established the framework for fair competition.

  1. A better understanding of the customer’s needs

The metaverse might make it easier for luxury brands to undertake trend checks, analyze production numbers, and decide whether to create certain products based on virtual demand. This is important because it enables brands to get client input and plan for the future. The metaverse can also be used by brands to discuss cutting-edge ideas with interested users, corporations, and virtual prototypes. Before being rejected in the real world, these notions can be tried on virtual platforms.

  1. Relationships with customers based on long-term trust

People are likely to spend a considerable portion of their social life on digital platforms, given the digital world’s expanding importance. Brands may leverage this interested audience online by using compelling content/products and capitalizing on this to generate brand loyalty. Younger customers, for example, can purchase their “dream” luxury things in virtual worlds without spending a lot of money, which is a terrific way for firms to create long-term loyalty.

  1. Designers and artists can go further into creativity.

The metaverse enables enterprises to experiment and widen their horizons in previously unattainable ways. Luxury businesses can now retell their stories and create virtual experiences while profiting on their real-world history. Brands may develop a greater online presence with the younger generation by encouraging users to purchase digital ensembles inspired by their products. The best example is Louis Vuitton, which launched Louis the Game to allow fans to explore the brand’s history with fresh eyes while maintaining the brand’s integrity and originality.

  1. Maintain the meta

Some luxury brands will likely grow in the metaverse in the coming years. Digital showrooms and visual product purchasing will put the metaverse light-years ahead of where we are now. More options that integrate offline and online purchasing will become available as technology improves. Digital purchasing has yet to totally replace physical shopping. It will take some time for consumers to give up the sensation of shopping and the desire to touch and feel high-priced luxury goods before purchasing them. Instead, brands will use it to enhance their traditional storefronts and reach a larger audience.

  1. Luxury brand metaverse proposals

The value of the Metaverse will be around 10% of the value of luxury firms. Given the present infrastructure’s influence from the digital revolution, luxury companies must be at the forefront of this shift. As an IT consulting firm in Dubai, we think that the virtual world can be used to enrich the physical world by providing experiences across different contact points and platforms. 

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Regardless of how appealing it may look to be to seize all of the potential that the metaverse appears to provide, luxury businesses should not disregard the physical world for the sake of hype. To realize the full benefits of this new environment, however, digital and physical must cohabit in perfect harmony.


Top ten fashion metaverse brands to inspire you

  1. Gucci

This luxury Italian company has launched a number of initiatives that have driven it to new heights in the fashion world. Its first NFT-related effort was inspired by the Aria collection. Gucci recently teamed with the metaverse to launch the Gucci Garden space.

  1. Louis Vuitton

Last year, this fashion business shot to notoriety after creating a mobile game in conjunction with digital artists Beeple to mark founder Louis Vuitton’s 200th birthday. ‘Louis the Game,’ a smartphone game, giving fans a glimpse into the famous brand.

  1. Balenciaga 

The journey of Balenciaga from Paris Fashion Week to the metaverse is astonishing. In 2023, this luxury label was the first to launch an NFT capsule collection in the videogame Fortnite, a very popular virtual environment where players can create their own games. It is worth noting that consumers can purchase virtual Balenciaga products by visiting the Balenciaga store.

  1. Nike

Nike is another active fashion brand in the metaverse. Having launched a number of digital-only initiatives utilizing blockchain and web3 technology. It first appeared on Roblox with the launch of Nikeland. This metaverse location is modeled after the physical headquarters of the corporation.

  1. Burberry

Burberry is the metaverse’s oldest luxury fashion company. It was one of the first brands in China to use NFTs. The company has continued to broaden the user experience into the Metaverse by creating a virtual bag collection in Roblox.

  1. Adidas

Adidas designed a digital collection that garnered worldwide notice. This collection was made in collaboration with the Bored Ape Yacht Club, the creators of Pixel Vault’s PUNKS comics, and crypto investor Money. Buyers can purchase both the NFTs and the real clothes that go with them.

  1. Forever21

The Forever21 brand has built a name for itself not only in the fashion industry, but also in the metaverse market. The brand’s storefront was dynamic, featuring Forever 21 avatars and a variety of 21 fashion NFTs inspired by physical store pieces. It has also launched “Forever 21 Shop City,” a platform where consumers, fashion influencers, and creatives may design, own, and manage their own stores.

  1. Givenchy

Givenchy is a well-known French luxury company that specializes in clothing, cosmetics, and fragrances. Givenchy has now launched a beauty salon in Roblox. Furthermore, the brand has debuted its NFT line on the polygon blockchain.

  1. Dolce and Gabbana

Dolce & Gabbana offers a variety of products, including handbags, accessories, and cosmetics. The apparel retailer has been in business for decades and continues to expand. The brand’s first NFT collection, Collezione Genesi, was released in September 2021. It was a collection of NFTs developed in collaboration with the digital marketplace. To accomplish the project, the polygon blockchain was employed. The organization was sold for more than $5 million USD. It was one of the first NFT collections released by a luxury fashion label, opening the door for others to follow.

  1. Hermes 

The legendary fashion house Hermes has hinted at substantial web3 plans after filing a trademark to protect its brand in virtual worlds, which includes virtual clothes and non-fungible tokens. Hermes appears to be planning the launch of a virtual marketplace and web3 financial services, including a virtual currency tied to digital treasures and non-fungible things. The trademark application also mentions fashion shows and trade events in both AR and VR settings. The decision follows a high-profile legal dispute with Mason Rothschild, the developer of the Metabirkin NFT, whom Hermes accused of infringement of its renowned BIRKIN trademark.


Also Read: Which Metaverse Technologies Are Used To Create A Metaverse?


Winding Up

The fashion business is leveraging digital transformation, which is crucial to the luxury market, to explore into the metaverse. Brands might build partnerships in this arena to create something new and collaborate on a common platform for a new endeavor. Brands might trade open metaverse blueprints to start conversations and offer resources and services. It will also contribute to the creation of early standards and digital frameworks.

Despite the fact that virtual reality is available and having an impact, many features of the metaverse remain still a decade away. Collaboration across companies, countries, academia, civic society, and regulators will be required. The already-established distinctions between the real and virtual worlds will be blurred. Many individuals already live and work in many parts of the world, have meetings with colleagues from other nations, and shop in other areas of the world without leaving their homes.

The luxury market is worth billions of dollars and will continue to expand in the future. Despite the luxury industry’s phenomenal development, traditional luxury enterprises are already losing money due to their reliance on high-volume sales. For these high-end firms, the Metaverse has the ability to transform that. As a result, for luxury brands looking to use their marketing and client acquisition efforts, the Metaverse represents a potentially multibillion-dollar opportunity. 

The metaverse combines culture, art, fashion, entertainment, and technology. It’s still in its early stages, but brands can curate some spectacular chances. Don’t be scared to experiment and be creative. 

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