The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The luxury brand launched its first saleable NFTs, a new collection of phygital or “physical-digital” Via Treasure Trunks. The trunks cost €39,000 ($41,700) and will act as a digital key granting owners access to future products and experiences in the world of Louis Vuitton.
These exclusive products and events will become available throughout the year.
The Treasure Trunks pivots from Louis Vuitton’s previous set of NFTs offered in Louis the Game, a free-to-play experience that educates users on the luxury brand’s history.
The launch is a part of the luxury brand’s new project, Via, the Latin word for road, and focuses on connecting consumers with exclusive products and experiences.
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Bernard Arnault’s Take On the Metaverse
The LVMH chairman said, ‘It’s not our objective to sell virtual sneakers for 10 euros,’ contrasting with rival Gucci’s bullish approach.
Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholder’s documentation guaranteeing BoF’s complete editorial independence.
The app, owned by TikTok parent company ByteDance, has been promising to help emerging US labels get started selling in China at the same time that TikTok stares down a ban by the US for its ties to China.
Zero10 offers digital solutions through AR mirrors, leveraged in-store and in window displays, to brands like Tommy Hilfiger and Coach. Co-founder and CEO George Yashin discusses the latest advancements in AR and how fashion companies can leverage the technology to boost consumer experiences via retail touchpoints and brand experiences.
Four years ago, when the Trump administration threatened to ban TikTok in the US, its Chinese parent company ByteDance Ltd. worked out a preliminary deal to sell the short video app’s business. Not this time.
Brands are using them for design tasks, in their marketing, on their e-commerce sites and in augmented-reality experiences such as virtual try-on, with more applications still emerging.