The marketing value of digital fashion and NFTs may now be clear, but fashion brands will need to separate hype from the concrete opportunities to generate sustainable revenue streams from the metaverse.
Far from replacing the personal, face-to-face service at the heart of the luxury shopping experience, new technologies and digital channels are giving brands engaging and creative ways to enhance their customer relationships.
WeChat’s role connecting brands with Chinese shoppers is evolving fast as it introduces features like e-commerce aggregation and integrated clienteling platforms.
With annual sales of $7 billion, an aggressive digital strategy and a slew of recent acquisitions, Magazine Luiza is determined to conquer the fashion category.
The NFT opportunity is different in China where tech giants are building a separate blockchain infrastructure driven by a government ban on cryptocurrency.