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.
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Gaming is often synonymous with entertainment. But Herman Narula, co-founder and chief executive of Improbable, a London-based gaming company, says that’s a misconception — games dominate all kinds of culture. Footballers perform dances that happened first on Fortnite, and gamer verbiage like “level up” is now used in human resources initiatives.
Now, Narula says, the multiplayer games people play have become part of their social lives. Gaming is no longer just entertainment, but a space for experiences and learning lessons. Further, with the growth of gaming, Narula predicts we will see the rise of the multiversal self: people will no longer have just one identity, but many distinct selves within the various game worlds they occupy.
On the latest edition of the BoF podcast, BoF’s Imran Amed chats with Narula about how the notion multi-versal self is driving the rise of virtual fashion, and how brands can position themselves to thrive in the space.
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The Opportunity in Digital Fashion and Avatars Report — BoF Insights
BoF Insights’ guide to digital assets in fashion, which examines the rise of the metaverse and underlying technological, social and consumer shifts, plus includes a playbook for how to seize the opportunity. To explore the full report click here.
The Opportunity in Digital Fashion and Avatars is the in-depth report published by BoF Insights, a new data and analysis think tank from The Business of Fashion arming business leaders with proprietary and data-driven research to navigate the fast-changing global fashion industry.
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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.
Brands including LVMH’s Fred, TAG Heuer and Prada, whose lab-grown diamond supplier Snow speaks for the first time, have all unveiled products with man-made stones as they look to technology for new creative possibilities.