The metaverse is advancing by leaps and bounds , and brands continue to push hard for more presence in this new virtual world. And to this new universe of virtual catwalks that reflect the engagement with a brand and the taste of consumers , Pull&Bear joins the metaverse with a new collection of garments and even its own games.
Pull&Bear brings the new collection of virtual garments to the metaverse
Now Pull&Bear, the young fashion brand of the Inditex group , has decided to bet on digital innovation and will make its grand entrance into the metaverse on March 18 , with a virtual clothing collection with which users can dress their avatar with the brand collection, mainly aimed at generation Z.
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According to the firm, this set of clothing will be compatible with “hundreds of apps and games” on the Ready Player Me platform, including VR Chat, Somnium Space, Spatial, LIV and Meeting VR.
This is Ready Player Me, the multigame avatar platform for the metaverse
Although we usually associate the metaverse with Meta , the parent company of Facebook, there are many other platforms dedicated to the new virtual universe, and one of them is Ready Player Me .
This is a Wolf3D project , a platform specialized in generating 3D avatars for companies like Huawei, Tencent, Vodafone and HTC. And while these and other companies use Wolf3D to create projects that work specifically on their devices or apps, Ready Player Me is generally available to all users, running on a variety of websites and apps.
In Ready Player Me you will be able to create an avatar to use in your journey through the metaverse and other virtual reality platforms, and the best thing is that you can have your avatar for free, however you will have to create a personal account to start using it.
Its system is personalized, that is, you must upload a photograph of your face so that the platform can scan your features and manage to create a 3D avatar similar to you, and once created you will be able to make it up, do your hair, and of course, add clothes and accessories . Starting in March, you can also use the new Pull&Bear collection in your avatar to use your avatar on the different compatible platforms.
A new gaming experience with Pull&Bear
In addition to its new collection of virtual garments, Pull&Bear will also present its own online reality within the metaverse in March. The firm allied itself with the La Frontera VR team, developing a universe “whose aesthetics and entertainment features connect with the brand’s youngest audience” .
The Pull&Bear gaming experience will also be available in Ready Player Me, a new game with which, according to the firm, users will be able to compete and interact with the brand. For now they do not offer us more information, but we know that it will be available in its first phase in a selection of flagship stores to later extend its reach to all users of the metaverse.
Carrefour takes a new step towards the metaverse with The SandBox
The metaverse is a concept that companies – tech or not – are including more and more in their digital marketing and sales strategies. We have already talked about several cases, such as those of Nike , Laagam or even the Prado Museum . On this occasion, the one who decided to take another step towards the metaverse was the French retail giant Carrefour, who has announced its presence in The SandBox, a video game with Minecraft-style metaverse tints.
It is not the first time that the company has ventured into the metaverse. In the middle of last year, we told you about The Healthy Map project , which Carrefour launched as part of a gamification campaign in collaboration with Fortnite, which included a video game that tried to make the youngest aware of the importance of eating fruit. and vegetables. Within it, the design of a futuristic branch of the supermarket and the possibility of interacting with different elements of the universe were included.
Now, Carrefour has announced the purchase of a plot “equivalent to 30 supermarkets” to offer “differential experiences” to its followers within The Sandbox , which since 2018 has been testing a video game model developed in a 3D environment in which users they can freely interact and trade cryptocurrencies.
This action responds to the fact that, as announced by the company’s CEO, Alexandre Bompard, ” Innovation is at the heart of our model and the plot in a video game will allow Carrefour to move towards the future “.
Through social networks, Bompard also clarified that the strategy was in charge of digital transformation, Élodie Perthuisot.
On vient de récupérer les clés, c’est officiel : Carrefour est l’heureux propriétaire d’un beau terrain dans le #metaverse !
📍(33,147) @TheSandboxGame. pic.twitter.com/wffvvodt6F
— Elodie Perthuisot (@ElodiePerthuiso) January 31, 2022
Virtual money and tailored experiences
Unlike Fortnite’s “The Healthy Map”, Carrefour’s presence in The Sandbox will be an open experiment in which cryptocurrencies and non-fungible tokens (NFT) can be used as forms of payment in a foreseeable store that has not yet opened its doors. doors.
The plot , located at coordinates 33,147 of the game, may be partially privatized by brands or individuals to create “tailor-made” experiences for consumers.
There’s also the possibility of Carrefour setting up a virtual supermarket for customers, or otherwise implementing experiences similar to the “healthy map” in Fortnite. It should be noted that in addition to the collaboration with the popular multiplatform battle royale, in November of last year the company joined forces with Meta to carry out a digital transformation strategy, which includes the use of Workplace for more than 300,000 employees.
Big brands set their sights on the metaverse
Carrefour is not the only strong company in the retail sector that is flirting with this digital ecosystem. Firms of weight in the fashion sector such as H&M, Zara or Nike have also allied themselves with technology companies to carry out their projects with which they seek to bring their designs to the metaverse.
According to projections made by industry experts, it is expected that 70% of the most important brands on the planet will be fully integrated into the metaverse within five years.
