Kuyesera kwaposachedwa kumapereka chidziwitso cha zomwe tingayembekezere kuchokera kumalo opangira mafashoni m'chaka chamtsogolo ndi kutchuka kwa malo a digito, mafashoni a digito ndi NFTs zomwe zimagwirizanitsa ndi kupereka mphotho kwa ogula omwe amayamikira kutengera makonda, kupanga mgwirizano ndi kudzipereka.Izi ndi zomwe zili pamwamba pomwe tikulowera mu 2022.
Kukopa kwa digito, ma PFP ndi ma avatar
Chaka chino, opanga digito-oyamba apanga mbadwo watsopano wa oyambitsa, mitundu idzakulitsa maubwenzi a metaverse omwe amagogomezera kupangana ndi mapangidwe a digito-woyamba adzakhudza katundu wakuthupi.
Mitundu ina yafika koyambirira.Tommy Hilfiger adajambula opanga asanu ndi atatu a Roblox kuti apange zinthu 30 zamafashoni za digito kutengera mtundu wawo.Forever 21, akugwira ntchito ndi metaverse chilengedwe bungwe la Virtual Brand Group, adatsegula "Shop City" momwe otsogolera a Roblox amapanga ndikuwongolera masitolo awo, kupikisana wina ndi mnzake.Zogulitsa zatsopano zikafika padziko lapansi, zidutswa zomwezo zitha kupezeka pafupifupi.
Forever 21 adagwiritsa ntchito Roblox kuti apikisane pakugulitsa zinthu papulatifomu, pomwe The Sandbox ikulimbikitsa magulu opanga atsopano monga opanga NFT komanso omanga nyumba pomwe ikukula kukhala mafashoni, makonsati enieni ndi malo osungiramo zinthu zakale.SANDBOX, VIRTUAL BRAND GROUP, KWAMUYAYA21
Zithunzi za mbiri, kapena ma PFP, adzakhala mabaji, ndipo mitundu idzawaveka kapena kupanga zawozawo, zokomera anthu kukhulupirika komwe kulipo monga momwe Adidas adatengera Bored Ape Yacht Club.Ma avatar monga osonkhezera, onse oyendetsedwa ndi anthu komanso owoneka bwino, adzakhala otchuka kwambiri.Kale, kuyimba kwa metaverse kwa Warner Music Group kudayitanira anthu omwe adagula ma avatar kuchokera ku bungwe la Guardian of Fashion kuti awonetse luso lawo lazama media kuti awaganizire pazantchito zamtsogolo.
Kuphatikizika ndi kusiyanasiyana kudzakhala kopambana.Tamara Hoogeweegen, katswiri pa Future Laboratory, akulangizanso kuti: "Kuchita zinthu moganizirana komanso mophatikizana kudzakhala kofunika kwambiri kwa aliyense amene akutenga nawo mbali padziko lapansili kuti awonetsetse kuti ali ndi zolinga zenizeni," akulangiza motero Tamara Hoogeweegen, katswiri waukatswiri ku Future Laboratory, yemwe akutinso malo omwe ali ndi dzina adzakhala osinthika ndi ogwiritsa ntchito. -zopangidwa, monga tawonera ndi Forever 21, Tommy Hilfiger ndi dziko la Roblox la Ralph Lauren, lomwe lidakhudzidwa ndi machitidwe a ogwiritsa ntchito.
Kupanga mapu osagulitsa nyumba
Msika wa metaverse real estate ndi wotentha.Ma brand ndi ma broker adzamanga, kugula ndi kubwereka malo adijito pazochitika ndi masitolo, komwe anthu angakumane (ma avatar a) otchuka ndi opanga.Yembekezerani "ma pop-up" onse, monga adayesedwa ndi Gucci, ndi maiko osatha, monga Nikeland, onse pa Roblox.
Al Dente, bungwe latsopano lopanga zinthu lothandizira malonda apamwamba kuti alowe mu metaverse, angogula malo mu Sandbox, omwe angopeza $93 miliyoni, ndi kuyambitsa kupanga katundu wa 3D Threedium angogula malo a digito kuti apange masitolo enieni.Msika wamafashoni wapa digito DressX wangogwirizana ndi Metaverse Travel Agency pagulu lazovala za Decentraland ndi Sandbox, zomwe zimatha kuvalanso kudzera mu zenizeni zenizeni.Zidutswazo zimapereka mwayi wopezeka ku zochitika ndi malo, ndipo mgwirizano unayambika ndi chochitika ku Decentraland.
Mapulatifomu owonjezera omwe mungawone akuphatikizapo zomwe tatchulazi Decentraland ndi The Sandbox, kuwonjezera pamasewera monga Fortnite ndi nsanja zonga masewera monga Zepeto ndi Roblox.Malinga ndi lipoti loyamba lodziwika bwino la Instagram, masewera ndi malo ogulitsira atsopano, ndipo osewera "osakhala amasewera" akupeza masewera kudzera pamafashoni;m'modzi mwa achinyamata asanu amayembekeza kuwona zovala zambiri zamtundu wa ma avatar awo a digito, malipoti a Instagram.
AR ndi magalasi anzeru amayang'ana kutsogolo
Onse a Meta ndi Snap onse akugulitsa ndalama zambiri pazowona zenizeni kuti athandizire kugwiritsa ntchito mafashoni ndi malonda.Cholinga chanthawi yayitali ndikuti magalasi awo anzeru, otchedwa Ray-Ban Stories, and Spectacles, motsatana, azikhala ndi zida ndi mapulogalamu.Kale, mafashoni ndi kukongola akugula kale. "Zowoneka bwino zakhala zotsogola - komanso zopambana kwambiri - zotengera kuyesa kwa AR," atero Meta VP pazamalonda Yulie Kwon Kim, yemwe akutsogolera zoyeserera pazamalonda pa Facebook."Pamene chipwirikiti chakusintha kwa metaverse chikupitilira, tikuyembekeza kuti kukongola ndi mafashoni apitilize kukhala oyambitsa zatsopano."Kim akunena kuti kuwonjezera pa AR, kugula zinthu zamoyo kumapereka "kuwala koyambirira" muzochitika.
Pogwirizana ndi eni ake a Ray-Ban EssilorLuxxotica pa magalasi anzeru, Meta ikutsegulira njira ya mayanjano amtsogolo ndi mitundu ina yowonjezera ya zovala zamafashoni.META
Yembekezerani zosintha zina zamagalasi anzeru mu 2022;Meta CTO Andrew Bosworth adaseka kale zosintha za Ray-Ban Stories.Pomwe Kim akunena kuti zopindika, zophatikizika "zatalikira", akuyembekeza kuti makampani ambiri - zaukadaulo, zaluso kapena zamafashoni - "atha kukakamizidwa kulowa nawo msika wovala zovala.Hardware ikhala mzati wofunikira kwambiri pakusintha. "
Personalization ikupitirirabe
Malingaliro okonda makonda, zokumana nazo ndi zogulitsa zimapitilira kulonjeza kukhulupirika komanso kudzipatula, koma ukadaulo ndi kukhazikitsa ndizovuta.
Zovala zomwe zimafunidwa komanso zopanga-muyezo mwina ndizolakalaka kwambiri, ndipo chitukuko chatengera njira zofikirako.Gonçalo Cruz, woyambitsa nawo komanso CEO wa PlatformE, yomwe imathandiza ma brand kuphatikiza Gucci, Dior ndi Farfetch kuti agwiritse ntchito matekinolojewa, akuyembekeza kuwona chiwongola dzanja chochepa komanso pakufunika."Makampani ndi ogulitsa ayamba kukumbatira 3D ndi mapasa a digito kuti apange zinthu ndikuwonetsa, ndipo iyi ndiye nyumba yoyamba yomanga yomwe imatsegula mwayi wina monga kuyamba kufufuza njira zomwe zimafunikira," akutero Cruz.Ananenanso kuti osewera aukadaulo ndi ochita masewera akukhala otsogola komanso owongolera oyendetsa ndege, mayeso ndi kuthamanga koyamba.
Ukadaulo wa sitolo sukuyenda
Masitolo akadali ofunikira, ndipo akukhala okonda kwambiri makonda awo kudzera muzinthu zomwe zimaphatikiza zinthu zama e-commerce, monga kupeza ndemanga zenizeni, kuyesa kwa AR ndi zina zambiri.Monga "digito holdouts" ikusintha kukhala machitidwe a pa intaneti, adzayembekeza kuwona zida za digito zikuphatikizidwa muzochitika zapaintaneti, Forrester akuneneratu.
Kuyika kwa Fred Segal's NFT ndi PFP kumabweretsa zinthu zomwe zikubwera m'malo ogulitsira omwe amadziwika bwino.FRED SEGAL
Fred Segal, boutique yodziwika bwino ya ku Los Angeles, adatenga lingaliro ili ndikuyendetsa: Kugwira ntchito ndi bungwe lopanga zochitika zapadziko lonse lapansi, Subnation, idangotulutsa Artcade, sitolo yomwe ili ndi nyumba yosungiramo zinthu zakale ya NFT, katundu wowoneka bwino komanso situdiyo yotsatsira zonse pa Sunset Strip ndi metaverse;zinthu zomwe zili mu sitolo zitha kugulidwa ndi cryptocurrency kudzera mu sitolo ma QR code.
NFTs, kukhulupirika ndi malamulo
Ma NFT adzakhala ndi mphamvu zokhazikika monga kukhulupirika kwanthawi yayitali kapena makhadi amembala omwe amabweretsa zabwino zokhazokha, ndi zinthu zapadera za digito zomwe zimapereka kudzipatula komanso udindo.Kugula kwazinthu zambiri kumaphatikizapo zinthu za digito ndi zakuthupi, zolumikizana - zikadali zatsopano - kukhala kukambirana kofunikira.Onse mitundu ndi ogula ndi primes kwa zosayembekezereka."Ogulitsa ali okonzeka kuyesa mitundu yosagwirizana, njira zina zogulira, ndi machitidwe atsopano amtengo wapatali monga NFTs kuposa momwe akhala akuchitira pazaka 20 zapitazi," Forrester akusimba.
Ma Brand akuyenera kukumbukira kupitilira kwazamalamulo ndi zamakhalidwe, ndikupanga magulu a metaverse kuti athane ndi vuto lazolemba ndi kukopera, ndi ntchito zamtsogolo, m'malire atsopanowa.Kale, Hermès waganiza zosiya kukhala chete kwake kokhudza zojambula za NFT zowuziridwa ndi chikwama chake cha Birkin.NFT snafu ina - mwina kuchokera ku mtundu kapena bungwe lomwe likutsutsana ndi mtundu - ndizotheka, chifukwa cha danga.Mayendedwe akusintha kwamatekinoloje nthawi zambiri amaposa kuthekera kwa malamulo kuti asinthe, akutero Gina Bibby, wamkulu waukadaulo wapadziko lonse waukadaulo pakampani yazamalamulo ya Withers.Kwa eni ake aluntha, akuwonjezera kuti, metaverse ikupereka kukakamiza maufulu a IP, chifukwa mapangano oyenera opereka zilolezo ndi kugawa sali m'malo ndipo chikhalidwe chodziwika bwino cha metaverse chimapangitsa kutsata ophwanya malamulo kukhala kovuta.
Njira zotsatsa zidzakhudzidwa kwambiri, kusiya chifukwa mitundu ikusinthabe kuchokera ku zosintha za iOS zomwe zidapangitsa Facebook ndi Instagram kuwononga ndalama zochepa."Chaka chotsatira chidzakhala mwayi woti ma brand akhazikitsenso kukhulupirika," akutero Jason Bornstein, wamkulu pakampani ya VC Forerunner Ventures.Amalozera ku nsanja za data yamakasitomala ndi njira zobweza ndalama ngati ukadaulo wina wolimbikitsa.
Yembekezerani zochitika zochepa zopezeka pa intaneti ndikuzimitsa, ndi ma NFTs kapena ma tokeni ena kuti mulole kulowa.
"Kukhala bwino kumakhazikika pakudzipatula.Pamene katundu wamtengo wapatali akuchulukirachulukira komanso mosavuta kupeza, anthu akutembenukira ku zochitika zapadera, zomwe sizingatheke kuti akwaniritse zofuna zokhazokha, "atero a Scott Clarke, Wachiwiri kwa Wachiwiri kwa makampani ogulitsa zinthu zomwe zimatsogolera pa upangiri wa digito Publicis Sapient."Kuti ma brand apamwamba apindule, ndikofunikira kuyang'ana kupyola pa zomwe zadziwika kale kuti mtunduwu ndi 'zapamwamba'."
REPOST kuchokera ku Vogue Business EN
Yolembedwa ndi MAGHAN MCDOWELL
Nthawi yotumiza: Jan-07-2022