Metauniverse, as a new field, not only brings new experiences to consumers, but also provides opportunities for brand innovation. We have to admit that the metauniverse is changing our world, and it is not groundless for more and more brands to enter the metauniverse. The most touching category in the hyperuniverse is luxury. Metauniverse is an excellent opportunity for the digital transformation of luxury brands, but it still needs to be continuously explored when the industry matures. According to Morgan Stanley's report, by 2030, the market size of luxury brands in the meta-universe may be as high as 56 billion US dollars. So how do luxury brands conform to the meta-universe, and can they become new profit growth points of luxury goods?
Several mini-games, a cafe and a virtual store selling Gucci clothes are used to dress up the protagonist in this virtual town game. This is a digital space launched by Gucci on Roblox, but this time it is another attempt on Web 3.0, encouraging online users to try this fashion that is ahead of other fashion brands, that is, new things from the meta-universe.
There is a central garden in this space, which connects all areas together, including coffee shops and virtual shops. Guests can play mini-games in these areas, visit coffee shops, or buy Gucci ornaments for their robot heads in virtual stores. It is understood that in September, 20021year, Balenciaga cooperated with Fortress Night. Several sets of virtual costumes and game props were designed for the four popular characters in the game. Balenciaga, a French luxury brand, also opened a virtual store in the "StrangeTimes" creative center in the game, selling the same physical products as the game characters simultaneously, effectively creating momentum for offline sales. From the marketing point of view, Balenciaga has already figured out how to play the digital economy. Users wear the same clothes as the virtual image in the game, which can significantly enhance the interactive stickiness between consumers and brands, thus further promoting the integration of reality and virtual world.