The world of online platforms has become a testing ground for the creation of physical products, blurring the boundaries between the digital and tangible realms. This phenomenon is seen as a precursor to the metaverse, a virtual reality version of the internet that is expected to replace the current web. Brands are recognizing the potential of platforms such as Roblox and Fortnite, utilizing them as opportunities to engage with users and gather valuable data for product development.
Renowned French couture designer, Julien Fournie, emphasizes that the online world provides an environment of openness to virtually experiment and establish a direct connection with real-life experiences. This is particularly advantageous for young designers, as they can design and test their products virtually before venturing into the physical market. Additionally, the COVID-19 pandemic has further bridged the gap between the virtual and physical worlds, compelling designers to create three-dimensional designs due to limited physical interactions.
A notable example of this trend is RTFKT studio, which recently released a limited edition of virtual sneakers that could be bought and sold as digital items using blockchain technology. Each digital purchase was accompanied by a corresponding tangible pair of shoes, establishing an emotional connection between the digital and physical products. Similarly, the Aglet app merged virtual sneakers with augmented reality and has now commenced the production of real sneakers based on the demand observed within the online platform.
Luxury fashion platform, Farfetch, has also embraced this trend by enabling users to pre-order exclusive Balenciaga, Off-White, and Dolce & Gabbana items that are solely available in a digital format. These items are then manufactured in accordance with the pre-orders, reducing the risk of overproduction and unsold inventory.
Nonetheless, not everyone is convinced by the notion of converting the digital into the tangible. The Fabricant, a virtual fashion house, argues that digital fashion pieces can be worn, collected, and traded within the metaverse without the need for physical counterparts. However, the increasing demand for digital products within the virtual space raises questions about desirability in other physical realms.
Overall, the online world serves as an experimental laboratory for the development of real-life products, granting designers the opportunity to virtually test and refine their concepts before entering the physical marketplace. This trend is driven by the growing interconnectivity between the digital and real worlds, along with a heightened awareness of the environmental costs associated with overproduction. As the metaverse gradually materializes, brands are positioning themselves to leverage this new digital frontier.
Useful links:
1. The Future of the Internet: The Metaverse
2. The Impact of the Metaverse on Technology and Consumer Behavior
