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Who Will Pay For Virtual Fashion? Digital Fashion Is Developing Sustainably

2021/6/23 0:04:00 0

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Who Come On Pay For "Virtual Fashion " Digital Fashion After

The post epidemic period is also the high-speed period of digital transformation in fashion industry. According to the 2021 digital fashion report released by LYST, a British fashion shopping search platform, and the fabricant, a digital fashion company, about 3.5 billion people are digital fashion customers, accounting for more than 55% of the total purchasing power. Among them, digital fashion customers usually belong to generation Z and millennial consumers who have grown up in the digital age. The key feature of this group is that the boundary between reality and virtuality is more blurred. In fact, from the spring and summer of 2020 to the autumn and winter of 2021, we can clearly feel the strong willingness of brands and designers to transform, mainly including cross-border games, 3D fashion, virtual models, online fashion week, etc., trying to establish closer ties with the new generation of consumers through new technologies and new brands, which has become the most popular outlet in the fashion industry.

　　 Digital Supermodels

Although the world's first digital haute couture will be sold for $9500 in 2019, there is no data to show that the next virtual fashion can be converted into cash in batches. For example, following the emergence of the first virtual supermodel Shudu gram, the Chinese local brand golisys also launched its own virtual character ELISA. However, its annual report in 2020 shows that the business income dropped by 24.9% to 1.962 billion yuan, and the non net profit dropped by 37% to 190 million yuan. According to the industry, the future of this move is uncertain. After all, can these "can see but not wear" virtual fashion, can replace the traditional fashion? Does the digital fashion industry still have good liquidity?

The fabric's first digital high-end customized clothing "iridescence Rainbow Dress" made by blockchain technology was auctioned in May 2019 with a transaction price of $9500.

What is virtual fashion and digital fashion?

We can first popular science, virtual fashion can be understood as the first step in the field of digital fashion. The fabric defines "digital fashion" as an interdisciplinary discipline in the digital world, including games and crypto art. Among them, the fabric also pointed out that digital fashion works will never exist in actual form, it is just a combination of data and imagination, we can understand it as digital customized virtual wardrobe. It can be seen from the virtual clothing retail platform dressx / replica that the epidemic has obviously promoted the emergence of more virtual fashion brands and platforms for selling virtual clothing. It is learned that these virtual clothes sold will be able to update users' social media wardrobe. For example, rose villain has "worn" the shoes of Buffalo London x the fabric on the social platform.

Virtual clothing retail platform dressx / replica (partial screenshots)

In addition, in the background of virtual fashion, more attempts are also made in cross-border games, online release of new products, etc. For example, Balenciaga launched the autumn 2021 series through a VR game "afterworld: the age of tomorrow". Within 48 hours after the game was released, the search volume of Balenciaga brand on LYST platform increased by 41%, and the monthly search volume soared by 76%. Marc Jacobs also designed new clothes for characters in Nintendo's "Animal Crossing: new horizons," and the search volume for the brand on LYST increased by 47% in the month; Gucci, in collaboration with the custom creators of the Sims 4 game, moved Gucci's "off the grid" series to the game, and the number of searches for Gucci's "off the grid" series on LYST platform soared 82% that month. However, industry insiders pointed out that once the digital fashion is separated from the physical fashion, its bearing significance will disappear. It cannot exist completely independently, and it must meet the dual needs of digital and physical sense at the same time.

Intangible cultural heritage digital stage presented at Guangdong fashion week this year

How to implement the industrial chain? Key cut in Fashion Week

In January this year, misbhv, a Polish street fashion brand with low popularity, also officially announced that it provided clothing for three characters in the game "Grand Theft Auto". It is reported that within one week of the official announcement, the search volume of misbhv brand on LYST platform has soared by 233%. It can be seen from this that, if we put aside the immediate sales, its popularity has indeed made a lot of money, but many people in the industry believe that the production is still in the blind phase compared with ROI, and the risk-taking ratio is still relatively large. However, despite the skepticism about the virtual fashion coming out of thin air, China's local fashion industry chain is still a positive "trendsetter". At present, fashion week may be a major watershed.

Rose villain wears buffalo London x the fabric on social networks.

In the matter of "landing", Guangdong fashion week continues to uphold the spirit of "pragmatism". In the spring of 2021, it not only opens online fashion week venues in Taobao tmall business operation center and Alibaba 1688, but also carries out personalized crowd recommendation in Taobao / 1688 public domain to help businesses achieve 100 million level accurate exposure. It also specially sets up a public exhibition area to focus on digital transformation, It includes creating a "research, production, exhibition and sales" integrated fashion whole industry chain cluster, FDC fabric, pop trend, relying on the Internet, Haier Internet of clothing to reshape the new ecology of the clothing industry, aiming to ensure the online and offline synchronous output trend, etc., to solve the digital transformation problem of clothing enterprises in one-stop manner. On the concept of "zero carbon" environmental protection, Shenzhen fashion week has built the world's first online digital show, that is, through a series of 3D digital simulation technologies such as virtual modeling, 3D material scanning and AI rendering, the design of the show is virtualized and digitized. It also cooperated with the international artists team to create artistic virtual reality space. Through the combination of CG images and real images, the surreal digital virtual space was constructed, and the world's first pure virtual commercial fashion show was successfully explored. According to industry insiders, Shanghai Fashion week may still be a bright spot in the avant-garde nature of fashion design, but when it comes to the production capacity of digital transformation, Guangzhou and Shenzhen, which are full of commercial DNA, still hold the "C position".

LV spring / summer series digital window for beeple partnership

NFT and blockchain may be future "winning weapons"

In fact, NFT really enters the public's view, should benefit from the cooperation between Louis Vuitton and artist beeple in the spring and summer series of 2019, and the trial of blockchain technology is the first time that Christie's product "block 21" sold for more than $130000 in October 2020. In 2021, Japanese artist Takashi Murakami also released the first NFT digital art series. As a digital collection, NFT has gradually moved from luxury goods to fashion circle. Even smaller fashion brands and retailers in the market are eager to join in. After all, NFT and blockchain technology are likely to be the key to winning in the virtual market in the future. As Elena silenok, chief executive of clothia, an online luxury retailer, says publicly, brands need to consider more than just digitizing existing goods, but NFT as a new source of revenue.

The shoes sold by rtfkt studios are not in kind (partial screenshots)

Grace, a senior luxury buyer in Guangzhou, told reporters that if NFT was explained by analogy with game skin, it would be easier to understand the value of NFT's existence and being snapped up. "Of course, we can't judge every NFT by its collection level. There is a big price difference, but it can meet the needs of consumers who want to have it.". The reporter believes that this is a bit like buying a lipstick of the same brand is easier to obtain than a bag, which can be used in Hermes, chanel and Dior. For example, gucci recently launched a $12 digital sneaker, which is another typical example of NFT: the "luxury" of a third of the price of lipstick in minutes, and two cups of coffee. Why don't young people buy them?