Russian brands will present clothes in digital form in the metaverse

MOSCOW, August 26 – PRIME. Russian brands will begin to present their clothes with the help of a special project in the metaverse, RIA Novosti was told in the press service of the National Technology Initiative (NTI) Platform.

“A project in the metaverse for the interaction of clothing retailers with consumers will appear in the Russian Federation in October, as part of which companies will be able to present clothes in digital form, and buyers will be able to try them on their digital avatar and learn more about the presented brands …. The goal of the project is to test the metaverse as marketing tool for designer brands, clothing will be featured in the Roblox metaverse.

According to NTI expert Polina Egarmin, during the pandemic in China, there was a “boom in sales” through social networks. She explained that after the blocking of many social networks in Russia, consumers are looking for new ways to shop online, including through the metaverses. Thanks to them, fashion brands can showcase their collections in a new way at various digital events, as well as “interact with new communities.”

“Brands are not only positioning themselves as trendsetters (setting new trends – ed.) in this new emerging environment, but they can also use digital events in games to drive traffic to their online stores or even directly sell digital objects,” the expert noted. .

As Egarmin noted, in the near future, fashion brands will be able to earn money by selling their virtual collections on a decentralized market.