How AR and VR could leverage brands to reach a wider audience

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By Shrey Mishra

Most peo­ple we know, when they need to buy sup­plies, will take a few hours or
more in order to: a) go to the shops, b) search for the desired shop, c) go to the
rel­e­vant sec­tion in the desired shop, and so on and so forth, you get the pic­ture.
The inter­net has made ecom­merce faster and more con­ve­nient than ever before,
but there are still things that we hes­i­tate to buy online. We want to try on glass­es,
try on clothes, see how every­thing fits before we click that but­ton. And for that,
you have to take a few hours to go to the shops.
The advent of the meta­verse, and tech­nol­o­gy like 5G, will make e‑commerce even
more intu­itive and con­ve­nient for cus­tomers. Now, you can scan your body or
enter your mea­sure­ments and try on all sorts of clothes and acces­sories on your
vir­tu­al avatar.
Last year, Guc­ci made a big splash sell­ing NFTs of dig­i­tal clothes and acces­sories
for mil­lions of dol­lars. As we tran­si­tion to a pre­dom­i­nant­ly dig­i­tal pres­ence, we
can expect to see a big uptick in our Direct-to-Avatar (D2A) pur­chas­es. For an
appear­ance-con­scious gen­er­a­tion, dig­i­tal avatars will need to exhib­it per­son­al
flour­ish­es via clothes and acces­sories. We know what makes us unique in real-life,
but what will that be in the meta­verse?
Like we’ve seen with H&M’s new vir­tu­al store, it will be pos­si­ble to have cross-
plat­form flex­i­bil­i­ty and access to major brands in a vir­tu­al set­ting. Users will be
able to access retail stores on their tablet, smart­phones, lap­tops or by using VR
enabled head­sets or glass­es. Hav­ing stores at a ‘vir­tu­al’ address will offer brands a
chance to be hyper-local in a tru­ly glob­al set­ting, and to gain access to a wider
audi­ence and secure cut­ting-edge brand equi­ty.
For brands which don’t want to go all out on dig­i­tal prod­ucts, there is an
oppor­tu­ni­ty to have hybrid show­cas­es – where real-world cre­ations are matched
with vir­tu­al acces­sories to be sold as NFT col­lectibles. NFT col­lectibles are cus­tom
digi­tised tokens which, by def­i­n­i­tion, are tru­ly exclu­sive. They can­not be
exchanged with each oth­er. And it’s low-cost, with­out raw mate­ri­als, fit­tings,
export duties, and com­pa­ra­ble work­ers’ fees. Users can have their NFTs dig­i­tal­ly
ren­dered into Insta­gram or Snapchat fil­ters, Zoom fil­ters, QR codes, and
seam­less­ly project an exten­sion of their per­son­al­i­ty into the dig­i­tal realm.

The author is Founder and direc­tor of XR Central



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