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Metaverse in the Apparel Industry – Analysing Trends, Opportunities and Strategies for Success

Since Facebook changed its name to Meta in October 2021, conversations surrounding the possibilities which the metaverse could bring to the apparel industry have skyrocketed. At present, the future of the metaverse in the global apparel market remains relatively undecided. However, new technological developments are opening the doors to significant commercial potential, and opportunities have already begun to arise for fashion brands to claim their space in the metaverse, particularly if the concept begins to push into day-to-day life. Brands are already experimenting with virtual apparel through augmented and virtual reality, gamification, and Non-Fungible Tokens (NFTs).

While the precise nature of the metaverse remains largely conceptual, some practical applications to the global apparel market are becoming more apparent. Creating new digital assets can be exciting for apparel brands, however, they must be cautious of the volatility of the current NFT market, which could still prove to be a fad in the long term. Most crucially, apparel brands must ensure their metaverse projects are appropriate for their target consumers to ensure engagement and interaction remain high.
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