More than 60 brands including Gucci, Adidas, Tommy Hilfiger, DKNY and Dolce and Gabbana recently took part in Metaverse Fashion Week 2023. The key takeaway was a growing interest in gamified campaigns.
The virtual event, hosted by luxury NFT marketplace UNXD and Decentraland, an immersive platform, allowed brands to promote new collections and creative campaigns.
These included built-in games, digital fashion shows and parties, panel talks, integrated video displays and virtual ‘try-on’ opportunities for avatars.
Brands were encouraged to showcase a connection between innovation and tradition within virtual and interactive experiences.
It was clear that they are addressing a need for more gamification, particularly through the massive outreach from popular gaming platforms such as Fortnite. This year’s event saw more brands offering gamified experiences and virtual giveaways.
One example of a brand’s dipping into gamification was shoe brand Clarks. The brand launched Clarks Arcade – an immersive entertainment hub situated within a plot of land on Decentraland’s virtual turf.
Online visitors were granted access to themed arcade games, a gamified amusement park crafted in the likeness of the brand’s headquarters and opportunities to win unique digital wearables in the form of NFTs.
However, interest in the metaverse has shifted and major players have made headlines for scaling back investment in metaverse-related products.
Disney recently underwent a major restructuring process and announced that it would be shutting down its dedicated metaverse division, cutting roughly 50 jobs.
