Zepeto, the metaverse chosen by Zara to launch its first virtual apparel collection, is a mobile metaverse of 3D digital avatars. With more than 2 million daily users, it is one of the fastest growing metaverses in the last year. Users can create their digital avatar very easily. They just have to scan a photo of your face and they can begin to interact virtually with millions of users around the world. The Zepeto metaverse allows the purchase of digital items using the platform’s own currency. One of the main characteristics of the Zepeto metaverse is that 70% of the platform’s users are women between the ages of 13 and 24. A fact that has not gone unnoticed by numerous fashion brands.
Zepeto, the metaverse of Zara
In principle, Zepeto is not a blockchain metaverse. In fact, it looks more like a social network than a metaverse. It is similar to the 3D avatars that Apple launched with the Animoji, but allowing interaction between users and purchases of add-ons for the avatars. However, Zepeto partnered with the blockchain metaverse The Sandbox on May 4, to offer a parallel space where you can buy NFTs.
What is Zepeto
You could say that Zepeto is like an Instagram of avatars. A parallel reality where users interact with each other through virtual characters built based on the physical characteristics of each user, but keeping the true identity. The most important factor in Zepeto is the customization capacity of each avatar. Once the character is created in Zepeto, it is possible to customize it with all kinds of items available in the store. From clothing, footwear and accessories, to sofas and different decorative elements. It is this customizability that is attracting more and more companies to virtual worlds.
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Fashion for the real and virtual world
Zara has launched the AZ Collection on Zepeto, designed by the firm together with the artistic collective Ader Error. The collection is sold in several selected stores in the real world and in the virtual world for the Zepeto avatars. In the metaverse, the clothes in the Zara collection are priced the same as in real stores. The portal Fashions detailed that a padded jacket from Zara has a value of up to 239 euros. Oversized pants, sweatshirts, T-shirts and coats are also available in the new Zara fashion collection.
The company explained that the garments in its new collection reflect different lifestyles and experiences of people who live in the real and virtual world. In its Twitter account, Zara highlighted that its new designs will help people shape and build their own identity, both in real life and in digital.
#ADERERRORxZARA AZ Collection. The designs reflect the lifestyle of the people whose personality is taking shape with simultaneous experiences in the real and virtual world, resulting in a new identity. Now available https://t.co/aX5HpwEJEB pic.twitter.com/gte17IJGQL
– Zara Spain (@zaraes) December 6, 2021
One of the main investors in the Zepeto metaverse is the Japanese bank SoftBank. On December 2, the Japanese investment giant valued the platform at more than a billion dollars and decided to invest $ 150 million. In addition to SoftBank, the funding round also featured participation from South Korea’s HYBE Co., the company that runs popular K-pop music group BTS.
The list of companies and industries that are already in the metaverses
Virtual fashion boom
In addition to Zara, other recognized brands in the fashion and design industry, such as Dolce & Gabbana, Ralph Lauren, Gucci, Adidas or Nike are already reinventing themselves in the Metaverse. Dolce & Gabbana’s digital fashion auction in October, combining clothing, jewelry and wearable art, fetched $ 6 million. In fact, the dress Glass Suitdesigned by Domenico Dolce and Stefano Gabbana, it sold for more than $ 1 million; being this one of the biggest sales celebrated by the brand. Glass Suit He combined a virtual suit in NFT format and a custom made physical one.
Parisian luxury fashion brand Balenciaga is also showing interest in the opportunities offered by the virtual world and technology. Balenciaga has created a team to investigate the NFTs and the Metaverse. The firm explained that since people are moving to the virtual environment, the fashion industry must also evolve to adapt to the new needs of consumers. Cédric Charbit, CEO of Balenciaga, has said that the climax of the current interaction with a luxury brand is based on the “like”, a like or comment.