Gucci on my avatar? … Generation Z, seriously about metaverse fashion

Announcing metaverse 2022 fashion trends analyzed by researching and analyzing 1000 Generation Z
47% of respondents said, “Clothes on avatars are a means of expressing individuality” … Spending 130,000 won per month
Global fashion brands such as Gucci, Louis Vuitton and Nike entered the ‘digital fashion’ market

Naver metaverse platform ‘ZEPETO’ Fashion brand ‘Gucci’ Photo = Courtesy of ZEPETO


[아시아경제 한승곤 기자] Mr Kim, an office worker in his 20s, recently prepared new clothes for his avatar in a virtual space. Mr. Kim said, “It’s cold and it’s winter, so I bought a padded jacket. Other avatars also change their fashion according to the season.” He added, “There are many avatars wearing real luxury brands like Louis Vuitton.”

Roblox, a global metaverse (virtual world) platform, collaborated with Parsons School of Design to present ‘2022 Metaverse Fashion Trends’, a recently published analysis of digital fashion trends in Generation Z. A survey of Roblox platform user behavior data and 1,000 Generation Z users (born in the mid-1990s to early 2000s) showed that Generation Z is willing to spend money on avatar styles and digital fashion as a means of expression.

Monthly, 31% of respondents say they spend up to $5 (about 6,500 earned) ▲ 30% of respondents say they spend 10 to 20 dollars (about 13,000 to 26,000 earned). 12% of users spend between 50 and 100 dollars (about 65,000 to 130,000 won) per month. According to the survey, half of Roblox Gen Z users dress up their avatars at least once a week. 47% of respondents said that wearing their avatar is a way of expressing their individuality, and through this, they can enjoy (43%) displaying their digital collection (35%). Respondents said that they feel more connected to friends and colleagues in space (32%).

Generation Z Roblox users do not spend money differently from the consumption of fashion in real life, such as dressing their avatars. Photo = Courtesy of Roblox


Decorating an avatar, like buying clothes with money, may seem unfamiliar, but it is familiar in the metaverse space. Most global fashion brands, such as Gucci, Louis Vuitton, and Nike, have already entered the ‘digital fashion’ market. These companies use non-fungible tokens (NFTs) to give scarcity to digital content and sell clothes, bags and sneakers.

For example, if you present a new Louis Vuitton bag to your avatar, you will be able to get the only bag in the world due to the scarcity of NFT. Last year, Gucci opened ‘Gucci Villa’, which seems to have moved the entire Florence store in Italy, in Geppetto (virtual space created by Naver Jet in August 2018).

The reaction in the market is also not bad. According to Dapp Radar, a blockchain market research company, global NFT transactions such as art and fashion in 2021 totaled $25 billion (about 30 trillion won), more than 260 times the transaction amount of $94.9 million (about 113 billion won) in 2020. US investment bank Morgan Stanley estimates that the digital fashion industry will be worth $50 billion by 2030.

Given this situation, the domestic fashion industry is also showing interest in so-called ‘avatar clothing’. F&F, a domestic clothing company, introduced the metabus fashion brand ‘Supra’ in February this year, and Lotte Home Shopping launched the digital fashion ‘LOV-F’. Lotte Home Shopping sells LOV-F virtual products in connection with real products in the NFT market in its app. Kolon FNC’s women’s brand, ‘Lucky Chouette’, operates the Lucky Town metabus platform. Lucky Town is a service that shows the model wearing a 360-degree look, and customers can see the real-life product while wearing it.

The industry predicts that the digital fashion market can continue to grow. “The next generation of fashion designers and brands are deeply involved in digital fashion, wearing avatars, designing 3D digital versions of their fashion collections and creating exclusive items for the Metaverse,” said Christina Wootton, VP of Partnerships Global in Roblox. Generation Z consumers are spending more time in immersive spaces and their economic power and influence on fashion is growing, the trends of the metaverse will have a big impact on fashion in the real world, There will be a trend <#2> also transferred to the real world. metaverse world.”

Reporter Han Seung-gon [email protected]

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