As global brands continue to grow and expand their reach, many are turning to Web3 technologies as a way to connect with customers and create exciting new experiences. Enter: the metaverse.
For those not familiar with the term, the metaverse is an immersive virtual world that people can access to play, shop, learn and interact with others. Forward-thinking tech leaders, including Mark Zuckerberg, believe this alternative reality could be commonplace within the next decade.
Now, brands are exploring the metaverse as a new way to engage with their customers, market their products and drive revenue.
There are already many well-known brands in the metaverse, and we've compiled a list of 8 of them below. From luxury fashion houses to household name brands, these companies are using the metaverse to curate market-leading customer experiences that keep them at the forefront of innovation.
So, if you're looking for inspiration on how to take your business to the next level, look to these brands in the metaverse for some top tips.
1. Gucci
The fashion industry has been quick to embrace technologies for Web3 ecommerce, which is why we’ve already seen a lot of fashion brands in the metaverse. According to Vogue Business, 53% of fashion brands are already using augmented reality (AR) and virtual reality (VR) experiences.
One of the world's best-known luxury fashion brands, Gucci, collaborated with Roblox in 2021 to create a virtual garden exhibition to mark its 100th birthday celebrations.
'Gucci Garden' was an immersive multimedia experience that celebrated Gucci’s history across 6 themed rooms, in which users could collect unique designs to dress their avatars.
During the event, visitors could also purchase a limited number of NFT collectibles, some of which were later resold for more than the value of their real-world counterparts.
2. Forever 21
At the end of 2021, fast-fashion brand Forever 21 launched 'Forever 21 Shop City', a community-first game also in collaboration with Roblox. The game allows players to build, customise and manage their own virtual fashion stores, encouraging them to express their individuality as they buy and sell Forever 21 merchandise. Over 250,000 users have visited Forever 21 Shop City since its creation.
Since then, Forever 21 have made efforts to link up the virtual and physical worlds. To celebrate one year on Roblox, the brand recently launched its F21 Metaverse Collection, which is inspired by the digital fashion that can be purchased on Roblox. The physical collection includes hoodies, t-shirts and a real-life version of the Forever Beanie - the best-selling item in their virtual Roblox store.
3. Coca-Cola
Coca-Cola have had various different involvements in Web3 technology. Back in 2021, they first ventured into the Decentraland metaverse to auction off NFT collectibles, including a futuristic bubble jacket that can be worn by avatars in the game.
Since then, Coca-Cola have made efforts to achieve success as a brand in the metaverse outside of the fashion space. Earlier this year, they launched Coca-Cola Zero Sugar Byte in a custom-built metaverse within the highly successful video game Fortnite - before launching it in real-life stores.
Those who entered ‘Pixel Point’ could virtually “try” the new flavour and also play a range of Coke-themed mini games. According to Coca-Cola, the new flavour would “bring the flavour of pixels to life”.
4. H&M
Earlier this year, fashion brand H&M opened its (virtual) doors to its first digital showroom in the metaverse. In the showroom, users could wander around, interact with one another and view the virtual collection. It was designed to bring fashion campaigns to life in a new and exciting Web3 ecommerce space.
H&M have big plans for the metaverse, the space in which they believe our physical and digital lives converge. H&M Group’s CTO Alan Boehme is optimistic, explaining that “Moving towards the future, H&M Group will continue to explore the field of virtual fashion, as another way to meet our customers when, how and where they are”.
5. Vans
Known for its skateboarding footwear and apparel, Vans are another brand in the metaverse that has embraced the uber-popular Roblox platform to create their own interactive customer experience.
They launched their virtual skatepark ‘Vans World’ at the end of 2021 to provide an online space for their fans to interact and practise their virtual skateboarding skills. Users can also earn, buy and trade exclusive Vans clothing.
The virtual skatepark design was inspired by real-life Vans projects. Vans hope that by entering the metaverse, they can attract new fans while exploring sustainable fashion and melding the physical and virtual worlds.
6. Burberry
Another pioneering fashion house, Burberry were quick to embrace metaverse technologies.
In 2021, they partnered with Mythical Games to launch a Burberry-branded NFT collection on multiplayer metaverse game ‘Blankos Block Party’. One NFT, the ‘Sharky B’ avatar, sold out within 30 seconds and went on to be sold on the game’s dedicated marketplace for over $1,000. The avatar was initially priced at $300 and was limited to 750 units.
Following the success of this drop, Burberry released a second NFT collection on Blankos the following year which included (virtual) branded boomboxes, necklaces and sliders. They also created a bespoke virtual experience within the game for Burberry fans to connect with each other, deepening its partnership with the virtual world.
7. Hyundai
Hyundai stand out as one of the first brands in the metaverse from the automotive industry. Last year, they launched a virtual experience metaverse space on Roblox called ‘Hyundai Mobility Adventure’, which showcases future mobility lifestyles in the metaverse across five zones.
The virtual world features popular Hyundai vehicles, products, tech and future solutions which users can explore, as well as play games, develop their avatars and interact with others.
Hyundai Mobility Adventure was created to engage with younger, tech-savvy generations and nurture long-term relationships with their loyal customer base.
8. Nike
At the end of 2021, Nike opened 'Nikeland', a metaverse space built on Roblox where visitors can play games, interact with others (and celebrity visitors like LeBron James) and invest in virtual Nike products, which Nike pushes as having the same value as their real-life counterparts.
Since its launch, over 21 million people have visited Nikeland, driving revenue, increasing engagement and raising brand awareness.
Nike’s forward-thinking digital approach is paying off. At the beginning of 2022, their digital branch, which includes its metaverse and NFT investments (Nike Digital), comprised 26% of the brand’s total revenue.
Thinking of creating your own metaverse?
With metaverse technologies, engagement- and revenue-driving customer experiences that could only have been imagined a few years ago are now possible. With your inspiration and our Web3 design and development expertise, we can make them a reality.
Talk to us about how your brand can embrace the future of ecommerce and explore the possibilities of the metaverse.
