Tommy Hilfiger has become the latest fashion brand to stake its claim in the metaverse, launching a “decentralized” presence that will span several platforms, including Decetraland, Roblox, Spacial, DressX and Ready Player Me.
Created by e-commerce company, Emperia, the hub features digital fashion, artistic work from Vinnie Hagar, AR Features, a photo booth, gaming and community-focused competition to create AI fashion, all set in a monolithic virtual structure of the brand’s “TH” Monogram. The entire venture is designed to facilitate seamless movement between the brand’s website and the various metaverse presences, said Olga Dogadkina, co-founder and CEO of Emperia.
“Metaverse retail experiences have the potential to solve user experience, data analysis and online engagement issues retailers have been struggling with from the inception of e-commerce,” Dogadkina said. “The new Tommy Hilfiger hub brings together all platforms and centralizes virtual and physical, allowing for easy transition between platforms and enabling the direct sale of goods, both physical and virtual, with one simple checkout process.”
The new digital hub will offer four exclusive product items, including a Tommy Hilfiger Varsity Jacket, which be offered in both physical – through the brand’s e-commerce platform – and digital – through the digital platform DressX platform and Ready Player Me – realities. Consumers who purchase the digital version will be able to use the jacket in various games and environments.
The cross-platform venture will enable Tommy Hilfiger to maximize its real-world and virtual presences, Dogadkina said, adding it fosters collaboration among platforms and vendors, while decreasing friction for consumers and providing valuable information about their purchase habits.
“Virtual stores can provide invaluable unique data, from real time view of the virtual experience’s stats, user engagement, transactional events and demographics, providing stakeholders with a clear view of online trends and user behavior and allowing for more accurate decision-making,” she said.
