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Metaverse: What The Future Of Internet Could Look Like | Why It Matters 5 | Virtual Reality

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The future of an immersive Metaverse | Artur Sychov | TEDxUNYP

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Why the Metaverse Is Fashion's Next Goldmine | The Business of Fashion Show

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Virtual fashion & The metaverse raw note Jinxuan

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Moschino x The Sims Capsule Collection Inspired By the Popular Life Simulation Franchise, Will Be Launched At the Moschino x The Sims Desert Party In Indio, CA.
Inspired by the popular life simulation video game franchise, a whole collection of ready-to-wear items and accessories including Moschino items with pixelated designs and a limited run of eight Moschino x The Sims items will be available at Moschino boutiques worldwide as well as Moschino.com on April 13th.

The Sims and Moschino collaboration is exciting for fans of both brands as it brings together two industry leaders both known for a celebration of individuality.

This capsule collection will feature iconic motifs from The Sims reimagined as Moschino Couture pieces such as a Plumbob bathing suit, a Freezer Bunny cell phone cover and a Uni-Lama T-shirt. These special items highlight the freedom of self-expression and creativity that both the Moschino brand and The Sims franchise are known for. One item from the capsule collection, a Freezer Bunny hoodie, will also be released after the event within all of The Sims current titles including The Sims 4, The Sims Mobile and The Sims FreePlay with more game-related announcements to come later this year.

I love the idea of being able to imagine, design and bring to life a world of individual personas with The Sims universe. That concept emulates what I get to do for each collection at Moschino as I create a fantasy universe of spectacular storylines and characters.
- Jeremy Scott, Creative Director of Moschino.

Celebrating nearly 20 years of endless possibilities to play with life, The Sims has brought players the power to express themselves through video games in a way that is most authentic and meaningful to them. Through unique avatar Sims they create, players control everything from hairstyles, skin tones and outfits, to Sim's homes, hobbies, and career aspirations across vibrant environments.

In The Sims 4, players have the power to create and control their Sims in a virtual world where there are no rules. The Sims 4 is available on the PlayStation®4 computer entertainment system, Xbox One all-in-one games and entertainment system from Microsoft and PC via Origin™. For players on the go, both The Sims Mobile and The Sims FreePlay are available for free* on iOS and Android platforms.

Moschino x The Sims Capsule Collection Products

To join The Sims conversation, please like The Sims on , follow on and or subscribe to the channel.

Electronic Arts is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers. EA has more than 300 million registered players around the world.

In fiscal year 2018, EA posted GAAP net revenue of $5.15 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as The Sims™, Madden NFL, EA SPORTS™ FIFA, Battlefield™, Need for Speed™, Dragon Age™ and Plants vs. Zombies™.

Maxis, EA SPORTS, Battlefield, The Sims, Need for Speed, Dragon Age, Plants vs. Zombies and Origin are trademarks of Electronic Arts Inc. John Madden, NFL, NBA, UFC, NHL, and FIFA are the property of their respective owners and used with permission. PlayStation is a registered trademark of Sony Interactive Entertainment Inc.

Italian luxury brand, Moschino was founded in 1983 and rose to the forefront of the international fashion scene through the ironic, tongue-in-cheek designs. In 2013, Jeremy Scott was appointed Creative Director and the brand hit a new high with his unexpected original designs that paid homage to Franco Moschino's original concepts but were infused Scott's unique vision and sartorial wit. Moschino S.p.A. is the owner of the Moschino brands. The company, which was a licensor of AEFFE S.p.A. since from the brand debut in 1983, was acquired by AEFFE S.p.A. in 1999.
*Network fees may apply.
All images courtesy of Moschino.

Tags: capsule collection, collaborations, collection, Electronic Arts, fashion, fashion icons, graphic design, Jeremy Scott, Luxury Fashion Houses, Moschino, Moschino x The Sims, prints, The Sims, Top, video games

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Moschino x The Sims Capsule Collection - Fashion Trendsetter

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Moschino x The Sims Capsule Collection Inspired By the Popular Life Simulation Franchise, Will Be Launched At the Moschino x The Sims Desert Party In Indio, CA.

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If you're reading this, there's a fairly good chance that you're a seasoned online shopper. There's also a good chance that you're interested in leather jackets. But would you ever consider buying a leather jacket that doesn't physically exist? Of course not, that would be mad... wouldn't it?
Well, according to leading technology experts, virtual clothing will be a goldmine for the fashion industry in the years to come.

'But who in their right mind would pay for virtual clothing?'

To answer that you only have to look at your children or any gamers around you. In the gaming industry, consumers are already spending $100 billion per year on virtual goods. Yep, that isn't a typo. 100 BILLION DOLLARS. According to market data from Newzoo, as of 2021, 2.81 billion people across the globe are active gamers. This figure is set to jump to 2.95 billion in 2022 and 3.07 billion in 2023. That makes up more than a third of the world's population, making it the fastest growing form of entertainment on the planet, and of course, brands have taken notice.

Moschino dresses are available to buy in The Sims 4 whilst Canada Goose jackets are available in Taobao Life. In Fortnight you can now dress your avatar up in Balenciaga Triple-S trainers and backpacks. Whilst available for a limited period, you could pick up a bundle of Balenciaga goodies in the game for around 3000 'V-Bucks'. That's around £20 to you and me. You can even pick up the real version of the in-game clothes; for the hefty price of £850 you can buy a Balenciaga Fortnite hoodie -why anyone would do that is a question for whole different blog post.

As a society, we now spend so much of our time online. Whether we're working, shopping, gaming or just speaking to friends. Every time we do this, we are entering a Metaverse without even realising or knowing what that word means. Now, remember that what we wear says everything about who we are as people. As technology improves and we are constantly entering this digital space, it only makes sense that people want their online presence to resemble what they look like in the real world, or perhaps more appropriately, what they wish they looked like.

Technology is rapidly improving within the realm of VR. We already have the ability to wear virtual clothing on your real self through the use of an AR filter. Think of this as being similar to a Snapchat or Instagram filter that changes your appearance. Bespoke clothes fittings are also available through the use of 'digital tailors' who apply virtual clothes to your body by working off a photograph. Whilst all of this tech is still relatively clunky, it is getting and better all the time. The real game changer will come when augmented reality glasses enter mainstream society. This could change our entire perception of fashion, with people choosing to wear comfortable, practical clothing on the surface whilst also donning crazy virtual garments on top.

If this sounds like science fiction to you, you can be forgiven for thinking so. But the future is much closer than you think. French design studio, RTFKT, made headlines earlier this year when they sold $3.1 million worth of virtual trainers in under 10 minutes. The trainers were sold as 'NFTs' which stands for non-fungible tokens. Non-fungible means that it's unique and can't be replaced with something else. For example, money is fungible as a £1 coin can be swapped with any other £1 coin. Therefore, if you purchase an NFT, that item is one a kind and if you decided to trade it, you will have something completely different afterwards. At the moment, these NFTs can only be purchased via the use of cryptocurrency such as Ethereum.

F***ing confusing, I know. But these things are selling like hot cakes at the minute, and they don't look like they're disappearing any time soon.

Still not sold? Well, virtual clothing has many real-life plus points. Production of digital goods emits 97% less Co2 than that of real clothing. Fast fashion is one of biggest contributors to pollution and global warming around the world. VR clothing could solve this issue almost overnight. Moreover, augmented reality would allow designers to create pieces that have never been possible before, such as dresses made out of fire, or a suit made from water. At Barneys Originals we always strive for our customers to become the best version of themselves by using their outfits as a vehicle for self-expression. VR would allow people to do this beyond the realms of what was previously considered possible.

There are, however, many limitations to metaverse fashion. Although it is much more sustainable to produce, the crypto currency that is currently needed to purchase the clothing requires an enormous amount of energy to mine and mint. This is in turn counteracting any sustainability from the creation of the virtual garment. There's also a slightly dystopian, Black Mirror-esque nature to the metaverse in that it will only succeed as long as everyone is using it all of the time. The world is a beautiful place (most of the time) and the idea of altering its perception seems somewhat... dangerous. I can't get the idea of a futuristic re-telling of 'The Emperor's New Clothes' out of my head, where one day the augmented reality glasses run out of charge only to reveal that everybody is actually walking around cold and naked or donned in only grey rags. They have forgotten their true reality.

Alas, that may just be me going too far down the Ready Player 1 rabbit hole. Ultimately, there is no doubt that the real world and the virtual world are becoming more and more blurred. It will continue to do so for each generation that comes after us until the two will be more or less completely intwined. Whether we like it or not, for good or for bad, the metaverse is the future of fashion. So next time you go out shopping, you might want to pick something up for your avatar too!

About John Hassall

John is the newest member of the Barneys team and takes care of our marketing and content creation. If you've been hyped up by us on Instagram before, it's likely to be him behind the screen! As a journalism graduate and keen wordsmith, you'll definitely find John frequenting the Barneys blog more than a few times. View all posts by John Hassall →

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Into The Metaverse - The Future of Fashion

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If you're reading this, there's a fairly good chance that you're a seasoned online shopper. There's also a good chance that you're interested in leather jackets. But would you ever consider buying a leather jacket that doesn't physically exist? Of course not, that would be mad... wouldn't it?

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How Digital Fashion Could Replace Fast Fashion, And The Startup Paving The Way

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To continue to trade in the face of these challenges, fashion brands have adopted digital methods of prototyping, thereby reducing waste and lead times and streamlining physical production post-lockdown. While such global brands adapt, other fashion industry visionaries are reinventing.

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Would you pay US$4,000 for a virtual Gucci bag? This Roblox user did

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Gucci's virtual Dionysus Bag with Bee recently sold for more than its IRL version - what else can we expect from virtual fashion, and will it really become a US$400 billion industry by 2025?

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Latest Retail Technology News From Across The Globe - Charged

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As the physical and digital worlds continue to merge, high fashion is becoming increasingly entrenched in the metaverse. As reported by Forbes, Morgan Stanley has predicted that the metaverse could present a $50 billion-plus opportunity for the luxury fashion industry over the next decade.

A specific definition of the metaverse is difficult to pin down. Tech futurist Cathy Hackl, who is widely regarded as the 'Godmother of the metaverse', defines it as a "further convergence of our physical and digital lives," which will see the internet "breaking free from the rectangles in our hands, desks and walls and being all around us".

Luxury fashion brands are tapping into this tech renaissance, creating digital garments solely for our virtual identities. The metaverse is also creating new opportunities for brands to engage with a younger generation, as Gen Z are the key demographic driving and influencing digital fashion.

"Whether it's their exotic virtual pets, fashion avatars or elaborately designed spaces online - creating, exchanging, owning and consuming digital goods is the norm for Gen Z," Vue.ai founder and chief executive officer Ashwini Asokan told Vogue.

"For fashion brands that are thinking about life a decade ahead, there's so much potential. This audience right here will be their market."

Here are five luxury fashion houses embracing the metaverse:
READ MORE: Why retailers should focus on 'bricks-and-portal' instead of the metaverse

Hey @Balenciaga, what's the dress code in the metaverse?

- Meta (@Meta) October 29, 2021

Balenciaga x Epic Games
Back in September 2021, Balenciaga announced its collaboration with Epic Games, the creator behind popular computer game Fortnite. The game accounts for 400 million users across the world and over $5 billion in sales.

The brand designed four virtual outfits and various accessories for Fortnite avatars, available for players to purchase through the game. Limited edition physical Balenciaga x Fortnite merchandise was also available through the brand's shop and website.

Balenciaga has also created its own separate business division, solely dedicated towards the metaverse and its future lucrative opportunities.

"The usability of digital fashion is the point that's missing, but that's making gigantic steps every day," said Balenciaga chief executive Cédric Charbit at Business of Fashion's annual Voices gathering.

"Right now the climax of interaction with a luxury brand is that you click like, or comment or buy - something I think we can get to a next level."
READ MORE: Paris Hilton launches metaverse business on Roblox Gucci x Roblox
In May 2021, Gucci collaborated with metaverse and gaming platform Roblox, launching a space called Gucci Garden. The digital experience was based on a real exhibition on show in Florence to mark the brand's 100 th anniversary.

Just like the physical exhibition, the Roblox Gucci Garden offered multiple, immersive themed rooms, paying homage to various Gucci campaigns. Players entered through a virtual lobby and their avatars could view, try on and purchase digital Gucci items to be worn in the game.

"Fashion brands have to go where other people are not going. The whole point of a fashion brand is to stand out," Metaforce co-founder Allen Adamson told AP.

He believes that Gucci's biggest return on investment from the Roblox tie-up "is to become part of that generation's world".

"No one shares ordinary," Adamson added. "My avatar wearing a Gucci belt is a little different and perhaps even catchier for a certain audience than spotting a real Gucci bag on the street."

Gucci creative director Alessandro Michele also described the metaverse as new territory, telling AP that "fashion has become more than a boutique along the street in a capital".

"I think we are in a phase when maybe the world wants to go beyond the industrialised revolution and doesn't know how to do it. Especially now, in this phase of the pandemic, it is a big chance to accelerate changes."
READ MORE: Tommy Hilfiger reveals Roblox collection as metaverse craze continues Ralph Lauren x Roblox
Ralph Lauren has also dipped its toes into the metaverse sphere, launching The Ralph Lauren Winter Escape in partnership with Roblox.

The game features an exclusive gender-neutral digital clothing collection comprised of eight winter sportswear looks. Players can try on and purchase clothing to customise their avatars at Polo Shops within the experience.

"Our engagement in the metaverse is a natural extension of our lifestyle brand which, at its core, has always been about stepping into the worlds of Ralph Lauren," said Ralph Lauren's chief digital and content officer, Alice Delahunt.

"Our partnership with Roblox builds on years of digital innovation and underlines our belief in the opportunity that virtual spaces and economies present - especially when it comes to the next generation of consumers."

You're invited to Ralph Lauren: The Winter Escape on @Roblox

A first-of-its kind winter experience, Ralph Lauren on #Roblox presents the ultimate holiday adventure

Join us on Roblox at The Winter Escape: https://t.co/1ZC9EMdyJ2#RLxRoblox #RLHoliday pic.twitter.com/Dhb9J3Uk8b

- Ralph Lauren (@RalphLauren) December 8, 2021

READ MORE: Melania Trump voices support for Bitcoin after NFT platform launch Burberry x Tencent Games
In November 2020, Burberry collaborated with Tencent Games, creating designs for popular Chinese online battle game Honor of Kings.

Riccardo Tisci, chief creative officer at Burberry, designed the clothes, known as skins, for the character Yao. The skins featured Burberry's iconic trench coat and tartan patterned clothing.

"By allowing our Chinese customers to explore virtual products through the medium of online games, we can connect with our communities in a way that really resonates with them," president of Burberry China Josie Zhang told the BBC.

"We want to empower our community to explore their surroundings, whether it is online or offline."
Balmain x Barbie
Balmain and Barbie announced a new collaboration this month, featuring a ready-to-wear fashion and accessories line and three non-fungible tokens (NFTs).

Three unique Barbie avatars, each dressed in pieces from the collection, will be auctioned off online by mintNFT. The highest bidders will not only receive exclusive ownership of the avatar, but also a one-of-a-kind real-life Barbie-scaled version of the doll.

"As a fashion house committed to innovation in unexpected and joyous ways, Balmain, under Olivier Rousteing's creative direction, is the perfect partner to translate the iconography that is unique to Barbie into a modern iteration of digital art and physical fashion," said Mattel's chief executive officer and president Richard Dickson.

Combining the architecture of fashion and the new architecture of #web3, we're proud to share that our 1st #NFT drop is with @Barbie X @Balmain on @flow_blockchain .

Sign up to earn exclusive #POAPs and tickets to the live drop event: https://t.co/sEhZ60zPHX pic.twitter.com/9GJMBe0MsO

- mintNFT (@mintnftofficial) January 6, 2022

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The top 5 high fashion brands embracing the metaverse

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As the physical and digital worlds continue to merge, high fashion is becoming increasingly entrenched in the metaverse. As reported by Forbes, Morgan Stanley has predicted that the metaverse could present a $50 billion-plus opportunity for the luxury fashion industry over the next decade.

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The market for digital collectibles is booming, but does it present a real opportunity for brands, or is it just a passing fad?
When a shoe collaboration between design studio RTFKT and digital artist Fewocious netted around $3.1 million earlier this year, the fashion world sat up and paid attention. More than 600 pairs sold out in seven minutes. The shoes were issued as non-fungible tokens, or NFTs, unique digital assets authenticated by a digital ledger known as a blockchain. With appetites for unique virtual assets surging, more fashion companies are looking at how they can tap the market; even Rimowa is launching NFTs. But is this a long-term opportunity or just a passing fad? In the latest episode of The BoF Podcast, deputy editor Brian Baskin speaks with Benoit Pagotto, co-founder of RTFKT, Karinna Nobbs, co-CEO of NFT marketplace The Dematerialised, Amber Slooten, co-founder and creative director of digital fashion house The Fabricant and editorial associate M.C. Nanda about ways fashion can tap into the NFT gold rush.
Virtual fashion isn't just about gaming anymore, and that could open up a whole new marketplace for digital skins and on-trend avatars. "Within this new NFT space, people are starting to see the value of digital items," said Slooten."You're able to sort of create that new, endless way of expressing yourself."
The fashion industry has yet to fully tap into the NFT opportunity, and doing so will mean becoming more open to collaborations. "Nobody [is] sharing anything with each other [in fashion] because they're afraid it's going to get stolen," said Slooten.
Proponents of NFTs say the recent boom is no flash in the pan, but a mark of a paradigm shift. "This is fundamentally going to change digital ownership, creative structures, the creative economy, how we view money even," said Nobbs. "This is bigger than the Internet."
Related Articles:
What the NFT Gold Rush Means for Fashion
NFTs for Fashion: Fad or Opportunity?
Gucci Is Selling $12 (Virtual) Sneakers

Join BoF Professional for the analysis and advice you need. Get 30 days for just $1 or explore group subscriptions for your business.

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what the nft gold rush means for fashion

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‎The Business of Fashion Podcast: What the NFT Gold Rush Means for Fashion on Apple Podcasts

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The market for digital collectibles is booming, but does it present a real opportunity for brands, or is it just a passing fad? When a shoe collaboration between design studio RTFKT and digital artist Fewocious netted around $3.1 million earlier this year, the fashion world sat up and paid attentio...

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What is Crypto Fashion? | Anthony Day, IBM - Digital Fashion & Art

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Since Martine Jarlgaard first tracked the lifecycle of a garment in 2018, blockchain technology has grown in relevance. In this episode our guest Anthony Day explains crypto fashion and it's power to transform the fashion industry.

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The metaverse can be defined as a simulated digital environment that uses augmented reality (AR), virtual reality (VR), and blockchain, along with concepts from social media, to create spaces for rich user interaction mimicking the real world

Metaverse is a term that is formed by combining the two different words including Meta and Universe. It is basically a digital space in which digital objects and things represent the digital people.

Purchase and monetize real estate. ...

Create scenes, games, and other VR experiences. ...

Express yourself through customizable avatars. ...

Meet and collaborate with remote colleagues. ...

Socialize and make new friends. ...

Shop for real and virtual products. ...

Attend concerts, trade shows, and learning events

Fashion brands bet on digital clothing Fashion brands are betting people will spend on virtual outfits in the immersive digital world known as the metaverse.Digital fashion makes everything traditional fashion does—shirts, dresses, pants, hats, shoes, and accessories—but none of it is tangible. Instead, customers “wear” digital clothing through augmented reality and digitally altered photosThe concept is to get people to wear their clothes more rather than dumping them in the wardrobe. “On average a garment in the UK is worn just 4 times.” Once you've digitized your wardrobe, the app prompts different combinations of outfits to wear, and in so doing, help reduce your carbon footprint.In virtual fashion design software, designers have the opportunity to create a pattern, sew, apply any functional or decorative details and change the fabric of an item.

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We've been progressively living in what's known as the metaverse. The metaverse is nothing more than the internet breaking through a two-dimensional barrier into a three-dimensional world.

Although the word comes from science fiction, the commercial prospects presented by this rapidly evolving convergence of digital and physical are quite real. The metaverse arose from gaming, where users already spend over $100 billion on virtual products each year.

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New Metaverse Paradigm - Digital Fashion and Virtual Clothing

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​Door Drops are a powerful and cost-effective way to market your business. Whether you are a high-growth eCommerce brand or a national charity, Door Drop marketing drives engagement with a wide audience.

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In this article, discover what D2C marketing is, why it’s on the rise, the pros and cons of using this model in business, and an example of a successful D2C company.

What is D2C marketing?

D2C (direct-to-consumer) marketing has been around for decades. It’s a marketing strategy that involves manufacturing and selling products to people directly, eliminating the use of wholesalers and retailers. In other words, the sales process is less interrupted and more tailored to the customer. Nowadays, that sales process tend to happen on e-commerce websites and even social media instead of physical stores.

While there is no single recipe for success in the direct-to-consumer market, there are some key characteristics that successful D2C brands share. These attributes include:

Bringing measurable innovations to well-known products or services

Investing heavily in brand design at an early stage

Upholding transparency to back up a bigger purpose

Delivering educational, interactive, and social experiences

Listening and responding to customer needs

Converting customers into fans

Focusing on digital marketing and data

Nailing the brand website’s look, feel, and messaging.

But mirroring these traits of prosperous D2C brands is not enough. There’s a lot more to a direct-to-consumer model than you might think.

What’s so good about D2C marketing?

The D2C sector flourished during the height of the pandemic. While traditional retailers struggled with broken supply chains and rapidly changing consumer needs, D2C brands came out as clear winners. How so? Their personalized, highly innovative, and cost-effective approaches.

Also, the direct consumer interaction that occurs from start to finish improves internal data and removes the risk of intermediary retailers warping messages. In that light, the D2C marketing model provides a boost in reach and communication with a brand’s target audience. That’s why D2C companies can increase affinity with their customers and enhance their experiences.

After all, the point of production is to provide solutions to people and not make profit the sole, boring reason for being in business.

D2C marketing – it’s growing!

Although the pandemic clearly contributed to a surge in D2C popularity, the graph below shows its acceleration as a trend.

The high search volume from this year indicates that more brands want to choose a D2C marketing model. This means more brands will likely go digital to reach a wider consumer audience and avoid the high overheads of renting physical space. What’s more, this shift to e-commerce supplements a global remote workforce. And if you haven’t noticed yet, Akepa embraces this remote working drift.

If you’re still not convinced of D2C’s merits, here are a few benefits of taking the direct route to the audience you want to reach.

D2C marketing advantages

Affordable marketplace entry. It’s not that difficult to quickly set up an online store using platforms such as BigCommerce or Shopify.

Direct control over brand presence. A company has the authority over its brand messaging, reputation, and customer service.

Direct access to customer data. D2C marketing lets an organization get closer to the target audience – to location, social media profiles, and purchasing preferences. This means a brand can create personalised experiences.

No cap on the number of products. Amazon aside, most leading brands want sellers to have only a small portfolio of products.

High-profit margins. Cutting out intermediaries allows a D2C brand to maximise revenue and further invest in marketing strategies.

A stronger relationship with customers. D2C marketing allows the opportunity to engage directly with the target audience, leading to more trust and customer loyalty.

Greater innovation. Products can be manufactured on a small scale to test a target audience’s response and gather feedback to refine the product.

These D2C marketing pros paint a pretty picture on the business canvas. Yet, that’s not to say that D2C marketing is the best approach for every brand. There are some cons too…

D2C marketing disadvantages

In the precariousness of the modern marketing landscape, brands across every sector are facing challenges.

Some D2C marketing disadvantages include:

Difficulty to convert. When starting out, many D2C brands offer free trials or low-cost products to lure people in. While this strategy can prove effective, some folk end up cancelling trials before any payment is due.

Need for a variety of skills. Knowledge in several fields is essential to D2C brands – from marketing, to web development, to customer service, all the way through the production process.

Lack of prioritization. Old-school leadership often treats D2C as an afterthought, preferring other priorities that are better understood.

Supply chain hassles. A brand that creates its own products can potentially run into stock issues.

Managing customer returns. D2C returns can be a major issue, as they can cut profits, demand larger warehouse space and additional workers, and require dealing with wonky logistics.

Increased competition. A natural side effect of D2C’s lower barriers to entry is that a plethora of brands are jumping on board. In other words, the pressure builds to have a distinct brand identity, unique selling point, and extraordinary value proposition to stand out from the crowd.

Despite these few drawbacks, it’s relatively easy to adopt a D2C model.

D2C marketing strategies that work

The type of marketing a company implements makes or breaks its brand. But effective marketing requires knowing how to convey a brand message to a target audience to drive sales and growth.

Here are some of the top D2C marketing strategies that can help sustain brand growth throughout 2022 and beyond.

Simplifying products

Tapping into influencer marketing

Embracing user-generated content

Creating branded content

Providing superior customer support online

Making quick decisions based on data

Focusing on customer retention

Offering a generous return policy

Rapidly trying and testing new approaches

And on that note, meeting the needs of eco-minded folk requires setting a long-term sustainability agenda that gets some goodwill going.

Sustainability benefits

People have grown sceptical of brands, watching a company’s every move. With that in mind, companies are compelled to lift the veil on internal matters such as sourcing, manufacturing, and supply chains. This transparent approach kindles trust and thereby generates more sales. Brands that don’t prioritise a sustainable business model may just vanish into thin air with this new generation of conscious buyers.

According to The Economist Intelligence Unit and LLamasoft, “More than a third of retail executives worldwide noted growth opportunities and cost savings as top reasons to adopt a strategy around supply chain sustainability.” That said, D2C brands clearly have the edge in terms of blending sustainability into their supply chain – as is the case with the sustainability-focused shoe crafters, AllBirds.

A standout D2C brand: AllBirds

Source: Allbirds

In the past, popular brands manufactured shoes of dubious quality at the expense of the environment. Rampant consumption of these fast fashion products has been detrimental to the overall health of the planet.

AllBirds is one of the brands changing the paradigm.

The D2C brand ditched synthetic polyester and started manufacturing sustainable shoes using natural material. To begin with, the company faced multiple difficulties since a sustainable manufacturing infrastructure was non-existent. Still, the organization conquered those early challenges to create a lasting brand. As a B Corp, AllBirds consider environmental conservation as non-negotiable and have prioritised reducing its environmental impact from day one.

What makes AllBirds an innovative brand in the D2C footwear industry is the way the company interacts with customers and its choice to refine products to their simplest form. The business operates exclusively in a direct-to-consumer model and draws on its reductive design philosophy to create a differentiated customer experience. This is why this D2C company is now valued at over $1 billion.

View AllBird’s sustainability report here.

Another example of a successful D2C brand is one of our own clients:

SANVT

Source: SANVT

We asked founder, Benjamin Heyd, for an insightful quote about the D2C model. He wrote back to us and said:

“Being able to sell directly to consumers has been the true enabler to put our brand’s philosophy into action. At SANVT, we want to offer outstanding quality at a fair prices. In traditional (fashion) business models this is not possible, as whole and retail stores add extra margin, ultimately resulting in higher prices. We’ve cut out those middlemen, and by selling online from our warehouse in Germany, we’re able to keep our markup at 2-3x rather than the traditional 6-8x.”

D2C is likely here to stay

All things considered, the desire for more authentic brand engagement continues to rise — which is a sign that the direct-to-consumer model might be here to stay. However, there are questions that surround keeping the D2C model viable into the future. It’s going to be interesting to see how D2C brands remain at the vanguard of marketing and customer service.

Akepa helps all sorts of sustainable brands to grow and succeed, including many D2C brands. If you’d like to discuss how we can help, then get in touch.

Celesté Polley

Celesté is a content writer, creative photographer, pianist, avid birder, environmentalist at heart, and Earth wanderer from South Africa.

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What is D2C Marketing? Meaning, Examples, Pros & Cons

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Direct-to-consumer (D2C) marketing has been around for decades, and it’s likely here to stay. But what are some of its pros & cons?