The shopping platform Tmall Luxury Pavilion, which belongs to the Alibaba Group, is now celebrating its fifth anniversary. As Fashionunited reports, the Chinese retail group naturally wanted to celebrate the anniversary well and therefore organized a fashion show with numerous luxury brands. As befits digital retail, this did not take place on a physical catwalk, but in the metaverse.
The future of retail
The virtual shopping palace Tmall Luxury Pavilion has always tried to modernize the shopping experience. Virtual clothing items were also presented in this way during the Shanghai Fashion Week in 2018. For its fifth anniversary, the parent company wanted to take it a step further and held a full-blown fashion show on September 22 in the digital world of the Metaverse, which is owned by the Facebook parent company.
Organized in collaboration with Chinese Vogue, the event sent mascots from the participating brands onto the virtual catwalk instead of real models. Among others, the luxury brands Burberry, Max Mara and Bogner were there.
The highlight: As the Alibaba portal Alizila reports, viewers should even be able to interact with the modeling mascots. For example, you can ask them to take a selfie together.
Meta Pass offers exclusive access to products
A new feature that Tmall introduced at the event is the so-called meta pass. This gives customers advance access not only to new products, but also to other exclusive services.
One of these exclusive offers are vouchers certified through the blockchain. For a limited time, customers can exchange these for select products, such as an oversized sweater from Max Mara’s current winter collection or the popular Lola handbag from Burberry.
Is the Metaverse worth it for your brand?
Whether or not it’s worth entering the Metaverse is a question that worries many brands worldwide. Alibaba would like to remedy this and is working with consultancy firm Roland Berger on a white paper that should clarify this question. The target group of the white paper are mainly luxury brands that want to conquer the Chinese market.
The fashion show and white paper are all part of Alibaba’s business strategy, which has long focused on the digital world. “Before ‘Metaverse’ became a buzzword, we made that buzzword a commercial reality,” said Janet Wang, head of luxury at Alibaba.