Zara joins the metaverse and sells virtual clothing with Gucci and Ralph Lauren » Galicia Skip to contentGaliciaNacionalC. ValencianaIdeasTrendshoyfinanzas.comInvestmentSocial InvestorED LibrosDiario Gol
Interface of web zepetoBy Eila R. Filgueiras
The fashion industry transcends the metaverse. The latest trend is no longer online sales and e-commerce, but virtual clothing. Zara, the flagship of Inditex, has signed up to sell garments made of pixels through an agreement with the South Korean Ader Error.
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With this collaboration, Zara has begun to sell virtual clothing on the Zepeto platform, an application that allows the user to enter a fictional universe and socialize with other people through avatars. But she is not the only one who has entered the metaverse. Gucci, Ralph Lauren, Dior, Nike, Adidas and Puma also offer their clothes on this app, while brands like Balenciaga and H&M have a presence on other similar platforms.
To better understand Inditex's investment, it is necessary to know what a metaverse is and how Zepeto works. Metaverses are improved versions of existing online experiences, such as the Second Life video game, the Habbo Hotel website, or even Club Penguin used by the smallest members of the household. The user registers, becomes a character and moves around the virtual world interacting with other people.
One of the most popular features is that the avatar, which is the physical appearance of the character, can be customized. All users are interested in their having a good look, because that is how it will be perceived by the rest of the players, and that is what fashion brands play with. Until now, video games or platforms of this style offered garments designed by the game itself. An avatar can now be dressed in official clothing from brands like Gucci, Adidas, Puma and Zara.Ralph Lauren and Zara stores in Zepeto / ED
All of them are in Zepeto, an application developed by the South Korean giant Naver Z Corp and launched in 2018. It currently has more than 200 million registered users, with a female profile of between 14 and 25 years. Players can interact in various "worlds" such as jungles, cafeterias, cities, classrooms, amusement parks, shops, beaches...
Everything inside Zepeto (and all metaverses) is virtual, but the money used is real. If the user wants to dress her avatar in Zara clothes, he will have to pay for it with 'zems', some gems that can be bought with real money. The feather coat that Zara offers on the platform, a replica of a real one, costs 21 'zems', the equivalent of €1.50.
Ralph Lauren also sells pixels on Zepeto. Their prices are a little higher: a jacket is 40 'zems' (€2.82). Adidas and Nike, on the other hand, sell clothes that can be paid with another type of currency that is achieved by winning objectives and not with real money.