Hello everyone, this year as the second year of the meta-universe, not only the major media platforms announced to join the meta-universe, but also the luxury universe big names also began to participate in this game, launching the meta-universe goods.
It sounds a bit outrageous, I haven't even entered the meta-universe, and you have started to operate (cutting leeks) in it?
(I don't know what the metacosm is, you can see this article "What does the metacosm have to do with me?") I still have to work when I go in" to understand. ）
But if you think about it carefully, if one day the meta-universe shines into thousands of households, the virtual products we bought in advance will become the first generation of antiques in the meta-universe, and it is good to pass it on to future generations.
And some things just happen silently, subtly.
The well-known fashion movie "The Witch Who Wears Prada" said that there is a "blue sweater" theory: you think that the blue sweater you wear on you is the result of your own choice, but it is actually a group of people who let you choose, and you don't know.
Popularity is sometimes top-down, runways, celebrities, KOLs, malls, and finally marketing to you. As long as you are in a benchmarking society, you will eventually be unconsciously affected.
You have to believe that the money invested by capital is never untargeted.
Anyway, know thyself and know the other, never lose a battle, let's take a look at what luxury big names have been laid out in the metaverse today, and what they really want to do.
Big-name layout
First of all, let's talk about the brands that are laid out in the metacosm, and their operations are more macro-oriented, but they are also interesting.
Some operators understood at a glance, and some operators were confused by the second monk.
GUCCI
Because I like GUCCI the most, let's talk about what it does.
GUCCI is primarily working with The Sandbox to launch its own virtual world. Simply put, The Sandbox is like a real estate developer in the metaverse, GUCCI bought land and a house, and commissioned The Sandbox to build a fashion area belonging to GUCCI.
As we all know, in today's minimalism is prevalent, GUCCI is still unswervingly taking the extremely traditionalist route, and if the extreme complexity wants to be accepted by consumers, it will actually be more difficult than minimalism, and it needs more scene construction to set off.
Now many GUCCI store settings and its show and designer concept, in fact, is too plain, there is no way to fully reflect the spirit of design.
Once everyone can enter the metaverse, consumers can better feel the metaverse world of GUCCI and feel the beauty of maximalism.
Personally, I am still looking forward to the metaverse world of GUCCI, especially after I have seen GUCCI's watch commercials.
This kind of unreal fantasy in the complex three-dimensional world should be very interesting if it can be seen through the metacosm or VR technology.
Lauder
First of all, when I saw that the small brown bottles all had NFTs, my first reaction was that the subway elderly looked at the mobile phone face.
Excuse me？ I buy clothes in the meta-universe, even if it is time to play games to buy skins, why do I buy skin care products? Maintain the avatar's face? Isn't that just fine with the data?
But take a closer look, in fact, whether it is the small brown bottle NFT launched by Estée Lauder this year, or the "MetaOptimist" launched by the sub-brand Clinique last year, they did not sell at all, all of them were sent out.
The President of Clinique explains this by saying, "We are always looking for opportunities for innovation to provide consumers with unique and engaging ways to interact. ”
From this point of view, it is not so much that Estée Lauder Group wants to make money in the meta-universe, but rather that others are engaged in the meta-universe, and they cannot be left behind, to give consumers a novel experience, enhance user stickiness, and also take advantage of the meta-universe to enhance brand awareness.
Although it will also face the consumer's question mark face is it.
Zara
I didn't want to say Zara, after all, we know what happened to Zara before, but I think, being a human being still has to take its essence and go to its dross. So we still talk about the actions of people in the metaverse.
In simple terms, it has partnered with the avatar social game Zepeto to launch the Lime Glam series, which includes virtual clothes, pants, eye shadow, nail polish, shoes, and even floor walls.
It's a bit close to the skin you buy LV on LOL, but with a few more parts than the skin.
Burberry
If the above is too abstract, then Burberry is closer to reality, a bit of a naked-eye VR meaning.
Burberry has placed the huge 3D screen luxuriously in Beverly Hills, and the deer in the classic check come to life, as if to break through the screen and run towards you.
The Burberry family has been promoting fawn as a brand image in recent years, but due to the impact of the epidemic, it has delayed the process a bit.
This fawn is very practical, not only promotes the naked-eye VR technology, such a large fawn in the city center can really make people associate the fawn and Burberry, deepen the brand image, after all, the visual impact is too big.
The fawn will be displayed in China, New York, Japan, South Korea and other places, and people in the vicinity can go and see it.
Bottega Veneta
When other brands entered the meta-universe world with great fanfare, BV's family came to a seemingly progressive and non-existent action.
First it closed Ig, and then developed its own application.
This app is not convenient for you to shop online, but to let you feel the virtual space related to BV (as if the essence is also to sell goods).
Use this app to scan green objects to see the "mysterious virtual space" that BV has created for you.
Image source: Vogue
In other words, it makes you a surrealist filter, one of which is very good-looking, and treasures that like this style can be played next.
The only drawback is that the watermark of this BV cannot be removed (nonsense people developed it, of course, there is a watermark).
This way it feels a little more gradual, it will not come up and pull you into the metaverse, but let consumers gradually accept this visual surrealism or VR sense.
Wait until the time is ripe to build a channel for people to enter the metaverse, so that consumers will not have the idea of "what the hell are you doing".
You see this kind of metaverse, NFT that does not mention half a word at all, but you can inexplicably think of the operation of the metacosm, in fact, the level is very high.
Artist Co-branding and Behavior
This part is partly about the joint names and behaviors of big names with artists or other industries, and in this part we can see both the drastic improvements of the big names and the caution of the small test knives.
HUBLOT Hublot
Because luxury watches are too old money, I didn't think about it at the beginning, how could they start to engage in NFTs.
Unexpectedly, there is always one in the peer who wants to make a head bird, and it is actually Yu Gang.
Hublot directly cooperated with the well-known Japanese artist Takashi Murakami to launch two NFT products, which is also quite bold.
Why do you say that Hublot is bold, the general universe big names will not make too outrageous when they engage in nft, at least it is like a thing, at most a little cartoon.
Unexpectedly, Uha directly came to a digital art, and at a glance, it was simply a combination of Plants vs. Zombies and Bubble Dragon.
Takamoto Murakami and Hublot watches
Childlike fun is really childlike, interesting is also really interesting, is not too extravagant style, maybe this is also where people are bold and enterprising.
Rainbow Limited Edition $10600
Although they are only for the holders of this watch, they also have to sigh that they play a lot.
Black Diamond Limited Edition $27,300
The first person to eat crab may have gout or may directly call "true fragrance".
Hermès Platinum Bag
Engaging in rights protection has gotten into the meta-universe, everyone did not expect it, and it is the big name of the universe that did this thing - Hermès.
The reason for this is also very simple, the well-known digital artist Mason Rothschild released a series of NFT platinum bag art collections, and without hermès authorization, he dared to sell for forty thousand US dollars, and Hermès himself sold fifty or sixty thousand (not counting the distribution), completely ignoring Hermès.
The funniest thing is that Mason Rothschild himself complained to the media that those who imitated it on the Internet infringed on its Metabirkin.
To make a not-so-appropriate analogy, it is as if the big name of the universe was copied by the universe fast fashion, and the universe fast fashion was copied by the universe e-commerce.
You see, before we enter the metaverse, people can reproduce the relationship chain of real society.
I can only say that it doesn't matter, I can't afford it anyway.
Balenciaga
Balenciaga has been in the limelight in recent years, the design style has always been avant-garde and futuristic, and playing with these things in the meta-universe is also a bit of a handy feeling.
For example, their family and Fortnite, a futuristic game, have partnered to launch something that I'm used to call skins, and they call nft.
Like changing the Balenciaga explosive daddy shoes to cross pickaxe shoes, or changing the same explosive hourglass bag to a glider, it will make people exclaim, and they didn't expect to play like this.
It can be seen that this improvement is a painstaking effort, rather than simply printing the logo, and it also makes people feel that the real world has somewhat limited the play of creative director Demna Gvasalia, who may be more suitable for being a future designer.
By the way, Balenciaga itself has developed a game,"After world," which everyone can play when they have time, probably an adventure game set in 2031 (although many people use it for inspiration).
Tiffany & Co
Tiffany, we will not introduce more, a large number of American national jewelry brands. People have also begun to go to the Haiyuan universe.
Simply put, it bought Okapi NFT from Tom Sachs Rocket Factory, because this person specializes in rocket-related art paintings, and there happened to be a rocket that used Tiffany blue, so Tiffany came to the door and bought a rocket.
It costs $380,000 to buy a rocket painting? Even if they launch a physical rocket model in combination, there are some...
Puzzling.
By the way, if you want to launch the rocket, they will also send you a video of the rocket launch.
Reasonable, the idea is very good, but I really don't understand, I watched the news for half a day, I didn't understand what this has to do with selling jewelry, go to the moon to sell jewelry?
Maybe I am too small to know that people are in bush for a while, and this is probably the gap between ordinary people and capital?
The problem is that Tiffany also didn't make any statements explaining how this was related to their future plans or what impact it would have on consumers.
On the contrary, it is another thing, but it is easier to understand. It was Alexandre Arnault, vice president of Tiffany, who bought an NFT avatar for about $416,000.
This avatar is also quite famous, the cryptopunk series, there are a total of 10,000, and now this 10,000 avatars are basically six figure dollars each.
Alexandre Arnault bought this avatar and gave it a physical jewelry, which personally feels better than the flat avatar, or maybe because its real material makes me feel more intimate.
But Alexander Arnault's dad, the head of the LVMH Group, reacted mediocrely to both the NFT and the metaverse, and we'll talk about that right away.
Louis Vuitton
This kind of thing in the meta-universe, our kind and serious and lively Louis Vuitton of course also have to mix a foot, in fact, LV has been active in the freshest things for so many years.
What to do with joint names, sell skateboards, make skins for League of Legends, make trophies of suitcases, you think you can see it everywhere.
But they didn't really count the metaverse, that is, they developed a game with an NFT called Louis: The Game.
This is still done to commemorate the 200th anniversary of the founder's birth, in fact, the whole game is considered to be an exploration card draw game, except for prizes (very valuable NFT postcards), none of which involves NFTs or metaversics.
Why? Because Bernard Arnault, chairman and chairman of the LVMH Group (former Tiffany vice president his dad), shouted meta-universe in a high-profile voice at the 2021 annual results call:
"Selling virtual sneakers for 10 euros, we are not interested in this."
So we cue to this multi-brand today, except for Tiffany, LV has a little relationship, none of them come from the LVMH Group.
Although it is also said later that "we must see which 'universes' are really profitable", it is clear that the LVMH family is silently watching how much to pay for the metacosm, and when to pay.
And now, based on the fact that most people still don't know where the entrance to the metaverse is, this universe and commodity system that is being built obviously has a long way to go, and we can only choose to be a qualified melon-eating masses.