Digital Fashion
— Augmented Reality in Fashion
Digital Fashion is anything worn online or digitally. These outfits cannot be worn in real life but that doesn’t downgrade its importance, it elevates it. Including tech in fashion leads to higher creative executions in wearable, newer styles and trends developing, and also an overlap of digital elements connected to your real life clothes. The digital world in itself has grown to become a very powerful and steadily increasing economy.
The notion is similar to how the sports industry uses digital goods in Fantasy Football or Fifa. People spend on digital goods that make a statement. Additionally as digital goods gain popularity and traction, their influence trickles down into the real world and tangible goods as consumers take on the new trends. Considerably, it could be said that this is more of a collectors business — setting trends in the consumer’s market. Adidas & Nike are the 2 most engaged brands in digital collectibles. Adidas launched their first fashion NFT collection into the Metaverse in late 2021. They also partnered with brands like Bape and Bugatti for 6 collaborative NFT Collections.
How can it drive measurable engagement and generate revenue?
Engagement: Owning limited-edition digital garments or customizing them with AR filters creates a sense of exclusivity and self-expression in online spaces like virtual worlds or social media avatars.
Revenue: Digital fashion thrives on a collector’s mentality. Brands can sell unique digital garments as NFTs (non-fungible tokens) or offer tiered subscriptions for access to exclusive digital clothing lines.
Read more about How to use AR in Fashion and What is AR in Fashion here.
