Kate Spade, the New York-based fashion brand, is entering into the metaverse to offer brand new shopping experiences.
It has been reported that the brand is inviting its customers to shop its autumn 2022 collection in the metaverse. In addition to online shopping, the brand offers an interactive space where clients can shop for new bags while exploring a virtual New York townhome.
However, the immersive virtual world is set to launch on September 7 on Kate Spade's official site. The three bags for sale in this virtual experience are the Dottie small bucket bag, Sam Icon mini tote, and Patisserie 3D croissant clutch – the last of which won't be available anywhere else on the company's site.
The report said that the experience includes customizable Kate Spade wallpaper and a record player where you can play music. The brand debuted its physical two-day pop-up shop in New York in April, and it's now extending into the virtual space with help of metaverse advertising service Arlene.
Likewise, shoppers will be able to move room-to-room, eventually ending up in the kitchen where they can purchase the exclusive croissant clutch. Kate Spade is not the first fashion brand to explore new technologies as a way to appeal to customers.
Gucci partnered with gaming platform Roblox in 2021 to invite players to a virtual Gucci Garden. Prada ventured into NFTs. But Kate Spade executives said that they have no plans to follow suit.
Jenny Campbell, the CMO of Kate Spade, said this launch is all about community.
Thus, Campbell added:
"This idea of community coming together, that feeling, really lends itself to immersive storytelling. It's not something you want to do only in 2D."
Source: Business Insider