Building on Zepeto: How Fashion Brands Are Doing It?
Building on Zepeto: How Fashion Brands Are Doing It?
Zepeto Brand Research Part 1
Digital fashion innovation on platforms like Zepeto has become a cornerstone for brands looking to captivate the next generation. "Building on Zepeto: How Fashion Brands Are Doing It?" delves into this fascinating intersection where fashion meets technology.
We explore how iconic labels like Gucci, Crocs, Bulgari, DressX, Ralph Lauren, Zara, UGG, AMI Paris, Instituto Marangoni, and Nike are redefining fashion in the digital realm.
From virtual showrooms and exclusive digital collections to engaging metaverse experiences, this article offers a comprehensive view of how these fashion giants are adapting to the metaverse.
Let’s uncover the strategies, digital innovations, and immersive experiences that are setting new benchmarks in the industry.
1. Gucci
Projects:
Gucci Cruise 2024 Fashion Show
Timeline:
Gucci Ancora : Launched in September 2023, ongoing development
Gucci Cruise 2024 Fashion Show : Released in May 2023
Strategy:
Gucci targets GenZ on Zepeto, blending high fashion with digital experiences, marking Gucci's strategic shift into the metaverse and showcasing its approach to engaging consumers in the digital world.
Digital Items:
Gucci Ancora : Virtual items including clothings, bags, accessories and perfumes.
Gucci Cruise 2024 Fashion Show : Exclusive season items and photobooth.
Virtual Space:
Gucci Ancora : A digital recreation of Gucci's Milan Fashion Week show and Brera district, virtual shops where users can try and purchase digital items including Gucci beauty, perfume, and fashion. Users also can play Hide and Seek games with others.
Virtual Events and Marketing:
Gucci Ancora & Gucci Cruise 2024 Fashion Show : Live-streamed of the runway show, leveraging user-generated content.
Gucci Ancora : Zepeto users had exclusive opportunities like early access to Gucci’s Spring 2024 collections.
Highlights:
The virtual space, digital fashion item stores, runway shows, games, and social media events are designed to foster not just one-off interactions but more complex and long-term engagement with users.
2. Crocs
Projects:
Timeline:
#CrocsxZEPETO Personalize Your Classics Design Contest : ran from September 8th to 22th 2023
Crocs World : Released in October 2022
Strategy:
Crocs is focusing on the K-pop and Gen Z markets. This strategy targets both ZEPETO user base and Crocs' own digital audience, blending these communities for broader reach.
Digital Items:
Offering 25 virtual wearables including a contest-winning design.
Virtual Space:
Crocs World: A theme park space decorated with Crocs shoes, where visitors can ride observation trains or roller coasters. Crocs World features interactive experiences including video booth, photo booth and gameplay opportunities.
Virtual Events and Marketing:
Engaging users with photo and video booths with hashtag events on Zepeto and other social media.
#CrocsxZEPETO Personalize Your Classics Design Contest : Users can design Classic Clogs with Jibbitz charms. Winning designs became virtual items on ZEPETO and real clogs. Contest winners also received various Crocs items and ZEPETO coins.
Crocs World : The 20th Anniversary After Party with K-pop group ‘aespa’, their global ambassadors, virtual live event for the celebration.
Highlights:
This partnership merges virtual and physical worlds, creating "phygital" products that engage users and boost creativity, especially among Gen Z who value personalization and self-creation.
3. Bulgari
Project: Bulgari Sunset In Jeju Pop-Up
Timeline: Launched in August 2022, the line coincides with the 2022 Resort Collection.
Strategy:
Bulgari offers a virtual experience that parallels its physical stores and by leveraging celebrity influence.
It seeks to establish long-term brand loyalty among young, high-end consumers.
Digital Items:
Virtual collection including jewelries, bags and accessories.
Visitors can complete quests within the metaverse to receive Bulgari Resort Collection items and signature accessories, such as the B.Zero1, for their avatars.
Virtual Space:
A virtual pop-up store named "Bulgari Sunset In Jeju," mirroring its physical counterpart in Jeju Island, South Korea.
Virtual Events and Marketing:
A virtual live event with its global ambassador, Blackpink Lisa. This event allowed fans to interact with her avatar, including taking virtual selfies.
Leveraging interactive quests to attract a younger audience.
Highlights:
Making luxury brands accessible and familiar to the younger generation.
Leveraging a K-pop celebrity ambassador.
4. DressX
Projects:
Timeline:
Bodysuit Collection : Released in November 2023
Graffiti Collection : Released in November 2022
Halloween Collection : Released in October 2022
DRESSX x Monica : Released in September 2022
Strategy:
The company aims to cement its position in meta fashion by launching collections on various platforms, including Zepeto. They offer a dynamic mix of AR wearables and avatar fashion.
Digital Items:
17 virtual wearables including clothes and accessories. Available for Zepeto avatars and in AR through DressX
Virtual Events and Marketing:
DRESSX x Monica : Released 5 collections in collaboration with Monica Quin, Zepeto's leading virtual fashion influencer.
DressX's approach to marketing involves frequent updates on their official account and cross-platform availability to maintain relevance in digital wardrobe curation.
They engage Gen Z by syncing with Zepeto's social media buzz and dance challenges.
Highlight:
Enabling users to express and build their identities within the metaverse, providing a "meta closet" for the digital lives of a new generation.
Digital-only collections cater to a growing audience that values virtual experiences as much as physical ones.
5. Ralph Lauren
Project: Ralph Lauren X ZEPETO
Timeline: Launched in August 2021
Strategy:
Partnership creates three interactive digital spaces, immersing users in the brand's essence.
Ralph Lauren has adeptly targeted GenZ by creating spaces that embody the brand's identity, extending beyond fashion collection showrooms to include cafes and boat games.
Popular in Asia, it aligns with Ralph Lauren's market focus, making its iconic style more accessible through affordably priced digital clothing.
Digital Items:
Virtual collection features 12 looks with over 50 items, including exclusive limited edition skateboards
Virtual Space:
World of Ralph Rauren : Users can explore interactive spaces like the Madison Avenue Flagship Store, Ralph’s Coffee Shop, and a virtual Central Park.
Virtual Events and Marketing:
A virtual live event with K-Pop band TOMORROW X TOGETHER at the Madison Avenue Flagship on ZEPETO
Social media content post event with their brand ambassador
Highlights:
This approach resonates with GenZ's preference for spaces that offer a diverse and comprehensive lifestyle experience. It makes GenZ to spend more time in the platform.
6. Zara
Project: Zara's Digital Fashion Collections in Zepeto
Timeline:
Fairy Magic Idols Collection : released on May 11th 2023
Valentine’s Tale : released in Feb 2023
Y2K Creatures : released in September 2022
Lime Glam Capsule : released in April 2022
AZ Collection with Ader Error : released in Dec 2021
Strategy:
Zara's strategy focuses on engaging younger audiences through a blend of physical and digital fashion items. The brand aims to merge technology with fashion, marking a significant step towards premium positioning in the digital fashion realm.
Digital items: Includes a variety of avatars, digital accessories, and interactive elements like Snapchat lenses, complementing their physical collections.
Fairy Magic Idols Collection : The collection blended a "phygital" approach, including 6 denim pieces, 4 tops, 2 bags, 2 sandal styles, and 2 beauty items. All products were available for purchase on the Zara website.
Valentine’s Tale : The collection featured 9 avatars and 22 digital items
Y2K Creatures : The phygital collection includes 10 items : a vest, three sweaters, a heart-shaped top, a strapless dress, feathered flared pants, two skirts, and various accessories.
Lime Glam Capsule : The collection featured 8 items including platform sandals, satin dresses, a distressed denim jacket and beauty products.
AZ Collection with Ader Error : The collection featured a range of items: oversize down jackets, coats, suits, patchwork knitwear, two styles of jeans, shirts, long scarves, wool hats, messenger bags, backpacks, sunglasses, caps, and three types of sneakers.
Virtual events and Marketing:
The brand embraced interactive marketing, launching user outfit contests on Zepeto and other social media platforms under the "XZepeto" hashtag.
They awarded Zepeto coin as prizes, fostering community engagement.
They also introduced branded walls, floors, and photo booths, enhancing the overall brand experience.
Highlight:
This project reflects a new way of thinking, a community that aims to expand boundaries and embrace its own unique identity and personality.
Zara captures the lives of young people who are pioneering their own personas.
It's impressive how Zara launches collections with different concepts simultaneously in Zepeto, adding a special value of exclusivity through limited editions.
They actively utilize attractive visual content infused with GenZ culture.
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7. UGG
Projects:
“UGG World” in Zepeto
"FEEL HOUSE" Pop-up Store
Timeline:
"UGG World" launched in Zepeto in November 2022
The “FEEL HOUSE” offline pop-up store opened in Seongsu, Seoul in November 2022, ran until December 3rd
Ugg virtual collection released on Zepeto in February 2022
Strategy:
UGG aims to bridge the virtual and real worlds, targeting a digitally-savvy audience. The strategy focuses on immersive experiences that blend physical pop-ups with virtual interactions, showcasing UGG's innovative approach in engaging customers across multiple platforms.
Digital items:
Includes avatars wearing UGG footwear and apparel, aligning with their physical collection.
Virtual space:
"UGG World" in Zepeto: reflects UGG's signature fleece texture and offering an interactive digital experience parallel to the physical pop-up. Users can experience gamifying activities and try on the new UGG's apparel at the showroom.
"FEEL HOUSE" Pop-up Store: this pop-up store was open in Seongsu area, Seoul. It offered various digital interactive experiences with Zepeto avatars. It could have been experienced both online and off-line.
Virtual events and Marketing:
"FEEL HOUSE Goodie Bag" giveaway event: Users could participate in the event by uploading their picture on Instagram. Taken in the pop-up store offline or at the UGG World on Zepeto app.
"UGG World" in Zepeto: UGG promoted a shareable photo-spot in their virtual world. They also opened a photoshoot contest inviting users to try new collections and share contents taken from the booth to win coins.
Other marketing activities included posts on UGG Korea social media, celebrity ambassadors, influencer collaborations, inviting celebrities and influencers to the pop-up store.
Highlight:
The partnership is notable for its dual presence in both physical and digital realms.
Particularly notable in this collection was the concept of a fluffy space, where avatars could lie down, presenting a unique and detailed branding approach possible in virtual spaces.
8. AMI Paris
Project: AMI Paris X Zepeto
Timeline: Launched in April 2023
Strategy:
AMI Paris promotes Parisian culture across Zepeto showcasing their brand identity.
Popular in Korea and Asia, AMI Paris' move to Zepeto targets GenZ, reflecting an understanding of the tech-oriented preferences.
Digital Items:
15 virtual wearables from the Spring-Summer 2023 collection.
Virtual Space:
AMI Paris virtual world–recreated the Parisian district of Montmartre with iconic landmarks.
Virtual Events and Marketing:
AMI Paris enables users to create and share postcards within the virtual world on their social networks to win AMI Paris items IRL.
They provided a dedicated e-commerce page to purchase the actual collection.
Highlights:
AMI Paris strategy enhances their narrative using imaginative methods, inviting users to a romanticized virtual dream city.
Central to this is 'phygital'—merging physical and virtual collectibles.
9. Instituto Marangoni Miami
Project Name: Istituto Marangoni Miami's Fashion Education Partnership with Zepeto.
Timeline:
Marangoni - The Miami School of Fashion : launched in January 2022
Announced the ZEPETO SCHOLARSHIP CONTEST in November 2021
Strategy:
Istituto Marangoni Miami(IMM)'s collaboration with Zepeto is aimed at revolutionizing fashion education by integrating 3D design and virtual reality. It targets students and emerging designers with a focus on metaverse-ready skills. The partnership emphasizes developing talent for the digital fashion industry.
Digital items:
Students at IMM create digital clothing collections using Blender software, which are then showcased and sold on Zepeto.
Virtual space:
Marangoni Miami World : Features a virtual map of IMM’s campus, offering an interactive digital experience of the school’s environment and resources.
Virtual events and Marketing:
IMMXZepeto offered a $50,000 scholarship for metaverse fashion talents. Participants must create a 5-piece collection on Zepeto, judged by IMM panelists. IMM promoted this event on their official website, social media and YouTube channel.
Highlight:
This alliance prepares students for a future where real and virtual fashion coexist.
Positions Miami as an influential hub in the dynamic fashion industry.
The introduction of a scholarship program captures student interest.
10. Nike
Projects:
Timeline:
Nike Land released in November 2022, ongoing development
Hangang Park Nike Zone released in November 2020
Strategy:
Nike's strategy targets GenZ by creating immersive brand experiences in the metaverse. This includes integrating digital and physical retail, aiming to increase brand engagement among a demographic known for individuality and fluctuating brand loyalty.
Digital items:
Virtual items including Nike sneakers, clothes and accessories
Special collections such as National Football Team uniforms
Virtual space:
Hangang Park Nike Zone : Reflecting the space created to mirror Hangang Park in Seoul. Activities include running along the Jamsu Bridge, trying new items at Nike House.
Nike Land : Seoul's Gwanghwamun Square-inspired space features a soccer field and Nike store. Users can play soccer games with others, try on new items, choose and hold flags of countries they support, watch and cheer for the games.
Virtual events and Marketing:
Hangang Park Nike Zone : Receiving Nike item rewards after completing quests, promotional video watching, and a link to the Nike website. Also launching “PlaygroundforAll” challenge event that required participants to take photo with new Nike items.
Nike Land : Complete quests to collect Nike soccer balls, and earn bonus points by playing mini soccer in Nike outfits.
Organising 2023 Nike Football Jersey Style Event.
Style with Nike reward event : creating a style using newly released NIKE items and share on social media with hashtags.
Highlight:
Nike's approach reflects a sophisticated understanding of the digital retail market, focusing on trend-sensitive young consumers and pioneering a unique commerce model in the metaverse.
CONCLUSION
We have seen how leading brands like Gucci, Crocs, Bulgari, DressX, Ralph Lauren, Zara, UGG, AMI Paris, Istituto Marangoni, and Nike are uniquely blending fashion with cutting-edge technology.
For a new fashion customer base familiar with the metaverse, collaborations between Zepeto and fashion brands can be very exciting.
Zepeto has a diverse fan base and community with various interests. Therefore, simply launching digital collectibles may not be highly appealing to them.
This brings us to an important question: What other compelling reasons are there for digital-native audiences to own digital collectibles and stay in brand virtual spaces?
Fashion brands should focus on creating integrated experiences beyond just fragmentary projects. From interactive showrooms and various reward events to collaborations with celebrities and 'phygital' products that connect with actual merchandise.
A mix of strategies provide sufficient reasons for GenZ to join, experience and consume the brand.
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