Balenciaga, Fendi, Ariana Grande – some of the biggest names in fashion and entertainment are in the metaverse, and they've cashed in on direct-to-avatar (D2A)  commerce. But the metaverse is still in its very early stages. So how can brands, understandably keen to be among the forerunners of the next technological, commercial and existential revolution, prepare themselves for what’s to come? 

In our latest Power-Up Series Session, our senior creative strategy manager, Kieran Kelly, and head of talent management, Siang Ng, were joined by a special guest: Founder and CEO of SuperSocial, Yonatan Raz-Fridman.

SuperSocial is a metaverse company that develops, publishes and operates cutting-edge games, experiences and brand worlds on open platforms like Roblox. So Yonatan, as someone who has personally helped many brands establish their presence in such emerging platforms, is an amazing source of knowledge and actionable insights for brands and marketers.

 

D2A blog imageIn the webinar, we covered the cultural factors surrounding the metaverse phenomenon and, tangibly, how brands can create new experiences for their audiences – and tap into one of the fastest-growing markets in history.

 

Scratching the surface

D2A commerce is so exciting because the metaverse – D2A’s point of purchase – is nowhere near reaching its full potential. Sure, a digital Gucci bag has sold for 350,000 Robux ($4,115 in ‘real’ money, almost a grand more than the price tag on its physical counterpart). It feels like we’re already living in the future. But according to our guest Yonatan, the platforms available today are just beginning to scratch the surface. 

 

We’re at a very early stage in the emergence of the metaverse as a phenomenon. It’s really about the internet’s transition … We’re moving to a 3D internet where hyper-social virtual spaces will be operating on a massive scale.” – Yonatan Raz-Fridman.

 

Self-expression and beyond

Hyper-social, immersive, embedded experiences are at the core of this revolution right now. And as the industry – and the technology – scale up, that’s only going to get bigger and better. 

Avatars, as digital manifestations of human beings, interacting in a virtual space where the laws of physics are meaningless, give us a glimpse of the future. They offer the kind of uninhibited, creative experience that allows us to express ourselves in new ways. It’s not surprising then, says Yonatan, that the fashion industry has been one of the first to cross the virtual barrier into the world of D2A commerce. And it’s even less surprising given recent history: the pandemic not only forced the world to figure out new, strictly digital modes of living, but it also accelerated a fundamental shift in ways of seeing.

 

[The pandemic] really pushed people into looking at virtual interaction, either in 2D or 3D, as a core modality in their overall human experience. That was cemented by tools like Zoom, enabling frictionless interaction in 2D. It also, more interestingly, introduced the concept of a 3D virtual world in a way that was relevant and exciting for people who were already immersed in such things.” – Yonatan Raz-Fridman.

 

Did you miss the webinar?

If you missed our latest The Power-Up Series Sessions webinar and want to dive deeper into D2A commerce, click here to listen to the whole conversation.

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