The direct-to-avatar economy – Marketingfacts

Hoppenbrouwer made a number of fascinating statements in his story. According to her, clothing is meant to color someone’s identity. The way you dress ensures that you can easily connect with like-minded people. Virtual clothing makes the impossible possible. For example, in the online world you can wear a jacket consisting of flames or human tears. She hopes that our digital wardrobe will be bigger than our physical wardrobe, because in the digital world we can simply use more materials, which will make our wardrobes fuller. Digital clothing will not perish either.

An interesting concept that Hoppenbrouwer introduced is the so-called “direct to avatar” (D2A) economy. This new economy allows brands to create unique products that can be worn, worn, or owned by people online (or avatars).

So, the business is done directly with the digital identity, the physical identity is left aside. D2A is the new D2C. As more and more people begin to appreciate the value of digital properties, Hoppenbrouwer says that the future of consumerism lies in virtual products.

Digi-Sapiens are the next generation fashionistas.theythey have grown up in the digital age and dress up as themselves to hang out on digital platforms. From gender-neutral and conscious clothing to fashion as activism, they value self-expression, diversity and inclusion. Digi-Sapiens number around 3.5 billion people worldwide, with more than 55% of the total purchasing power.

There is FOMO between brands. According to High Snobiety’s Luxury 3.0 report released last week, if you fail to build cultural credibility, you risk not being relevant to the next generation as a brand.

Cultural credibility for the new luxury consumer is driven by stories, tradition, belonging, and community. Uscalling this new approach Luxury 3.0, reflecting the Internets evolution towards Web 3.0. And like Web 3.0, which is characterized by the decentralization of traditional sources of authority, Luxury 3.0 represents a profound shift in which individuals and communities have more control over the narrative than ever before.

Together with the fans, in a call meta-community, you build the stories and narrative worlds around your brand. This should lead to an experience that will have fans going crazy for you. Hoppenbrouwer showed it beautifully in his presentation. Consumers have to become participants behind Web3’s back. They have to share the success of a brand.

The articles that colored the metaverse even more this week are the following:

1 Looking more and more like Kim Kardashian

Why are we becoming more and more like Kim Kardashian online? “There is something strange about the simultaneous appearance of highly realistic deepfakes and advanced digital filters: the physical and digital faces gradually approach each other almost completely. Even knowing that we are throwing our effigies into an unknown database, we are not scared of our photo.s to share online. It’s nice to see how the digital mirror image can be distorted, like a distorted mirror or a makeover, and some people go a step further: they experience the filter as more beautiful or more appropriate, and try it with makeup or cosmetic procedures. . to mimic the digital face in real life. And as we change our physical faces digitizeThe data we share during that process is used to make truly digital faces, like deepfakes, appear more realistic, so real they’re indistinguishable from the original.” Nice article by journalist Eva Hofman. A must read! And also read my own article “Everyone with the same Instagram face” that appeared on Marketingfacts in early 2020.

2 Anti-Vaxxers flip Bieber

Anti-vaccines are freaking out over Justin Bieber’s facial paralysis – Pop singer Justin Bieber took to Instagram this week to announce that he had to cancel a series of concerts due to the effects of Ramsay Hunt syndrome, which has left some of his his face temporarily paralyzed. . The anti-vaccines saw his opportunity.

These were, of course, the direct consequences of Bieber’s corona vaccine. Also look at his wife, Hailey Bieber, she had a mini-stroke in March, after which she had to undergo heart surgery. She was also vaccinated. So a clear story… The wappies also announced their strange theories on TikTok. It’s downright terrifying to see how easy it continues to be to spread misinformation. Eva Vlaardingerbroek also proved on a TV show that she has the necessary medical knowledge…

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