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After the Metaverse single-handedly brought digital collections such as virtual real estate and NFT avatars to fire in 2021, there is now a new fashion trend set off by virtual clothing.
In appearance, virtual clothing looks more exaggerated and imaginative than the clothing in the real world, but the biggest difference between the two is that buyers of virtual clothing cannot actually wear these clothes, and can only use technical means to put them on. Real photos and virtual clothing are combined into pictures or videos.
Some netizens commented that this is selling QQ shows under the banner of Metaverse, and whoever buys it is a big injustice. But others believe that virtual clothing is becoming a new trend, opening up new ideas for connecting the Metaverse with the real world. In the competition for the development of the Metaverse, is virtual clothing a new means of harvesting or a real industry trend?
Virtual clothing “expensive” is not real
It is not wrong at all to complain about virtual clothing as a QQ show. Without considering the concept of the Metaverse, virtual clothes give people the feeling of “wearing clothes in the virtual world”-although this description is somewhat sci-fi, but the current virtual clothes are generally different from the actual look and feel. There is no difference between game skins or special effects filters on short video platforms. But it is such an ordinary virtual product that has been endowed with extremely high value.
The Fabricant, a digital fashion company based in Amsterdam, the Netherlands, is one of the first companies in the world to try to make “digital clothing”. In 2019, The Fabricant, together with Dapper Labs, a well-known blockchain game company, and Johanna Jaskowska, an AR filter designer, used 2D clothing pattern cutting software and 3D design software to create a game called “Iridescence (meaning ‘rainbow’)”. virtual clothing. Thanks to the expressive power of powerful rendering technology, this haute couture dress has a very realistic appearance, judging from the final display image, it looks like a colorful rainbow flickering and floating in the air.
In addition, it is a traceable, tradable and collectible digital artwork based on the blockchain network. In the context of the prosperity of the digital economy set off by the blockchain at that time, it became a symbol of successfully mapping the real world to the digital world, so the transaction was finally completed through the blockchain network at a price of up to $9,500.
After seeing the success of the “rainbow dress”, world-renowned clothing brands have also begun to pay attention to the trend of virtual clothing. The gold glass dress NFT designed by the international first-line luxury brand Dolce&Gabbana set a new record for virtual clothing at a price of nearly 700,000 US dollars (about 4.46 million yuan). In 2021, with the Metaverse concept taking the world by storm, Balenciaga has also established a Metaverse business unit, Gucci and Burberry have also launched their own virtual clothing, and Nike has hired a designer who specializes in virtual sneakers, and launched a number of online products. virtual sneakers.
The world’s big names have entered the virtual clothing, not only to “get hot spots”, but to see the real benefits behind it.According to Morgan Stanley’s forecast, with the blessing of Metaverse, luxury brands will expand their potential market by more than 10% in 2030, bringing more than $50 billion in revenue growth to the entire industry.
The reason why Morgan Stanley makes such a judgment is mainly because the traditional clothing industry has certain sunk costs in the transportation links from raw material procurement, commodity production to retail terminals. The production of virtual clothing directly saves the physical production process, reduces a lot of operating costs, and clothing companies do not have to face the problem of handling inventory when the season changes.
Secondly, in the design process of clothing enterprises, virtual clothing can be used as a template for design, modification and display, which greatly reduces the cost of design and production. In addition, the production of virtual clothing also has a significant effect on reducing carbon emissions. Relevant data show that making a virtual garment can reduce carbon emissions by 97% and save 872 gallons of water. In this way, “unreal” has become the advantage of virtual clothing.
Metaverse QQ show reaps the big injustice?
According to the usual practice, the new trend of the industry that the international big names are optimistic about should quickly sprout in the country through the “copy to China” model, but the domestic traditional clothing enterprises do not seem to have much interest in virtual clothing. However, this does not prevent trend designers and fans of encrypted assets and NFT collectibles from bringing virtual clothing to China’s social network, allowing more ordinary people to know this new species.
In March this year, the Chinese designer brand ANNAKIKI officially returned to the offline physical show of Milan Fashion Week. Under the theme of “<Post-Human Code>”, it launched the 2022 autumn and winter NFT virtual clothing capsule series. In order to promote the event, Daxiu officially invited a group of female stars such as Jike Junyi to post pictures of themselves wearing NFT virtual clothes through personal Weibo. Among them, Jike Junyi “wears” a silver dress, which has a strong visual conflict with the real background, and the exaggerated shape once aroused the onlookers of netizens.
In fact, not all virtual clothes are extremely exaggerated and full of sci-fi. For example, the first NFT dress posted by Internet celebrity Zhou Yangqing on Xiaohongshu, except that the forearm and neckline are made of metal texture, the overall It looks little different from the common haute couture dresses.
Compared with the astonishing prices of luxury brand virtual clothes sold in early media reports, the virtual clothes for ordinary users are not too expensive. Even in August last year, the blue bow virtual dress that Di Ali Gerba wore when he appeared in “NYLON” magazine, the official price was only 120 US dollars (equivalent to RMB 764). On the mainstream digital design platform website, Tribute Brand official website, most of the virtual clothes are priced between $30 and $80, and the only challenge is that the virtual clothes on the platform are often sold out quickly, making people Not even a chance to be “taken”.
The hot sale of virtual clothing also happened on the Xiaohongshu platform. In January this year, Xiaohongshu launched a digital collection distribution platform called “STEP INTO R-SPACE”. According to the observation of Jingzhe Research Institute, many personal designers on the platform have released virtual goods such as virtual clothing and virtual accessories. As can be seen from the product list, many virtual clothing works have been sold out in less than a month after they were released, and the prices of these sold-out products range from a few hundred yuan to several thousand yuan.
Interestingly, some designers have also launched limited-edition products in conjunction with the current “520” special promotion node. For example, the virtual clothing is limited to 52 copies worldwide and priced at 520 yuan, and the virtual holiday gift box is limited to 200 copies worldwide and priced at 49 yuan. This special commodity strategy of combining virtual and real while keeping pace with the times made people suspect that traditional e-commerce was re-employed in the Metaverse industry.
According to Jingzhe Research Institute, buying virtual clothing is not as simple as buying a QQ show. Buyers usually need to provide a full-body photo as a composite material as required, and leave an email address, and then they will be sent after 10 to 15 working days. Receive a composite photo. In order to ensure the final film effect, some merchants will also give specific suggestions on the standing posture and camera angle. Compared with buying game skins, the consumption experience of virtual clothing is more like the feeling of buying retouching services online.
Packaging virtual value with new consumption
For ordinary people who do not understand the background of encrypted assets and the Metaverse, it is difficult for them to understand the value of virtual clothing. Because at the sensory level, what consumers finally get is just a composite photo and a video. In addition, virtual clothing cannot bring more product experience. However, in the eyes of insiders, the popularity of virtual clothing is not only a phenomenon that new products are recognized by the market, but also reflects the new changes in the consumption concept of young people and the huge industry prospects brought to the virtual industry.
Xiaolin, a post-95s blockchain technology enthusiast and digital asset investor, told Jingzhe Research Institute that although virtual clothing cannot be worn outside, buyers can share pictures and videos of themselves wearing virtual clothing on various social platforms, so virtual In addition to its aesthetic value, clothing itself also has the function of social currency.
“Just like the singer JJ Lin, NBA star Curry and other public figures who spent hundreds of thousands to buy an NFT avatar, they think this is a popular and very cool thing, so they are willing to pay for it. And in the same An identity is also formed among the people who buy these products.”
According to Kobayashi, in fact, the concept of virtual clothing appeared very early, but it did not attract as much attention as it is now. After the concept of the Metaverse became popular all over the world, virtual clothing was re-noted by some digital economy companies and designers. “And from the actual situation, the actual operation of some international big names is a bit hot. For example, the virtual clothing and virtual fashion shoes launched by LV and Nike in cooperation with some games are essentially ‘winding up’ the skin in the game. , so that players can query the unique address of the entire network through the blockchain network to prove the number limit and uniqueness.”
Kobayashi believes that based on the product itself, it may be difficult for virtual clothing to reflect its value, but companies can use this incident to show that they are always at the forefront of the industry and use it as a symbol of corporate status. “There is another key point. In the past two years, Metaverse and NFT have been hot spots that young people have paid great attention to. It is understandable for these traditional companies to take the initiative to attract the attention of young people. After the sugar-free bubbles became popular in the past few years, Wahaha Don’t traditional companies like Nongfu Spring and Nongfu Spring begin to sell similar products? This is to use the new consumption thinking to package the virtual economy. It doesn’t matter whether the things you make can be used or not, it’s the most important thing to catch up with this wave of trends.”
The 32-year-old Da Liu is also a digital asset investor. In his opinion, the early digital assets are difficult to be promoted due to the lack of connection with real life, but NFT and virtual clothing have embodied the concept of digital assets, so It is easy to be understood and accepted by novice investors, which has found a new breakthrough for digital assets to enter the mass era.
“Before 2021, when we were talking about digital assets, it was almost impossible to let Xiaobai, who has never been exposed to it, understand what it was in a sentence or two. But starting from NFT, we have seen more and more novice investments. Those who are willing to join in.” Da Liu believes that as Internet natives, Generation Z has a natural ability to understand and adapt to new things such as digital goods, so they can naturally accept NFT avatars and virtual clothing. assets. “And the producers of these new things are also trying their best to cater to young people’s preferences. For example, most virtual clothing adopts the design style of cyberpunk and futuristic and technological sense. In the eyes of young people, share this kind of picture. Going to a social platform is a very personal thing.”
But where there is hot money, there are always pitfalls. Jingzhe Research Institute has learned that since the final delivered content is usually just a composite picture, there are cases of counterfeiting virtual clothing products in the form of P pictures. Consumers who do not understand the principles of virtual clothing production are often difficult to identify such scams. However, there are currently platforms that can provide real-time group photo services. Buyers can directly put on the clothes they purchased in the AR camera to take pictures. Because of the technical rendering, the clothes fit and the synchronization effect in the motion state are shown in the photos. It will be better, and this can also be an effective means of identifying “P-pictures”.
“In addition to fake and shoddy, there is also a very important problem that some virtual clothing is NFT, but some are just a picture service.” According to Xiaolin, although the buyer finally received a picture, but Virtual clothing NFTs are generally issued on well-known blockchain projects with a large number of users, and usually require the use of tokens issued by the project as transaction settlement methods. And those products that can be directly purchased online with a RMB account are essentially just “on-chain” after the picture is synthesized, and then an address that can verify the uniqueness of the right is generated to the buyer.
“To put it simply, one is the genuine product sold through official genuine channels, and the other is a high-quality imitation product bought through unofficial channels. There may not be a big difference in product quality, but there will be a big gap in market value.” Xiaolin also reminded that since the secondary market transaction of digital collections is not currently supported in China, virtual clothing does not yet have the possibility of value-added realization. If it is because of personal preference, it will be the same no matter which one you buy, and you can even use the RMB account directly. Virtual clothing, on the contrary, will be liked by more people because of the convenience of payment.
The biggest difference of virtual clothing is that although it is a digital commodity, its presentation method integrates the virtual world with the real world, allowing people to see a world that combines virtual and real.
Just imagine, if everyone will have a digital identity in the Metaverse that is completely consistent with the real world in the future, even if the law does not require it, I am afraid that most people will not choose to walk naked in the virtual world.Moreover, the virtual world releases the physical space limitations in reality, and any ingenious creative design can be realized. What kind of clothes will you want to wear by then?
Returning to the development process of digital assets, it can be found that from the early certificates issued based on various public chains to the current NFTs and virtual clothing, they are just a string of codes at the physical level, but from the process of their sequential appearance, it can be seen that By now, things in the real world have gradually developed towards being programmable. This also means that the grand narrative of the Metaverse is getting closer to the real world step by step.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/when-young-people-snap-up-qq-show-in-metaverse/ Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.