Alibaba’s luxury shopping platform Tmall Luxury Pavilion launches an immersive metaverse experience and a Meta Pass that grants free access to the virtual experience.
Alibaba Tmall Luxury Pavilion
The star of the initiative is Alibaba’s luxury shopping platform Tmall Luxury Pavilion, which launched in 2017 with the goal of revolutionizing traditional brick-and-mortar shopping experiences using the power of AR and 3D technologies.
The platform, which now features more than 200 luxury brands, has announced the debut of its most immersive metaverse experience. It is launching a virtual fashion show, as well as the launch of a Meta Pass, which grants free access to the e-commerce giant’s metaverse.
The pass entitles the holder to access premium services such as priority shopping for products and access to the brands’ offline activities.
This Meta Pass package will include blockchain-certified digital securities. Consumers will be able to redeem these warrants for rare editions such as Bogner’s 90th anniversary snowboard, an oversized Max Mara sweater from the Fall/Winter 2022 collection, Burberry’s signature Lola bag and Marni’s fleece-lined Pablo sneakers.
The platform will be updated with a series of digital updates and events this month.
China has been an early adopter of the metaverse, with its largest tech companies driving adoption.
Its two largest cities, Shanghai and Beijing, have already launched plans for citywide deployment of web3 products, including incubation programs for startups.
Alibaba’s investment in the extended reality market gained momentum in late March this year after leading the $60 million funding round of augmented reality glasses maker Nreal.
And now, the company looks set to use that technology to incorporate luxury brands into its intuitive metaverse platform.
Janet Wang, head of Alibaba’s luxury division, comments on her company’s new immersive luxury shopping experience, “Before “metaverse” became a buzzword, we had already transformed this buzzword into a commercial reality.”
Wang was referring to Tmall’s Luxury Pavilion, which celebrated its fifth anniversary last week.
Leading brands such as Richemont, Kering, LVMH and OTB have already showcased their products on the platform, allowing visitors to try them on in an immersive XR experience.
The company has now scheduled an AR fashion show in collaboration with Vogue China and a roster of top artists on September 22.
The company will give some of the fashion followers within Alibaba’s ecosystem a free Meta Pass, giving them entry into the company’s metaverse.
“The digital world can offer consumers the same, or even better, shopping experiences and luxury brand identities as in the real world,” Wang added.
The metaverse has become the focus of retail brands, especially those in the fashion industry.
Companies are leveraging its rapid consumer adoption to establish deeper connections with their customers, while exploring alternative revenue channels.
Nike has already demonstrated how companies can achieve success by combining their brand authority with NFTs.
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