Kate Spade joins the metaverse with virtual fashion installations that give guests early access to its fall collections.
Kate Spade in the Metaverse
U.S. fashion brand Kate Spade is joining the metaverse. They have revealed this by inviting everyone to their metaverse townhouse. Their marketing director, James Campbell, revealed that they still have plenty of stock as most brands are embracing web3 in their company.
@katespadeny is entering the #metaverse for the first time by inviting customers into a virtual townhouse. The gamified, space rewards visitors by giving them the chance to be the first to purchase three new bags from the brand’s autumn collection. https://t.co/KKvFDDB6wZ
— Vogue Business (@voguebusiness) August 31, 2022
What will visitors have?
Through their virtual installation, their guests will be able to get early access to their fall collections. In addition, they will have the opportunity to explore their interior decorating skills through an interactive game.
The brand is giving visitors access to three new handbags that are not yet online. The bags are a Patisserie 3D croissant clutch, which is more associated with food. And the “Dottie bucket bag” and the “Sam Icon mini tote” are regular bags.
Visitors can also tour the rooms of the digital house, while creating custom Kate Spade wallpapers, adding a message to the “wall of kindness” and trying out virtual instruments.
The brand has prepared new bags for the project, which are appropriately located in the kitchen. Users can choose from three styles that are not yet available online: the Patisserie 3D croissant clutch, the Sam Icon mini tote and the Dottie bucket bag.
In addition, this digital project follows their first physical appearance with the help of Arlene in April. However, they admitted that the initial attempt at digital was a bit demanding without the help of existing worlds like Fortnite and Roblox.
Due to its large customer base, the brand decided to establish an experience that would attract both its young and old customers to its metaverse project. It will be demanding to convince customers from an already established universe to join their project.
The virtual project is an extension of the brand’s physical pop-up that debuted in April with the help of Arlene, a metaverse advertising service. But navigating the digital space for the first time, especially without the help of an established universe like Roblox or Fortnite, is a challenge.
It can be difficult to make sure traditional consumers want to spend time with the digital experience. Kate Spade has to rely on the engagement of its existing customer base, rather than millions of Roblox users, for example, which led the brand to create a more interactive experience that would appeal to older and younger customers alike.
Jenny Campbell, marketing director at Kate Spade, told Vogue Business that the townhouse is essentially the first step in the brand’s overall metaverse strategy.
Brands and Web3
More and more brands are incorporating web3 into their business models, led by fashion giants such as Gucci and Prada. While some prefer to take the NFT route, Campbell revealed to Vogue Business that Kate Spade has no plans for NFT in the near future.
The brand’s facility will be accessible through the Kate Spade website when it goes live on September 7.
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