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Future of Fashion in NFTs: NFTs in the Clothing Industry

By Ruchi Sharma

Within the fashion industry, digital assets serving as software and ownership rights have led to a notable surge in the fashion utility NFT sector. These NFTs offer certain functionalities like access to restricted-version items, unlocking exceptional content, and verifying authenticity.

Brands and creators are using blockchain generation to tokenize digital fashion property, generate new revenue streams, and improve customer interaction. But there are still problems with sustainability, scalability, and regulations. In spite of this, the market is still growing as buyers look for cutting-edge ways to engage with fashion online, riding the wave of innovation and development at the nexus of fashion and generation.

How Do Fashion Brands Use NFTs?

Top traditional fashion firms are incorporating NFTs into their marketing strategies to boost customer loyalty, establish alliances, and produce virtual collectibles and experiences that surpass tangible goods.

For instance, users may better express their virtual identities and customize their avatars with digital treasures thanks to Adidas’ 2022 Virtual Gear line. Conversely, Louis Vuitton’s VIA Treasure Trunks and Nike’s.SWOOSH ID demonstrates how fashion labels are utilizing NFTs to provide their clients with fresh, gated experiences.Redeemable fashion NFTs have also gained popularity as a means for some brands—like Nike, Adidas, Puma, and Tiffany & Co.—looking for “phygital” experiences.

Main Advantages of NFT Adoption by Fashion Brands

News of companies collaborating with top NFT collections or creating their own tokens is not surprising, as fashion always follows trends. What, though, are the goals of combining NFTs with fashion? Is it just a publicity stunt? Let’s examine the primary causes.

Cost reduction

A single article of apparel requires a lot of resources to produce: labour costs, materials, marketing, logistics, and wages for the workers all add up to a significant financial investment. Virtual clothing, on the other hand, generates the same or even more revenue with less work.

Backup

The world was unprepared for COVID-19, which kept people confined to their houses. As a result, people stopped going out and purchasing new clothes, and sales of clothing in Europe fell by 43.5% in 2020. As a result, it makes sense for the sector to consider a fallback plan in the unlikely event that something goes wrong once more (ideally not).

New marketing opportunities

NFTs provide access to sizable metaverse user and collector groups. Once a brand establishes itself in the Web 3.0 environment, it can significantly expand its consumer base by reaching out to younger individuals.

Furthermore, firms have the option to offer fashion films, backstage pictures, and collection sketches as NFTs, generating revenue from royalties in addition to the original sale.

Customer loyalty

NFTs are a great way for brands to add to their loyalty programmes and boost customer engagement. In addition, it is typical for fashion brands to include tangible products or invitations to offline or online events as unlocking content with their non-fungible tokens. People develop close relationships with the companies and truly value these uncommon encounters.

How does NFT fashion deal with sustainability issues?

Today’s clothing manufacturing practices are completely unsustainable. The clothing sector, which also generates more emissions than international air travel and shipping combined, is responsible for around one-third of the microplastics discovered in the water.

Once major firms dedicate part of their resources to creating virtual clothing, they can prevent some of the waste associated with fashion.

However, isn’t minting NFTs not entirely ecological? As everyone is aware, producing a non-fungible token requires a significant amount of energy, but an increasing number of platforms are now making the transition to more environmentally friendly blockchains, like Solana and Cardano, or purchasing carbon offsets in order to reduce their carbon footprint.

Fashion NFTs have a long list of advantages, but there are a few drawbacks as well, including high installation costs, a lack of regulation and interoperability, and the fact that NFT is still a niche technology.

The main application of NFTs in the fashion industry

The fashion industry uses NFTs for a variety of purposes, including fractional garment ownership and the creation of wearables and digital collectibles. Moreover, NFTs provide a wear-to-earn concept and serve as proof of authenticity and ownership. Let’s examine each of the applications in greater detail.

NFT collectibles and digital wearables

The increasing demand for digital wearables due to the growing popularity of metaverses is excellent news for companies that are releasing NFT clothing and other NFT fashion goods.

Certain NFTs may possess exceptional rarity and distinctiveness, making them highly valuable to collectors. Dolce & Gabbana’s “The Impossible Tiara” and “Dress from a Dream” are two well-known examples.

However, until MetaWear appeared, there was no common marketplace where you could select from a variety of collections.

On the MetaWear platform, users may design avatars that roughly match their body types and try on virtual clothing. MetaWear produces virtual clothing from some of the top luxury and fashion labels, such as Armani, Gucci, Prada, and LVMH.

Fractional ownership

Fractional token ownership opens up new possibilities for NFT creators and holders alike.

Initially, multiple artists can collaborate on a single piece of virtual clothing, adding their own textures, patterns, or embellishments to the final product. Each time someone sells this NFT, the creators receive their respective royalties.

Digitalax uses this method to produce NFT wearables. They collaborate with freelance artists to contribute to material, pattern, and texture libraries, as well as create ERC-1155 coins.

In the interim, people can work together to purchase some pricey fashion NFT, with each individual owning a portion of the item. They are able to get virtual clothing that would otherwise be beyond their reach.

Wear-to-earn concept

According to the wear-to-earn principle, companies could reward their consumers for wearing NFT clothing with cash or other benefits. This way, businesses can market themselves and build enduring relationships with clients.

The DAVA project serves as an illustration of the wear-to-earn concept. An NFT initiative is producing 10,000 avatars (Davas) and 30,000 wearables of varying scarcity. Wearing the Dava NFTs entitles the owners to exclusive freebies, airdrops, and invitations to unique events.

Proof of ownership and authenticity

Since there are so many fakes in the fashion sector, authenticity and proof of ownership are crucial ideas. The metadata includes all the information about a brand’s origins and ownership history, making brand NFTs difficult to replicate or counterfeit.

Both consumers and fashion corporations benefit from this: the former can be certain that the products they purchase are real, while the latter may avoid losing money or damage to their brand.

You can read more about NFT use cases in fashion and other industries here. Additionally, you can view the successful conversions of collections to NFTs and their methods.

Future prospects

Fashion NFTs have proven to be highly effective in attracting brands’ attention from the media and bringing in a steady stream of new clients. However, other factors contribute to the growing popularity of fashion NFTs: tokens serve as a backup plan, create new marketing opportunities, boost customer loyalty, and potentially lessen the environmental impact of fast fashion.

Customers, on the other hand, get to experience something completely novel: owning clothing or accessories to flaunt in virtual environments.

 All of this paves the way for NFT wearables to emerge as one of the most sought-after technological innovations in the future.

Are you thinking about starting your own NFT collection and need experienced developers and consultants to assist you? The PixelPlex staff can assist you. We are capable of managing the entire NFT creation process, from creating a unique token to creating a whole ecosystem to support it. Get in contact with our blockchain developers right now, and together, we’ll introduce the upcoming exceptional NFT collection.

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