New York Fashion Week Comes to the Metaverse with Norcia

Christos Macridis

Independent fashion designer firm Nolcha Shows opens the world of design exclusively to newcomers with a virtual reality fashion event at the Ward Trade Center during New York Fashion Week.

Attendees will have the opportunity to experience breakthrough technology that brings fashion to the metaverse, virtual avatars, augmented reality and digital wearables.

The two-day web3 event will be held on the 69th floor of the iconic 3 World Trade Center. Unlike his traditional NFT events, the goal is “to bring together the web2 and web3 communities to create a new destination, or highway, where they can work together,” said co-founder of the Norcia show at New York Fashion Week. said Arthur Mandel,

Fashion shows are invite-only events and the number of people that can be accommodated in the venue is limited, but by using web3 technology, we hope that “everyone can experience Fashion Week, not just some.” ,” said Mandel. Attendees can use augmented reality to see what different clothes look like on the runway without having to physically change clothes, allowing them to be more creative with fashion styles than ever before.

These runway shows will kick off on September 13th at 2pm, featuring web3 native brands in ready-to-wear, and a panel discussion will begin on September 15th at 12pm.^thprovides an opportunity to share and exchange ideas about the impact of web3 on the fashion industry.

Vatom Chief Marketing Officer Brian Wallace said: “It’s about creating a whole new direct engagement channel with customers where they can reward and incentivize their behavior on an ongoing basis.”

While many brands have traditionally viewed NFTs as an interesting show-and-tell technology, they are now in the “what now” phase. “You get people’s attention. How do you increase brand and customer engagement,” he says Wallace. The difference between a successful web3 project and a non-successful web3 project is the one that is customer facing and engaged.

“We have to align the technology we see with what people want and provide entry points and access … we just need to get to the point where there is a really easy entry point for people to participate. ” Jacqueline Blackburn of Scout Ventures.

NFTs offer a new direct engagement channel to reward and incentivize consumers for specific behaviors on an ongoing basis. Marketers no longer need millions of dollars in advertising dollars to create content consumers don’t want to see. Instead, web3 puts consumers in ownership of their data, so brands need to win customers by delivering value.

“NFTs are not just about intellectual property, monetization, or new ways to engage with customers. , providing opportunities for co-creation and supporting local creators, voting on collaborations and managing real-time supply chains,” said Paula Kilgariff, web3 Fashion Retail Activation Consultant and Instructor.

Some of the innovation is also taking place on virtual land. For example, LandVault has built approximately 100 million square feet of land in its branded metaverse. “The Metaverse is the 3D version of the internet, so as we grow into the new age of the internet, all brands and businesses need to understand how the new platform works. Founder Sam Huber said:

Metaverse spaces are not constrained by the same degree of physical or geographic restrictions, thus offering opportunities to gamify brands and build virtual experiences. “Every campaign has a different purpose. This is different from web2. It’s not about specific numbers or a single campaign, it’s about recreation and entertainment,” said Huber. Because these web3 experiences naturally tend to attract more interested consumers to their products and services, brands can see much higher engagement and sales conversion rates, sometimes as high as 70%.

“Future stores are dynamic, downloadable, immersive interactive experiences that allow customers/communities to interact with brands and have a say and stake in products and services,” said Kilgarriff. .

Nolcha Shows promises not only to provide attendees with a stimulating and engaging experience in person, virtually, but also to pilot a series of innovative web3 use cases that will change the fashion industry forever. increase.