Alibaba Group launches luxury shopping experience in the metaverse

Alibaba is launching a new, immersive shopping experience in the metaverse on its Tmall Luxury Pavilion platform.

The shopping platform will host an AR fashion show accessible to select brands and give shoppers an exclusive ‘Meta Pass’, which confers priority digital access to brands’ products.

In recent years, the space has deployed 3D shopping, augmented reality and virtual reality try-ons for products, digital avatars and digital collectibles.

This month in Shanghai, luxury executives also attended an awards ceremony and explored an exhibition on extended reality.

“Before ‘metaverse’ became a buzzword, we had already transformed this buzzword into a commercial reality,” Alibaba head of luxury division Janet Wang said.

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Major brands including Richemont, Kering, LVMH and OTB have already showcased their products on the platform allowing visitors to try them on in an immersive XR experience.

Next up will be an AR fashion show in collaboration with Vogue China and various artists. Brand’s mascots will strut their stuff down virtual runways on September 22, with viewers on the Tmall Luxury Pavilion’s platform able to interact with the mascots by taking selfies with them.

Also this month, followers of fashion within Alibaba’s ecosystem can claim a Meta Pass, free entry into the ecommerce giant’s metaverse. The pass gives the holder rights to luxury services such as priority purchase of products and admission to brands’ offline activities.

Part of this package will be digital warrants certified on the blockchain.

“The digital world can provide consumers with the same, or even better, shopping experiences and luxury-brand identities than in the real world,” Wang added.

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