Tommy Hilfiger has put its foot in the metaverse door with the launch of a “decentralised presence”, powered by virtual retail tech developer Emperia.
The initiative has premiered during Decentraland’s Metaverse Fashion Week that will run until March 31, launching across such platforms as Decentraland, Roblox, Spatial, DressX and Ready Player Me.
Day 2 at #MVFW23: What have we got in store? Our specially curated space and artworks designed by the one and only @VinnieHager is up. Drop by to experience it, unlock and win an emote, and much more. Enter at https://t.co/0FtfWkqy6U. #TommyxVinnieHager #TommyHilfiger pic.twitter.com/uXvOjYR04C
— Tommy Hilfiger (@TommyHilfiger) March 29, 2023
The hub was structured to resemble the brand’s TH monogram and features digital fashion, artistic work from Vinnie Hagar, AR Features, NFTs, a photo booth, as well as gaming and community-focused competition to create AI fashion.
It was created by ecommerce company Emperia, which has previously powered such brands as Ralph Lauren, Lacoste, Dior Beauty and others.
Emperia’s central hub will allow users to seamlessly move between these virtual worlds.
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The hub will also offer four exclusive product items, such as a Tommy Hilfiger Varsity Jacket – a product which will enter both digital (through the digital platform DressX platform and Ready Player Me) and physical worlds (through Tommy Hilfiger’s ecommerce platform).
“Metaverse retail experiences have the potential to solve user experience, data analysis and online engagement issues retailers have been struggling with from the inception of e-commerce,” Olga Dogadkina, co-founder and CEO of Emperia, said.
“The new Tommy Hilfiger hub brings together all platforms and centralizes virtual and physical, allowing for easy transition between platforms and enabling the direct sale of goods, both physical and virtual, with one simple checkout process.”