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Clarks enters the metaverse
The Metaverse - a place with endless possibilities and the world everyone wants to be a part of. So many brands and individuals are now fighting to be the new best thing in the metaverse, but as we all know there is a place for everyone. One of the brands that has just recently come up with a great experience for the younger fans is the British footwear brand Clarks with its new project the Cicaverse.
Ph. Tauhidah Abdul (Unsplash)
Clarks creates ‘The Cicaverse’ making a debut into the metaverse through Roblox.
The Clarks And Roblox Collection
There are a lot of unexpected gaming crossovers to date, but Roblox and Clarks is definitely at the top of the list. I guess it makes sense though, kids love Roblox and they do wear shoes, so why not join forces to make something playful and fun. Together they have created the Clarks Cicaverse stadium that celebrates the retailer’s unisex sneaker style, the CICA. The stadium offers parkour, breakdancing and BMX games for kids to enjoy those with their friends and challenge those CICA trainers. The shoes are designed to empower kids to play without limits. Featuring one of the brand's most iconic, unisex childrenswear styles, this new virtual reality experience aims to inspire a whole new generation of fans.
The Cicaverse Experience
Clarks is offering ‘the sports tournament of a lifetime’ to its metaverse fans. When you step into the Clarks Stadium you will put the CICA to the test and battle out with your friends to see who can grab the highest score. You can test the sneakers on the dance floor while showing your best moves, or doing a BMX trick that you recently learned, or why not take part in the Parkour tournament. All alongside the rile-life athletes who helped create this experience and designing the CICA shoe collection, UK breakdancer B-Girl Terra, UK parkour champion Robbie Griffith and BMX rider Connor Stitt. Another cool feature to the metaverse experience is the virtual Clarks store, where players can give their gameplay a boost. You can find a variety of accessories that will make your avatar stand out and help you win the tournament, because of course there will be prizes. To celebrate the brand's heritage the winners will receive a limited-edition gold Cica X Roblox medallion necklace. A limited number of the same necklaces will also be made in real life and given as gifts to winners worldwide.
With summer coming right away and the kids being out of school there will be long hours spent outside playing and enjoying the sun or staying inside playing video games. Clarks has covered your kids every need for this summer. Now it's the time to enter the Cicaverse and start your next adventure in the virtual world.
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How Technology is Taking Over the Fashion Industry
Way before the pandemic started, many of us have noticed the rapid evolution of technology. Covid just made all the technological advancements happen faster than anticipated. If you think about it, there are very few things nowadays that people do not need to use technology for. But what about the fashion industry?
Ph. Tumisu, Pixabay
Fashion did not stay behind as new technologies progressed fast forward. The biggest trend at the moment is, indeed, the metaverse and virtual fashion.
Many brands nowadays have easily featured their products and vision in the virtual space with the same value and status they have in real life.
What Is Metaverse?
The term 'metaverse' has become more widely used with the popularity of crypto and bitcoins, a whole new world is being built in front of our eyes. Ever since video games were created, a new virtual reality was introduced and this is now opening many opportunities for artists who are thriving on this new phenomenon. As for the web developers, they are trying their best to save it. But what is it all about? The New York Times defines metaverse as “a variety of virtual experiences, environments and assets that gained momentum during the online-everything shift of the pandemic”.
We can, without a doubt, say that this is a way for the community to realise that sooner or later everything could be moved into a new virtual world.
Is There Such A Thing As A Fashion Metaverse?
If everything is to be moved online nothing will be left behind and fashion is one of the things that are already there, even if it does not feel like it. As people spend more time online, CB Insights Industry Analyst Consensus estimates that virtual goods will represent a $190B market by 2025.1 The way fashion is immersed in the metaverse can be split into two categories: a combination of physical and digital, in which clothing can be worn through augmented or virtual realities, and a fully digital market in which items can be purchased directly from an avatar. Considering there is a demand for such products, more and more high-end brands are trying to make their way into the metaverse. However, with some people being sceptical about moving into virtual, brands are also showing their concerns. To test the virtual environment and digital fashion with all its perks and flaws, the majority of brands have made various collaborations with game, social, and metaverse platforms.
Ph. Mo, Pexels
The Place Of High-end Brands In The Metaverse
The virtual world is supposed to represent a flawless world, in which everyone wants to achieve perfection. Luxury is a key component in the metaverse and that is where the high-end brands can once again dominate the fashion world. Just because some of us are just now learning about the metaverse, this does not mean that it just appeared. Most brands have been working on various projects and collaborations to establish a status in the online society for years now. Louis Vuitton, for instance, released a League of Legends collection in 2019. The brand entered into a multi-year partnership with Riot Games in September that includes both physical and digital designs for the 2019 League of Legends World Championship. That is just one example of a way to be present in the metaverse. Moschino released skins for The Sims, Gucci released a digital collection for a styling app; Nike, Chanel and Balenciaga have collaborated with ‘Pokemon Go’ making virtual shoe collections.
That is just a glimpse into the virtual world. Many more things are being created on a daily basis and many more are disappearing from the real world. There is a place for everyone online, whether for better or worse. Along with trying to keep up with the trends in reality, now we would actually have to keep up with the digital ones as well. It is a challenge worth accepting.
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