Zara's Y2K Creatures Collection Shares Digital & Physical Products
Laura McQuarrie — September 28, 2022 — Tech
References: theindustry.fashion
Y2K Creatures is the latest metaverse collection from fashion retailer Zara and it shares a mix of physical and digital products. This phygital collection consists of 10 pieces, including vests, sweaters, strapless dresses and accessories. As with previous metaverse releases, Zara will be sharing exclusive digital assets through Zepeto such as wallpapers, hairstyles, nail designs and photobooths.
Previously, Zara collaborated with Zepeto to introduce Ader Error and Lime Glam. With this third collaboration, "This method of creation emphasises the fact that now, more than ever, the digital and physical universes are interconnected and reinforce each other," said Zara in a release.
To accompany Y2K Creatures, Zara is launching its own Snapchat channel and augmented reality lenses based on the collection.
Previously, Zara collaborated with Zepeto to introduce Ader Error and Lime Glam. With this third collaboration, "This method of creation emphasises the fact that now, more than ever, the digital and physical universes are interconnected and reinforce each other," said Zara in a release.
To accompany Y2K Creatures, Zara is launching its own Snapchat channel and augmented reality lenses based on the collection.
Trend Themes
1. Phygital Fashion Collections - Fashion retailers can explore opportunities in creating phygital collections that blur the line between physical and digital, such as Zara's Y2K Creatures collection.
2. Metaverse Collaborations - Collaborations with metaverse platforms, like Zara's partnership with Zepeto, can offer exclusive digital assets and expand a brand's reach.
3. Augmented Reality Marketing - Using augmented reality, like Zara's Snapchat lenses for the Y2K Creatures collection, can provide interactive experiences for customers and enhance brand engagement.
Industry Implications
1. Fashion Retail - Fashion retailers can leverage phygital collections and collaborations with metaverse platforms to enhance customer experiences and expand brand reach, as demonstrated by Zara's Y2K Creatures collection.
2. Metaverse Platforms - Metaverse platforms, like Zepeto, can partner with fashion brands to offer exclusive digital assets and create unique collaborations that blend physical and digital worlds.
3. Augmented Reality Technology - Companies that specialize in augmented reality technology can provide innovative marketing solutions, like Zara's Snapchat lenses, to enhance brand engagement and customer experiences.
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