Ukuhlola kwakamuva kunikeza izinkomba zalokho ongakulindela enkundleni yezobuchwepheshe bemfashini onyakeni ozayo ngokuvelela kwezikhala zedijithali, imfashini yedijithali nama-NFT ahilela futhi aklomelise abathengi abazisa ukwenza kube ngokwakho, ukudalwa ngokubambisana kanye nokukhethekile.Nakhu okuseqophelweni eliphezulu njengoba singena ku-2022.
Ukuthonya kwedijithali, ama-PFP nama-avatar
Kulo nyaka, abadali be-digital-first bazokwakha isizukulwane esisha sabagqugquzeli, amabhrendi azonyusa ubudlelwano be-metaverse obugcizelela ukwakhiwa ngokubambisana kanye nemiklamo yedijithali yokuqala izoba nomthelela empahleni ebonakalayo.
Amanye amabhrendi asheshe afika.U-Tommy Hilfiger uthephe abaklami bomdabu be-Roblox abayisishiyagalombili ukuze bakhe izinto zemfashini yedijithali ezingama-30 ngokusekelwe ezicucu zemikhiqizo yazo.I-Forever 21, isebenzisana ne-metaverse create agency Virtual Brand Group, ivule “iDolobha Lesitolo” lapho abagqugquzeli beRoblox benza futhi baphathe izitolo zabo, beqhudelana bodwa.Njengoba okuthengiswayo okusha kuhlala emhlabeni obonakalayo, izingcezu ezifanayo zizotholakala cishe.
UForever 21 uthephe abagqugquzeli be-Roblox ukuthi baqhudelane ngokuthengisa okuthengiswayo ngaphakathi kwenkundla, kuyilapho i-Sandbox ikhuthaza izigaba zabadali abasha njengomdali we-NFT nomakhi wezakhiwo njengoba inwebeka ibe yimfashini, amakhonsathi abonakalayo namamnyuziyamu.ISANDBOX, VIRTUAL BRAND GROUP, FOREVER21
Izithombe zephrofayela, noma ama-PFP, azoba amabheji obulungu, futhi amabhrendi azowagqokisa noma azenzele eyawo, esekela imiphakathi yokwethembeka ekhona ngendlela i-Adidas ethinta ngayo i-Bored Ape Yacht Club.Ama-avatar njengamathonya, kokubili aqhutshwa abantu nangokoqobo, azogqama kakhulu.Kakade, ikholi yokusakaza ye-metaverse ye-Warner Music Group imeme abantu abathenge ama-avatar enkampanini yabamodelayo neyethalente i-Guardians of Fashion ukuze babonise amakhono abo ezinkundla zokuxhumana azocatshangelwa amaphrojekthi azayo.
Ukuhlanganisa kanye nokwehlukahlukana kuzoba okuseqophelweni eliphezulu."Ukusebenza ngezindlela ezicabangelayo nezihlanganisayo ngempela kuzoba ukhiye kunoma ubani obamba iqhaza kulo mhlaba wedijithali ukuze aqinisekise ulwazi lomuntu olunenjongo yangempela," kweluleka uTamara Hoogeweegen, usomaqhinga e-Future Laboratory, ophinde aphawule ukuthi izindawo ezibonakalayo ezinophawu zizoba ngokwezifiso umsebenzisi. -imikhiqizo ekhiqiziwe, njengoba kubonakala kuForever 21, Tommy Hilfiger kanye neRoblox world ka-Ralph Lauren, eyathonywa ukuziphatha kwabasebenzisi.
Ukwenza imephu yezindlu ezingezona ezingokoqobo
I-metaverse real estate market iyashisa.Amabhrendi nabadayisi bazokwakha, bathenge futhi baqashe indawo ethengiswayo edijithali ngemicimbi ebonakalayo nezitolo, lapho abantu bengahlangana khona (izithombe) zosaziwayo nabaklami.Lindela kokubili “izigelekeqe,” njengoba kuhlolwe i-Gucci, nemihlaba ehlala njalo, njenge-Nikeland, yomibili ku-Roblox.
U-Al Dente, i-ejensi entsha yokudala esiza imikhiqizo ewubukhazikhazi ukuthi ingene ku-metaverse, isanda kuthenga indawo ku-Sandbox, esanda kukhulisa u-$93 wezigidi, kanye nesiqalo sokudala impahla ye-3D i-Threedium isanda kuthenga umhlaba wedijithali ukuze kwakhiwe izitolo ezibonakalayo.Imakethe yemfashini yedijithali i-DressX isanda kusebenzisana ne-Metaverse Travel Agency eqoqweni lezimpahla ezigqokwayo zase-Decentraland kanye ne-Sandbox, egqokekayo nangento engekho ngokoqobo.Izingcezu zinikeza ukufinyelela kumicimbi nezikhala, futhi ubambiswano luqaliswe ngomcimbi e-Decentraland.
Izinkundla ezengeziwe ongazibuka zifaka phakathi i-Decentraland eshiwo ngenhla ne-The Sandbox, ngaphezu kwemidlalo efana ne-Fortnite nezinkundla ezifana negeyimu ezifana ne-Zepeto ne-Roblox.Ngokombiko wethrendi wokuqala ngqa we-Instagram, imidlalo iyinxanxathela yezitolo entsha, futhi abadlali “abangebona abadlali” bafinyelela amageyimu ngemfashini;intsha eyodwa kwabahlanu ilindele ukubona izingubo eziningi zegama lomkhiqizo kuma-avatar ayo edijithali, kubika i-Instagram.
I-AR kanye nezibuko ezihlakaniphile zibheke phambili
Kokubili i-Meta ne-Snap zombili zitshala imali kakhulu ku-augmented reality ukuze kuqiniswe ukusetshenziswa kwemfashini nokudayisa.Umgomo wesikhathi eside ukuthi izibuko zabo ezihlakaniphile, ezibizwa nge-Ray-Ban Stories, kanye ne-Spectacles, ngokulandelana, zizoba ihadiwe nesofthiwe okufanele zibe nayo.Kakade, imfashini nobuhle kuyangena. "Imikhiqizo yobuhle ibingezinye zakuqala - futhi eziphumelele kakhulu - zamukela ukuzama kwe-AR," kusho i-Meta VP yomkhiqizo u-Yulie Kwon Kim, ohola imizamo yezohwebo kulo lonke uhlelo lokusebenza lwe-Facebook."Njengoba isiphithiphithi esithinta ukuguquguquka kwe-metaverse siqhubeka, silindele ukuthi izinkampani zobuhle nemfashini ziqhubeke nokuba ngabasunguli bokuqala."UKim uthi ngaphezu kwe-AR, ukuthenga bukhoma kunikeza "ukukhanya kwangaphambi kwesikhathi" ku-metaverse.
Ngokubambisana nomnikazi kaRay-Ban u-EssilorLuxxotica ezingilazini ezihlakaniphile, i-Meta ivula indlela yobudlelwano besikhathi esizayo nemikhiqizo yamehlo yemfashini ewubukhazikhazi eyengeziwe.I-META
Lindela izibuyekezo eziningi ezingilazini ezihlakaniphile ngo-2022;I-Meta CTO engenayo u-Andrew Bosworth usevele wahlekisa ngezibuyekezo zeRay-Ban Stories.Nakuba uKim ethi ukucwiliswa, ukunqwabelanisa okuhlanganisayo “kukude”, ulindele ukuthi izinkampani eziningi - ezobuchwepheshe, i-optical noma imfashini - "zingase ziphoqeleke kakhulu ukujoyina imakethe yezinto ezigqokwayo.I-Hardware izoba insika eyinhloko ye-metaverse. "
Ukwenza kube ngokwakho kuqhubeke ngomashi
Izincomo eziqondene nawe, ukuzizwisa kanye nemikhiqizo iyaqhubeka nokuthembisa ukwethembeka nokukhethekile, kodwa ubuchwepheshe nokusebenzisa kuyinselele.
Ukukhiqiza okufunwayo kanye nezingubo ezikalwe mhlawumbe yizona ezifisa kakhulu, futhi ukuthuthukiswa kuthathe indawo engemuva ezinyathelweni ezifinyeleleka kalula.U-Gonçalo Cruz, umsunguli kanye ne-CEO ye-PlatformE, esiza imikhiqizo ehlanganisa i-Gucci, i-Dior ne-Farfetch ukuthi isebenzise lobu buchwepheshe, ulindele ukubona ukusheshisa kwemfashini ye-inventory-less and on demand."Imikhiqizo nabathengisi sebeqalile ukwamukela i-3D kanye namawele edijithali ekudalweni komkhiqizo nokukhangiswa, futhi lesi yisakhiwo sokuqala esivula amanye amathuba njengokuqala ukuhlola izinqubo ezifunwayo," kusho u-Cruz.Uyanezela ukuthi abadlali bezobuchwepheshe nabasebenzayo bathola abashayeli bezindiza abasezingeni eliphezulu futhi abasizayo, izivivinyo kanye nokugijima kokuqala.
Ubuchwepheshe besitolo abumi
Izitolo zisabalulekile, futhi zenza kube ngokwakho ngokwengeziwe ngezici ezihlanganisa izinzuzo zesitayela se-e-commerce, njengokufinyelela kuzibuyekezo zesikhathi sangempela, ukuzama kwe-AR nokuningi.Njengoba “ukubanjiwe kwedijithali” kuguqukela ekuziphatheni okuku-inthanethi, bazolindela ukubona izici zedijithali zishunyekiwe kokuhlangenwe nakho okungaxhunyiwe ku-inthanethi, u-Forrester ubikezela.
Ukufakwa kuka-Fred Segal kwe-NFT kanye ne-PFP kuletha izigaba zomkhiqizo obonakalayo ezivelayo endaweni yesitolo esijwayelekile.UFRED SEGAL
U-Fred Segal, isitolo sezimpahla ezibizayo sase-Los Angeles, wathatha lo mqondo futhi wagijima: Isebenza ne-ejensi yokudala i-metaverse experience Subnation, isanda kukhipha i-Artcade, isitolo esinegalari ye-NFT, impahla ebonakalayo nesitudiyo sokusakaza-bukhoma kokubili ku-Sunset Strip kanye ne-metaverse;izinto ezisesitolo zingathengwa nge-cryptocurrency ngokusebenzisa amakhodi e-QR asesitolo.
Ama-NFT, ukwethembeka kanye nezomthetho
Ama-NFT azoba namandla okuhlala njengokwethembeka kwesikhathi eside noma amakhadi obulungu aletha izinzuzo ezikhethekile, nezinto zedijithali eziyingqayizivele ezidlulisa ukuhluka kanye nesimo.Ukuthengwa kwemikhiqizo eyengeziwe kuzobandakanya kokubili izinto zedijithali nezomzimba, nokusebenzisana - okusathuthuka - okuyingxoxo ebalulekile.Kokubili amabhrendi nabathengi bahloselwe okungalindelekile."Abathengi bazimisele kakhulu ukuzama izinhlobo ezingajwayelekile, ezinye izindlela zokuthenga, nezinhlelo ezintsha zenani njengama-NFT kunanoma isiphi isikhathi eminyakeni engu-20 edlule," kubika i-Forrester.
Amabhrendi kuzodingeka aqaphele ukweqa kwezomthetho nokuziphatha, futhi akhe amathimba e-metaverse ukuze abhekane nophawu lwentengiso nokukhathazeka kwe-copyright, namaphrojekthi wesikhathi esizayo, kulo mngcele omusha.Kakade, uHermès usenqume ukwephula ukuthula kwakhe kwangaphambilini mayelana nomsebenzi wobuciko we-NFT ogqugquzelwe isikhwama sakhe se-Birkin.Enye i-NFT snafu - evela kumkhiqizo noma ibhizinisi elingqubuzana nomkhiqizo - kungenzeka, uma kubhekwa ukuvela kwesikhala.Ijubane lokushintsha kwezobuchwepheshe livamise ukudlula ikhono lemithetho lokuzivumelanisa nezimo, kusho u-Gina Bibby, inhloko yomkhakha wezobuchwepheshe bemfashini emhlabeni wonke enkampanini yabameli i-Withers.Kubanikazi bezakhiwo eziqanjiwe, uyanezela, i-metaverse yethula ekuphoqeleleni amalungelo e-IP, ngoba izivumelwano ezifanele zamalayisense nokusabalalisa azikho futhi imvelo etholakala yonke indawo ye-metaverse yenza ukulandelelwa komthetho kube nzima kakhulu.
Amasu okumaketha azothinteka kakhulu, ngokuhlukana ngoba amabhrendi asazivumelanisa nezimo kusibuyekezo se-iOS esenze i-Facebook ne-Instagram yachitha imali engaba yimpumelelo.“Unyaka olandelayo kuzoba yithuba lezinkampani ukuthi zisethe kabusha futhi zitshale imali ekuthembekeni,” kusho uJason Bornstein, uthishanhloko enkampanini yakwa-VC i-Forerunner Ventures.Ukhomba amapulatifomu edatha yamakhasimende nezindlela zokukhokha imali njengezinye izindlela zobuchwepheshe ezikhuthazayo.
Lindela imicimbi yokufinyelela okukhawulelwe ku-inthanethi futhi uvaliwe, ngama-NFTs noma amanye amathokheni ukuze unikeze ukungena.
“Ukunethezeka kusekelwe ekukhetheni.Njengoba izimpahla zikanokusho ziba yonke indawo futhi kulula ukufinyelela kuzo, abantu baphendukela kokuhlangenwe nakho okuyingqayizivele, okungenakuphindaphinda ukuze bafeze isifiso sokukhethekile, "kusho uScott Clarke, i-VP yemboni yemikhiqizo yabathengi oholayo e-digital consultancy Publicis Sapient."Ukuze izinkampani eziwubukhazikhazi zithole inzuzo, kuzobaluleka ukubheka ngale kwalokho obekuvele kudala ukuthi le mikhiqizo 'njengokunethezeka'."
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Ibhalwe ngu MAGHAN MCDOWELL
Isikhathi sokuthumela: Jan-07-2022