In a big week for digital fashion, following the news of DressX’s $15 million investment, things are looking up for Web3. For example, Breitling has teamed up with digital passport pioneer Arianee to launch its first-ever, fully-traceable watch. After a dip in interest in non-fungible tokens (NFT) over the past year, projects like these are spotlighting the long-term potential of NFTs — a sign that a comeback for the digital assets may be on the horizon.
Lamghorgini is also giving a lesson in how to foster community in Web3. As the automobile group enters the last stage of its long running "Epic Road Trip" metaverse campaign, the rewards on offer for its audience are better than ever. Below, we break down the brand’s digital strategy as it hits the finish line.
As for China, beauty brands continue to charge into the metaverse. This week, we zero in on Nars Cosmetics, which is targeting consumers’ colossal spending power with its new metaverse retail experience, the details of which are yet to be revealed. Virtual shopping campaigns have proven to be one of China’s top industry macro-trends this year. For prominent players looking to capture the attention of beauty-conscious netizens, the competition is officially on.
Lamborghini’s Epic Road Trip Hits The Finish Line With Commemorative Collectible In Time For 60th Anniversary#
What happened
Lamborghini’s Epic Road Trip NFT project, which has been running for the past eight months, has entered its final lap. To mark the occasion, collectors will have the opportunity to become one of 63 people in the world to own a GL Transmission Format Binary file that enables them to drive a Lamborghini in the metaverse, by purchasing one of 63 rare NFTs.
The other 1,963 tokens on offer (available for $196.30 each) will unlock token-gated access to an exclusive Q&A session with a Lamborghini top executive addressing the company’s past, present, and future. The Epic Road Trip project allowed audiences to collect a set of digital memorabilia inspired by the luxury manufacturer and unlock utilities and benefits, including the chance to be the first to view the marque’s latest car model before its release to the public.
The verdict
The project is a smart example of how brands can use forward-looking technology to retell their story to a new generation of digital-native consumers. Over its eight month timeline, Epic Road Trip has received positive feedback and developed a strong cohort of Web3 and automobile enthusiasts in the process.
The manufacturer's virtual efforts seem to have paid off. After a big year for luxury hypercars entering the metaverse in 2022, Lamborghini has thrived where others have flopped (Porsche’s recent NFT fail being the perfect example). But that’s not to say that contenders aren’t already quietly planning their next step in Web3. Brand fanatics may be loyal, but they also expect to be credited for their fidelity. As a result, the pressure is already on for Lamborghini to scale up its benefits in its next Web3 venture.
Breitling Unveils Its First-Ever, Fully-Traceable Watch On The Blockchain With Arianee And Sourcemap#
What happened
Breitling has announced the release of its first-ever fully-traceable watch that deploys the power of blockchain to take the brand’s end-to-end initiatives to the next level. The Super Chronomat Automatic 38 Origins’ design features materials such as lab-grown diamonds and artisanal gold sourced from specialized suppliers. The luxury timepiece house partnered with Web3 platform Arianee and supply chain transparency network Sourcemap to provide customers with access to proof of provenance for these precious materials.
Each watch is tied to an NFT that enables its owner to authenticate their item using Arianee’s trademark digital passport feature, through which owners can also access supply chain details, alongside repair and resale information.
The verdict
Tapping two of the most prominent Web3 businesses in the game reinforces Breitling’s status in the luxury watch industry, and its commitment to delivering innovative services to its audiences. Arianee, which has worked with the likes of Moncler and YSL Beauty, has developed a strong presence in the online space thanks to its dynamic NFT solutions, placing it at the luxury industry’s virtual asset vanguard.
Moreover, the project comes at a time when the counterfeiting of high-end goods is rife — so much so that esteemed brands like Cartier are no longer able to distinguish real from fake. As a result, more labels are turning to the blockchain as a solution. Breitling’s new initiative is also an opportunity for the house to uphold its savoir faire among competitors. Direct links to consumers have never been more vital for luxury’s survival — as for Breitling, it’s working to maintain its relationships with consumers through transparency and a new take on exclusivity.
Nars Taps New Wave Of Tech-Savvy Beauty Consumers Through Interactive Shopping Experience#
What happened
Global beauty giant and Shiseido subsidiary Nars Cosmetics will launch a new metaverse retail experience at the China International Consumer Goods Expo next month. Although more details on the launch are yet to be released, Shiseido China posted a WeChat article on March 13 announcing the upcoming experience, under the headline, “Nars to launch first travel retail space: Embark on an endless dress-up journey, play make-up nonstop.”
The announcement leaves much to the imagination, but it does suggest that consumers can expect to see a new interactive campaign from the brand that enables them to explore new ways of trialing makeup looks and products from Nars. An image depicting an avatar surrounded by the brand’s hero cosmetic goods was also posted, suggesting that users will be able to navigate through the experience using digitized human identities.
The verdict
Earlier this year, Shiseido stated that it was scaling up its virtual world strategy in a bid to better engage beauty-savvy, tech-forward consumers across China. Last month, the group released a 150-piece NFT collection to commemorate its 150th anniversary, tapping artificial intelligence as the primary co-creation tool for its designs. The project is only the first step in Shiseido’s long-term community program, which will be powered through tokenization.
Consumers across the mainland are asking for better product premiumization. It’s no longer enough for brands to offer goods that are valued because of convenience — to truly harness this new wave of beauty customers, it’s about offering experiences that are as interesting as they are personal.