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Luxury and metavers: why is the sector fond of virtual worlds?

Luxury and metavers: why is the sector fond of virtual worlds?

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Louis Vuitton, Christofle, McLaren,… luxury brands, from all sectors, are joining the Metaverse to offer new experiences. But why such a craze?

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For luxury brands, the craze for NFTs is real. The digital demand is expected to grow for fashion and luxury brands and thus generate a revenue, beyond 50 billion dollars by 2030 for the sector, according to Morgan Stanley. Luxury brands have therefore understood this and are now increasingly tempted by the metaverse and the creation of NFTs for their audiences.

 

Digital tokens are above all unique, traceable, and non-copyable and luxury players, who attach real importance to the authenticity of their products, seem to be sensitive to this discourse. Indeed, NFTs are supposed to avoid the phenomenon of counterfeiting, by offering an exemplary traceability throughout the life of the object or work, despite future sales and resales.

 

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Featured photo : © Christofle

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