United Colors of Benetton is stepping into the metaverse—and bringing the metaverse into real life. The Italian company is the latest fashion brand to open a digital storefront, allowing young consumers to collect QR codes in a series of gaming experiences. The codes can be used to buy products in Benetton’s physical shops, including its Corso Vittorio Emanuele location in Milan, which is getting an all-pink makeover to emulate the digital Benetton store. Our (new!) Metaverse trend research (WE version coming soon) shows that Gen Z and Millennials have embraced virtual worlds as places to hang out and shop, and confirms what YPulse has been saying for a while now: these virtual worlds are the future of marketing and brands should get in on the action fast. United Colors of Benetton is the latest in a long line of fashion brands to lean into the metaverse, including Gucci, Dior, Louis Vuitton, Nike, ASOS, and more. (Fashion United)
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