The lack of hype surrounding Dior’s NFT sneakers reflects the fashion industry’s hesitance regarding Web3. The luxury brand’s first Web3 drop, which includes a physical edition of Kim Jones’ B33 sneakers that comes with an NFC chip and authentication NFT, hasn’t been causing a stir in the fashion world. So, despite others leaning in, this may show some luxury fashion brands feeling “hesitant to focus on the tech for fear of backlash from both Web3 and traditional consumers.” Although Dior and other names in the industry are slowly emerging into Web3 technologies to integrate into their marketing strategies, they want to be careful exposing their customers to it, since they may be “unfamiliar with the technology.” YPulse predicted earlier this year that phygital campaigns, like Dior’s NFT drop, would have an impressionable impact on brands’ Web3 experiences. (Vogue Business)
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