Tommy Hilfiger opens new metaverse hub

Tommy Hilfiger is doing business in the metaverse.

Tommy Hilfiger is crossing multiple metaverse platforms with its new virtual shopping destination.

The specialty apparel brand, a subsidiary of PVH Corp., launched a multi-metaverse hub, based on technology from Emperia. The hub interoperably brings together several metaverse platforms, including Decentraland, Roblox (designed by Sawhorse Productions), Spatial, DressX, and Ready Player Me.

Tommy Hilfiger’s metaverse environment includes DressX-based digital fashion, augmented reality (AR) features, a virtual photo booth, gamification, and a community-focused competition to create artificial intelligence (AI)-based fashion.

The hub is set in a monolith virtual structure made of the “TH” monogram, which will appear across all platforms, creating a unified digital brand presence while allowing for seamless movement between the retailer’s own website and the various metaverse platforms.

As a result, Tommy Hilfiger intends to provide an end-to-end shopping journey. Emperia tracks in-hub user activity, providing granular insight on customer behavior and engagement. The digital hub also offers four exclusive virtual items, presented in different aesthetic representations across all platforms and available for sale in two different forms: physical - connected to Tommy’s e-commerce; and digital - connected to digital fashion platform DressX.

Virtual items are available for sale in physical form via the Emperia hub, while the Ready Player Me platform is offering the digital versions, which can be used in various games and environments.

“Emperia is continuing to change the face of virtual retail, pushing the envelope and supporting retailers along their e-commerce transition journey.” said Olga Dogadkina, co-founder and CEO, Emperia, “Our work with Tommy Hilfiger and the PVH group signals the industry’s movement towards collaboration, with the idea of leveraging each technology vendor’s own unique traits and capabilities, under the umbrella of Emperia’s virtual environments, connecting all solutions end-to-end, while enhancing and streamlining user experience and creating a brand-new digital retail environment which decreases usage friction and encourages a deeper brand engagement and increased shopper loyalty.”

Brands sell direct to consumers via metaverse

The metaverse is proving appealing to direct-to-consumer companies that can leverage its interactive capabilities to offer an immersive brand experience. For example, the new Tatcha online store immerses customers in a virtual outdoor environment, with a complementary physical pop-up.

The Japanese beauty brand is opening a new virtual store, also running on the Emperia metaverse platform, designed to immerse customers in an interactive digital replica of a Japanese hinoki cypress forest while promoting Tatcha’s new “Forest Awakening” collection.

And premium men’s apparel and underwear brand Saxx offers an immersive virtual store that allows shoppers to browse 3D items in a 360-degree digital environment. Saxx is partnering Emperia to operate the virtual store, which exclusively features underwear, tops and swimwear from its DropTemp collection, which uses proprietary evaporative fabric to cool the body.

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