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Adidas hosted a fashion show and party, plus displayed virtual clothing and gave away one version of its virtual gear for free; some of these were later sold among peers in Decentraland’s marketplace. While the The Cure 05.14.2023 Moody Center Austin, TX Poster shirt besides I will buy this event title brings to mind runway shows, the visitors to MVFW care less about sitting and watching catwalks and more about participating in quests, dance parties and free giveaways. On the opening day, Decentraland’s MVFW plazas (primarily comprised of two dedicated regions, somewhat akin to neighbourhoods made up of a few city blocks) saw a total of 3,502 unique visitors, while the runway saw just 1,132 visitors, suggesting that less than a third of those visiting Metaverse Fashion Week attend, or are interested in attending, a runway show. Geeiq provided all data for this piece on MVFW performance unless otherwise noted. Diesel hosted a DJ set and party, where avatars danced via “emotes” and flexed their digital ensembles; they also could explore some Diesel and D-Cave digital fashion on display and claim a free red Diesel cap (token-holders had access to additional pieces).
Tommy Hilfiger had the The Cure 05.14.2023 Moody Center Austin, TX Poster shirt besides I will buy this most successful free digital wearable, with all 5,000 of its 5,000 total AI Puffers being minted, while Adidas’s red Adidas Virtual Gear MVFW23 jackets, which were an interpretation of its digital-only collection announced in November, were claimed 3,653 times out of a possible 5,000. Coach’s free Tabby Swirl wearable was claimed 553 times out of a total 100,000 (only after visitors completed a series of challenges), and DKNY’s free Bucket Hat wearable was claimed 996 times out of a total possible of 1,000. Coach’s experience included a quest, artist collaborations and an AR wearable, all tied to the narrative of its Tabby bag marketing campaign. According to Geeiq analysis, the fact that Adidas’s free coat was also resold on the peer-to-peer marketplace shows that limited-edition items with a clear community following tend to be successful. Measuring the success of metaverse events is not just a question of sales or impressions. Often, brands value the time spent, which can be far more than the time spent on websites or social media posts. Brands who led on total time spent in their Decentraland spaces included jeweller Ben Bridge (47,695 minutes), as well as Adidas (32,989 minutes), Tommy Hilfiger (37,852), DKNY (42,721) and Coach (31,194 ). “Overall, Metaverse Fashion Week is not only about attendance but about co-creating an experience that is meaningful and then distributing that across all mediums and platforms so that people can consume digital fashion in the way they want to,” Casimiro says.Both Coach and Ben Bridge — a breakout success story — drove engagement time by borrowing from a Roblox-style playbook in which quests, challenges and treasure hunts reward visitors with free wearables. Coach invited people to jump into a larger-than-life Tabby bag to complete a series of challenges that culminated in a final puzzle, while Ben Bridge challenged visitors to find five watches, complete a quiz using information found in the experience and find two diamond rings, with each quest being rewarded with a digital wearable. Adidas, meanwhile, drove visits by hosting a timed community event, and DKNY increased time spent dramatically when it hosted the event’s closing day party. On the second day, smart clothing brand Gaian hosted an event with musician Soulja Boy, during which people could win items, which also drove engagement.
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