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With the rise of blockchain, cryptocurrency,  NFTs and recently Metaverse, we think that there might be a shift in future consumer behaviour that is not driven by big brands however its driven by community. This could be a reiteration of social media, brand loyalisation and new dialogue between brands and their fans. Also, could possibly challenge the future understanding of customer journey, its touchpoints and the definition of what “online” means.  

As we mentioned before, the idea of a presence somewhere in the digital space that is parallel to the reality is not new. The things that start making the difference is that now we have places that holds events, avatar that can wear branded clothes, digital products sold as NFTs and “in world” economy via crypto currency.  

Visiting an art exhibition in Spationl.io can expose the user to a new type of experience and its could be a new territory for creatives to write now rules. The same applies to the in world avatar creation, customisation and clothing where fashion is exploring new possibilities without having to deal with gravity for example. We believe all this is part of exploring new territories and new possibilities that we didn’t define yet. Adding to the fact that users can acquire with crypto currency different items ranging from digital clothes to digital property in form of NFTs is something that is being described as “meta-economy” and its also at the begging of its formation.  

As brands are always present where customers are, we can witness the fashion industry taking the lead into new digital territories and embracing new tech & trends. Brands like Nike becoming metaverse ready with the acquisition of RTFKT and high end fashion houses becoming the lead  to engage more and more customers in the digital worlds. From in game collaboration of avatar dresses by the Gucci fashion house to the 2022 Fashion Week that is going to be held for the first time virtually and continuing with NFTs launch events. The fashion brands seem to create the way of engaging with new metaverse ready generation and tech trends.   

As digital worlds are becoming new territories for brands to interact with customers, new lessons are learned along the way. The maturity of digital communities is becoming stronger than ever and the long years spend under the dominance of big tech and the collection of data had led users to lean towards the decentralisation of the world wide web. As a new iteration of the internet is happening web 3 will generate new ways towards open-source approach & blockchain technology.  

New brand moves towards customers interaction need to take the communities into consideration more than ever and the decentralisation of internet to create new dialogues, relations and fans taking into consideration user driven community of block chain crypto assets.   

From artist holding concerts in Decentraland, communities holding gatherings and brands opening retail spaces we believe the web 3 and digital worlds are opening new ways and refreshing the idea of brand experience and founding new relations with their customers.