To the Metaverse Frontier of the Apparel Industry

In 2021, Facebook garnered attention worldwide when it changed its name to Meta. The “metaverse” became a buzzword amid advances in VR/AR technology and wider adoption of devices such as the Meta Quest. Anticipation is high for new ways to use virtual space, with initiatives underway in many areas.

This is also true of the apparel industry: as more brands adopt digital manufacturing using methods including 3D CAD, they are also changing how they communicate and deliver products to consumers, including forays into the Metaverse. Marubeni, which has long been involved in the manufacturing and distribution stages of the apparel industry, has also been making efforts to enter the metaverse in recent years.

One project symbolizing Marubeni’s pursuit in this direction is WEAR GO LAND, a next-generation digital fashion mall released to the public for a limited time in April 2024. Within Marubeni, In 2021, the year Meta changed its name, Marubeni began exploring digital strategy for lifestyle industries. In 2022, Marubeni began working on a demonstration in the metaverse as it searched for solutions to issues faced by fashion brands and consumers.

Addressing Issues with the Fashion Consumer Experience

While marketing through social media such as Instagram is now commonplace and brands are seeking new points of contact with consumers, many consumers have issues with the current purchasing experience. This group includes people who mainly shop in-store but are uncomfortable communicating with store staff or who feel burdened by trying on clothes, as well as customers who live outside major cities and cannot find the brands that they want at nearby stores. Many consumers are hesitant to purchase clothing online because they’re worried about the difference between the image and actual product.

The metaverse offers one way to address these issues. Users can participate from anywhere at any time, and rendering products in 3D makes it possible to learn about brands and products better than conventional e-commerce.

However, it was not an easy process. Marubeni is not deeply versed in the metaverse, and because it is a cutting-edge field, partners had to be carefully selected. After substantial research and information gathering, Marubeni decided to engage an external partner with expertise in the field.

Lifestyle Platform with a Broad Experience

Although some individual fashion brands have stepped up efforts in the metaverse, the digital fashion mall concept of WEAR GO LAND is something that has not been tried elsewhere. Beyond allowing users to browse and buy clothes in the metaverse, a unique feature of this project is how users can enjoy experiences in areas including a brand area, a runway area, a coordination world, and a photo booth area. The project envisions adding more content that takes advantage of the characteristics of the metaverse format.

The demonstration held in April 2024 included virtual stores for three brands, “X-girl,” “9090,” and “louren,” and collaborated with a women’s fashion magazine to stage a virtual fashion show and event that allowed real-time interaction. The collaborative events received many positive responses from women in their teens to 30s.

WEAR GO LAND remains a project in the demonstration stage. Marubeni is currently planning the next stage of the project, such as expanding the number of participating brands and creating ways to encourage users to interact with each other and continue using the service.

Marubeni envisions this project becoming a comprehensive lifestyle platform that could offer consumers a variety of experiences beyond fashion, and sees the potential for collaborations with external partners in sports, entertainment, and other industries related to fashion in order to create a multi-layered experience.

It is often suggested that expectations for the metaverse have declined due to the current boom in generative AI, but the experience of the metaverse is likely to change dramatically as communication technology, hardware, and software continue to develop, and as regulations and other legal systems evolve. This platform, founded with Marubeni’s knowledge and network cultivated by long-term involvement in the fashion industry, may soon evolve into a place that gives rise to new lifestyle experiences.