Benetton enters the metaverse and takes an omnichannel stance

The world of the metaverse is already a reality. Many companies are joining this new initiative. Such is the case of Benettonan Italian fashion company, which has opted for the metaverse offering a different approach to your business. In this way, also will promote the omnichannel approach. It will do it in a very simple way, will adapt your establishmentCorso Vittorio Emanuele, as if it were a virtual universe. It will have the same image, but with an experimental feel.

This action has been carried out on the occasion of the Milan Fashion Week. It began last Tuesday the 22nd and ends next Monday the 28th of February.

Users will be able to enter the physical store with the possibility of living sensory experiences. In turn, they will be able to access the digital world and live gaming experiences. QR codes can be accumulated in them that will later be used in the physical establishment. It is a way of putting the consumer in contact with the digital world.

“Our goal is to create a bridge between the present and the future, the real and the virtual, through an immersive brand experience, closer to the language of the younger generations”, it states Antonio Patrissi, Chief Digital Officer of Benetton Group.

A nod to the omnichannel approach

In addition to introducing the metaverse, it has also adopted an omnichannel approach that links the experience of the digital world with physical purchases in its stores. This approach is accompanied by a project known as #playchange. In this, five Italian personalities and TikTokers will share their personal stories, they are: Andrea Deloguradio host, Stefano diMartinotelevision presenter, and, the stars of social networks, Giulia Paglianti, Davide Vavalà and Anna Ciati,

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The store maintains the brand’s colorful aesthetic with a pink colourwhile the assembly of the new store with the omnichannel format will take a few weeks. “Anyone who enters our store on Corso Vittorio Emanuele in Milan in the coming days will be able to immerse themselves in a crossroads between physical reality and digital connection, all in an explosion of creativity, colors and sounds”it states Massimo Renon, CEO of Benetton Group in a note.

The director of the company, Antonio Patrissi, commented in the same that Benetton is one of the first brands to experiment with generalized omnichannel, “the circularity between physical world – metaverse – physical world”.

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