Chinese multinational technology company Alibaba is considering delving more deeply into the metaverse to give its customers a more immersive shopping experience.
The initiative’s main protagonist is Alibaba’s luxury shopping platform Tmall Luxury Pavilion, which launched in 2017 with the goal of revolutionizing traditional brick-and-mortar shopping experiences by using the power of AR and 3D technologies.
The platform, which now boasts over 200 luxury brands, has announced the debut of its more immersive metaverse experience. It entails the launch of a virtual fashion show as well as the release of a Meta Pass, which grants free access to the e-commerce giant’s metaverse. The ticket entitles the holder to access premium services such as priority product purchase and access to brands’ offline activities.
This Meta Pass bundle will include blockchain-certified digital warrants. Consumers will be able to swap these warrants for rare editions such as Bogner’s 90th Anniversary snowboard, a Max Mara oversized sweater from the Fall/Winter 2022 collection, Burberry’s signature Lola bag, and Marni’s fleece-lined Pablo sneakers.
The next step will be an AR fashion show in partnership with Vogue China and various artists. Bogner’s Snow Monster, for example, will walk down virtual runways on Sept. 20.
