Tmall Luxury Pavilion, the Alibaba luxury shopping platform, introduced a so-called Meta Pass and hosted an augmented reality fashion show in Shanghai. As Alibaba reported, Luxury executives tried on AR glasses, held a virtual item (such as a digital luxury bag), and placed it in a gift box. When they clicked on a product, a window appeared in front of them listing product details.
In recent years, the platform has already deployed 3D shopping, augmented reality (AR) and virtual reality (VR) try-ons for products, digital avatars and digital collectibles.
“Before ‘metaverse’ became a buzzword, we had already transformed this buzzword into a commercial reality,” said Janet Wang, head of Alibaba’s luxury division.
Part of the new Meta Pass package for the metaverse will be digital warrants certified on the blockchain. Consumers will be able to exchange these warrants for limited editions, such as Bogner’s 90th-anniversary snowboard or an oversized sweater from Max Mara’s fall/winter 2022 collection.
