The Collision Between Virtual Clothing And The Universe

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The world's first virtual rainbow dress was born in 2019 and sold for $9500. Now, virtual clothes fly into ordinary people's homes, and the cheaper ones only cost 99 yuan. But the experience of most consumers is virtual clothing "not meta universe at all", and some even think it is IQ tax and leek cutting.

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The threshold of virtual clothing is very low, which means that the level of creators who break into the air outlet is uneven. The "QQ show" virtual clothing, which makes consumers cry and laugh, is often the product of non professionals doing sideline work, and many of them are made by school students.

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Not making money is the main reason why professional designers do not want to switch to virtual clothing. The whole industry has not yet found a profit model that can run through.

The concept of the meta universe is hot. Virtual clothes, which once sold for tens of thousands of dollars, are stepping down from the luxury altar. Up to five figures, down to dozens of yuan, ordinary people buy a taste of the threshold is not high.

"Virtual clothing" refers to the use of computer technology to simulate the production of cloth digital fashion. To make a fitting virtual clothing, we should consider the clothing pattern, fabric characteristics, and the body and movement of the wearer. From designers, entrepreneurs to Internet factories, many players are attracted by the commercial potential behind virtual clothing, and enter the bureau one after another.

But in the eyes of most ordinary consumers, virtual clothing is still an empty and distant concept. The process of purchasing virtual clothing is no different from the traditional p-chart; Although the price is not expensive, but the effect is often unsatisfactory. There are not a few people who complain that virtual clothing "is just QQ show", and some even think it is IQ tax and leek cutting.

Between the hot expectation and the cold reality, the virtual clothing gropes forward like a steel wire.

　　 "Dressing depends on p-chart" Consumers poured cold water on them

Search for virtual clothing in the little red book, you will see a series of novel and beautiful photos, some of which are all made of colorful bubbles, and some have big wings behind their backs. Compared with the real clothes, the color matching, material and style of virtual clothing are more bold, which makes it more brilliant.

But for ordinary consumers, buying virtual clothing is like opening a blind box, which is breathtaking.

On the social platform, many buyers showed photos of wearing virtual clothes, but the clothes didn't look close to the body, and the clothes were separated. In July of this year, a buyer shared that the photo she sent to the merchant was wearing black gloves. After receiving the photo, she felt that it didn't match the clothes. However, the merchant only told her that "it would be very fake if the gloves were removed". The armpit hair revealed in the photo just said "I'm not sure if the designer can p".

What's more, virtual clothing is a digital asset. Even if you are not satisfied with it, you can't return it. At most, you can only communicate with merchants twice p-chart.

By the end of 2021, the up leader of station B, mahongsanghua, bought five virtual clothes on dressx, and shared the purchasing process and finished products. However, he was ridiculed for buying five plastic bags of different colors.

Someone wrote in her comments section, "a combination of metal and futurism, a stainless steel plastic bag." When she read the review, she could not help but sigh: "why does it look so lifelike on the model, but fake on me? Is it my problem?"

The website dressx, which is used to buy virtual clothes, is a pure digital fashion international e-commerce store. Its founder once said in an interview that it is necessary to build a digital wardrobe in the meta universe. But judging from the current finished products, this goal is still a little far away.

Many consumers who spend hundreds or even thousands of yuan to buy virtual clothing have similar embarrassing experience.

After buying virtual clothes, users need to send a picture of themselves wearing slim clothes to the designer. The designer will "wear" the dress for the user through post rendering and synthesis, and finally return a photo of the virtual clothing to the user.

From the shopping process to the try on experience, the experience of most consumers is virtual clothing "not meta universe at all". I was scared before buying. I couldn't get a refund after the car overturned. I spent a lot of money to buy a photo. The buyer's show is quite different from the seller's show. A whole process down, the user can only feel the dumb loss. Some people even think that selling virtual clothes is cutting leeks and IQ tax. "A picture 199 yuan, he could have robbed money directly, but still gave p a picture."

On microblogs and other platforms, many users also said that it was "really impossible to understand this fashionable world" by spending thousands of dollars to buy clothes on a photo.

　　 Microblog users comment on virtual clothing / screenshot of microblog

In addition, xiaohongshu, one of the main trading platforms of virtual clothing, also clearly stipulates that relevant digital works shall not be hyped and traded over the counter, which means that the value-added space of virtual clothing is limited. Only looking at the viewing value, people who really want to spend money for virtual clothing are still a few. Most of the virtual clothing on the R-space shelf, even if limited to 30 pieces, 50 pieces, can not be sold out.

Liu Hao, a designer who once landed in Milan fashion week as a personal brand, told Xuebao finance and economics that most people who buy virtual clothes are girls who pursue fashion trends, but for most people, virtual clothing is still a strange territory.

Indifference, dissatisfaction, spitting, user response is like a basin of cold water, pouring on the budding new bud of the meta universe.

　　 Enter the arena to chase the wind 　 The level of designers is mixed

Although in front of consumers, but in the eyes of practitioners, virtual clothing is still a symbol of the future of good business.

"In virtual time and space, metal can grow wings, porcelain can make skirts, crystal can reverse gravity, and you can dress up in any shape." This fascinating description appears in different forms in the introduction of virtual clothing.

In 2019, the world's first virtual dress, iridescence dress, was born from Amsterdam's digital fashion company the fabric, which set off the fashion of virtual clothing. The Rainbow Dress eventually sold for $9500, or about 68000 yuan.

　　 The fabricant

Since then, LV, Gucci, Puma and other international brands have launched their own virtual clothing.

According to the 2021 digital fashion report released by LYST, a British fashion shopping search platform, and the fabricant, a digital fashion company, about 3.5 billion people are digital fashion customers, accounting for more than 55% of the total purchasing power. There is a market view that the domestic digital fashion market will reach 100 billion yuan.

Liu Hao told Xuebao finance and economics that he thought virtual clothing was a trend. The pollution of physical clothing to the environment is inevitable. Virtual clothing can not only reduce the pollution, but also meet the needs of young people to play social media. It can also achieve some effects that cannot be achieved by physical clothing.

　　 Liu Hao designed wanai cluster virtual clothing, limited to 100 copies

　　 64 copies sold / photos provided by respondents

The tolerance of different figures, social value and environmental protection value make virtual clothing popular for a time. In addition to clothing industry practitioners like Liu Hao, big factories keen on the concept of meta universe have also built their own platforms to provide virtual clothing fitting and purchasing channels.

Xiaohongshu has launched "digital trend space R-space" for users to browse and purchase digital collections on sale, including virtual clothing designed for small animals.

Byte hopping has been launched this year, and the digital fashion platform is still. Compared with R-space, the page design of boiling silence is more scientific and technological. It can not only display virtual clothes in 3D, but also try them on through ar camera.

In this context, creators are also choosing trees to live in. Whether it is R-space or boiling silence, there are many designer brands settled in.

But the creators who break into the wind are not all professional, on the contrary, their design level is uneven. The "QQ show" virtual clothing, which makes consumers cry and laugh, is often the product of non professionals doing sideline work, and many of them are made by students.

　　 Hot concept 　 At present, it can not run the profit model

Seeing virtual clothing on the Internet for the first time, Koda, a college student majoring in digital media art design, felt "very beautiful and advanced", so he came up with the idea of making one by himself. Kota told Xuebao finance and economics that she would spend three or four days a week learning relevant software, three or four hours each time, and now she has made two virtual clothes.

　　 First virtual garment designed by OTA / photos provided by interviewees

According to the observation of Xuebao finance and economics society, many virtual clothing sellers are students or part-time amateurs. Some people have self-taught for two or three months and have made a set of virtual clothing for themselves.

In the clothing design major of some colleges and universities in China, it has become one of the assessment standards to submit their own design of virtual clothing. Liu Hao is in the graduation project, the first contact with virtual clothing.

Annie, a jewelry designer, told Xuebao finance and economics that her main purpose of making virtual clothing is to find inspiration, enhance creativity and embody it into virtual products. Although she wants to make money, she doesn't plan to sell her works now. "What I want is the things behind.".

Designers have different levels, and the natural effects of virtual clothing are different.

Among the new players rushing into the virtual clothing industry, professional designers are a few. Liu Hao told Xuebao finance and economics that not making money is the main reason why professional designers do not want to switch to virtual clothing.

At present, the entire virtual clothing industry has not found a profit model that can run through. Even if the limited number of virtual clothing on the red book is limited to 30, it may not be able to sell all of them. However, for the professional design team, the income is just a drop in the bucket.

Now, while designing virtual clothing, Liu Hao has not stopped his other design work. He believes that virtual clothing is the future trend, and the future will be better and better, but "we need to wait for people to pursue more spiritual satisfaction.".

At the Q3 financial report meeting in 2021, meta founder Zuckerberg confidently said: "if you are in the meta universe every day, you will need virtual clothing, digital tools, etc But the meta universe on the capital outlet has not really landed. Can the pioneers get what they want?

No one can predict that the first batch of people who eat crabs will survive until that day, or they will have nothing to eat. Uncertainty lurks everywhere, and only time can give the answer.