Connected clothes and NFT: what future for fashion?<

Luxury brands, always looking for new experiences to make their customers live, are gradually beginning to embrace NFTs (non-fungible tokens), a guarantee of traceability and a vehicle for commitment. In the luxury sector, where traceability and experience are at the heart of all discourse, would NFT be the future of fashion?.

Reminder: what is a NFT?

NFTs are unique and digital tokens assigned to a valuable object or work of art, allowing verification of its rarity and authenticity. Fashion and luxury players, often faced with counterfeiting problems, have grasped the importance of the issue and have already begun to follow this trend.

NFTs, a guarantee of transparency.

And sustainable. "the idea is to build upstream a sheet associated with the product that proves that we are the owner, that traces the history of the product, and that shows transparency as to the materials used for its manufacture," says Pierre Nicolas Hurstel, CEO and co-founder of Arianee. Transparency is also welcome in a sector where the resale market is growing, creating a relationship of trust between the seller and the second hand buyer.

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NFTs, vectors of engagement.

NFTs also offer the advantage of projecting a physical product into a virtual world. From now on, brands should no longer simply consider the garment according to the physical elements that make up it; they must add experience around its possession by reflecting on its usefulness in the digital world, with particular emphasis on augmented reality and / or the gaming world.

It can also be considered that a NFT can be obtained by buying or participating in an experiment, such as going to a pop-up store. "the NFT can be imagined as a new element of engagement, as a new cookie with high added value," says Pierre Nicolas Hurstel.

By getting a glimpse of the different tokens their customers own, brands also have the opportunity to build loyalty strategies around this topic.? "if I got a token because I bought a piece of clothing on a first drop, maybe I would have priority access to the next drop. If I own two digital objects of the same brand, maybe this one will give me the possibility to create a sneaker, or a hoodie, on which will be printed elements of my digital objects … everything is a matter of community creation and future engagement of creation," Pierre Nicolas Hurstel analyzes.