How Brands Can Use Phygital Retail To Deliver Immersive Experiences And Cut Costs


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Digital fashion house, The Fabricant has partnered with HighSnobriety’s Not in Paris cultural commerce program.

The Fabricant team has created three digital varsity jackets as nonfungible tokens which are also wearable via AR. One, named The Eiffel Tower Pursuit, is the digital twin of a physical HighSnobriety branded jacket while the other two such as the Parisian Mirage (pictured above) are more fantasy driven iterations.

All come with animated effects such as mini Eiffel Towers which hover around the wearer, or whimsical patch details featuring typical Parisian motifs such as baguettes. While the NFTs retail at around $24, The Fabricant has also created digital HighSnobriety glasses available in AR for free via its app.

“Our digital designers worked together with the physical design team of HighSnobriety,” The Fabricant cofounder Adriana Hoppenbreuwer told Forbes. “We are the first digital fashion brand that ever has collaborated with them on a digital drop.”

Creativity notwithstanding, the partnership also it demonstrates how experiential phygital retail is gaining ground, with brands incorporating digital elements into their physical stores.

The Fabricant’s digital jackets are showcased via a screen in the HighSnobriety’s Not in Paris popup boutique which runs for the duration of Paris Men’s Fashion Week. Visitors are directed to The Fabricant’s app or website via QR code where they can purchase the digital styles.

According to Hoppenbreuwer, this opportunity to work within a more traditional physical fashion environment, exposes the brand to new non-digital native customers. The Fabricant has previously partnered with Off-White, adidas, Diesel, and RTFKT.

As far as HighSnobriety is concerned, she says, “they are very much about experience and culture so the value for them is that the partnership helps them grow their presence in the digital space, evolving their narrative by delivering a new experience.”

“It’s all about challenging the status quo and continuing to evolve fashion and culture.”

Most recently, Coach teamed up with augmented reality platform ZERO10 in New York where digital versions of the brand’s hero Tabby Bag were available for try-on via ZERO10’s in-store AR smart mirror and AR Storefront.

However, ZERO10 CEO George Yashin is set on taking the idea a step further. During the Viva Technology show in Paris earlier this month, he showcased a prototype for a new standalone AR store concept.

Essentially, he said, “it’s a super small and cheap mobile store for brands — in terms of space, we only need two square meters. We can upload digital versions of a brand’s physical inventory for customers to try on virtually and then pay for the physical product via card.”

Depending on available space, the brand can either hold physical inventory on site or deliver to the customer from an external warehouse.

Prices to license the tech and hire the hardware will start at around $90 per day he said with options to either rent or buy the screens to which the hardware connects. He is currently The looking to partner with a brand on a pilot project.

While conversion rates are not available for the Coach initiative as it wasn’t directly linked to e-commerce sales, there were 75,000 try-ons over the project’s month-long run from the AR Storefront alone.

HighSnobriety’s Not in Paris program was first introduced digitally in June 2020 during the pandemic in response to the absence of physical fashion week activities.

While maintaining a digital content showcase, it has since taken on a physical presence with immersive, community driven events. The Paris Men’s Fashion Week popup constitutes store, café and events venue featuring experiential programming and curated product partnerships with Parisian cultural institutions across art and film, literature, fashion, music, and gastronomy.

Collaborative merch includes clothing and accessories cobranded with Jean Paul Gaultier, adidas and Diptyque on the fashion side plus iconic Parisian eateries like Café de Flore and LouLou Paris — available both online and in-store for the duration of the week.

The 330 limited edition The Fabricant NFT wearables, available to mint until 5 July are payable via both The Fabricant’s Flow tokens and with a regular credit card via MoonPay.

The HighSnobriety Not in Paris popup runs through June 25 and is located at 101 Rue Réaumur, 75002 Paris.

MORE FROM FORBESViva Tech: Why LVMH Is Partnering With Epic Games And Apple Tap To PayMORE FROM FORBESLVMH Innovation Award Winners Announced At Viva Tech: Circularity, AI, Web3, Louis Vuitton NFTsMORE FROM FORBES5 L’Oréal Hair And Beauty Innovations At Viva Tech: AR, AI, Web3 Driving D&I And UtilityMORE FROM FORBESWhy The New Generation Of AR Smart Mirrors Are Catnip For Fashion And Beauty Retail

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Lisa Holden
Lisa Holden
Lisa Holden is a news writer for LinkDaddy News. She writes health, sport, tech, and more. Some of her favorite topics include the latest trends in fitness and wellness, the best ways to use technology to improve your life, and the latest developments in medical research.

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