Digital Twins: Innovating Fashion Industry Marketing
New B33 sneaker, limited edition, with brushed-knit mohair, embossed Dior signature, NFC chip, and a digital twin NFT for early access to Spring 2024 collection.
Marketing Lead, Seamm
July 25, 2023
When it comes to describing the principles of marketing tactics, the classic approach often boils down to three key actions: acquiring, engaging, and retaining customers. In today's modern fashion marketing landscape, all of these aspects are now encompassed by the innovative technology of digital twins. But how exactly does it work?
Digital twins serve as digital replicas of physical fashion collections, capturing the full form, color, texture, and design of apparel, shoes, and accessories. Typically integrated within a brand's mobile app, digital twins offer a multitude of interactive features. Let's delve into the details of how digital twins can be effectively utilized to meet brand marketing needs.
Acquiring New Customers with Digital Twins
Digital twins are the digitized versions of fashion collections derived from their physical counterparts. Each digital fashion collection release attracts significant attention from fashion media, and nowadays, even tech and Web3 journalists are covering it extensively. As a result, fashion brands not only gain heightened brand awareness but also acquire new customers and drive sales.
To further amplify their reach, brands leverage unique referral links that allow customers to gift digital twins to others. By sending a referral link containing a digital twin, the recipient gains access to the brand's mobile app, where they can explore their digital wardrobe and access the entire assortment of digital fashion. This revamped referral system centered around digital twins presents a fresh and compelling approach to customer acquisition.
Within the brand's mobile app, customers have the opportunity to personalize their digital twins by customizing design elements such as colors and patterns. Additionally, they can virtually try on various digital twins from the brand's collections using augmented reality (AR) and customizable items. This level of engagement provides a unique and immersive experience for customers.
Furthermore, every digital twin can be transferred to metaverses and popular games like Roblox, Minecraft, and Decentraland. These integrations offer unparalleled opportunities for marketing campaigns, particularly among the younger generation of customers. Not only does this strategy generate fresh ideas, but it also enhances brand awareness within virtual realms.
To foster customer loyalty, every physical garment is equipped with a special QR tag. By scanning this tag, customers receive the corresponding digital twin in the brand's mobile app. Along with the digital twin, customers obtain a Digital ID that grants them exclusive benefits, including discounts on future purchases and other perks. This Digital ID serves as an entry point to the brand's loyalty program, effectively forging a lasting connection between the brand and its customers.
These are just a few techniques that leverage the power of digital twins in your fashion brand's marketing strategies. The potential for creativity with digital twins is virtually limitless, and the possibilities are entirely within your hands. By harnessing the power of Seamm White Label solution, you can easily set up your brand's own mobile app with digital twins in just a month. Let's collaborate and unlock the full potential of digital twins in fashion marketing.