Inditex sends Pull&Bear to the metaverse
Roberta HERRERA
Following ZaraAder Error
The digital initiative was presented last weekend in an exclusive manner at Scrapworld, the streetwear and urban culture festival held in Madrid where Pull&Bear was assigned a designated booth. Inditex
According to the brand, this immersive experience will soon be made available to users via the “Meta Quest 2” virtual reality glasses. A portion of this new universe will also be made available through a web adaptation, to which any user could have access to, offering them the possibility to navigate through the virtual world, try out the “Ready Player Me” configuration and even wear the Spanish brand’s virtual clothing.
To carry out this project, Pull&Bear digitized a total of 6 looks plucked from collections that are “more geared towards generation Z.” The digital endeavour, developed in partnership with La Frontera VR and Meta Creative Shop, aims to create a “universe whose aesthetics and entertainment features connect with the company’s youngest audience”, where garments will be compatible with the Ready Player Me platform’s apps and games, such as VRChat, Sommium Space, LIV and Animaze.
A brand dedicated to innovation and on targeting Gen Z
This isn’t, however, the retailer’s sole endeavor in the field of innovation. Pull&Bear has most recently been bidding on gamification, launching two games together with Facebook and Instagram
Founded in 1991, the brand is positioned on the teen apparel market, alongside other Inditex-owned retailers such as BershkaStradivarius
Pull&Bear is the Arteixo-based company’s third largest brand in terms of turnover, trailing behind Zara (with a turnover of 19,586 million euros in the year) and Bershka (with sales of 2177 million euros), having recorded a 32% increase in turnover to 1876 million euros in 2021.
The Galician fashion giant, to be chaired by Marta Ortega starting April 1, increased its sales by 36% in 2021 to 27,716 million euros. This optimistic progression has, however, kept Inditex down 2% on the turnover recorded in 2019, the last fiscal year prior to the outbreak of the pandemic.
