The many opportunities that NFTs can bring to businesses

How can NFTs turn marketing claims into solid evidence in fashion?

Clothing connected to understand health signals is a driving force for the textile and IOT industry, but the next big novelty for fashion will surely be the use of clothing with the use of blockchain as well as the production of NFT that can reduce waste in fashion, improve product provenance, improve operational efficiency and open up endless possibilities in the virtual arena. While it promises great benefits, the concept of connected fashion seems far from our familiar lexicon. Not everyone understands what NFT is, what opportunities it will bring to the company and, above all, where to start.

A white paper was written by startup Arianee. It reviews the new possibilities for fashion, explains what a connected garment is, how a brand can be projected in the future with NFTs and shows a usage case recently implemented as part of an MVP.

Your customers

With more than a third of the world's population considering themselves the Z generation, this generation will soon surpass the Millennium to be the largest consumer cohort. They were born in a world of ubiquitous social media and smartphones, Gen Z also developed a keen sense of style. The aesthetics that resonate with them can be seen as an answer to world events: it is strong, subversive, disorderly and crude-unlike their counterparts, the basic behaviors of this generation are all anchored in an element that often recounts: they mobilize for good causes.? They believe deeply in the power of conversations. They make decisions in a pragmatic spirit. In the global context of the pandemic, digital usage has been accelerated, and brands must follow, as these changes are likely to take place in the long term.

You add to that the economy of experience that has exploded in parallel with the rise of social networks. Facebook, TikTok, Snapchat, Instagram and others that are not built around what you own, but rather where you are and what you do.

Follow the move

Les nombreuses opportunités que les NFT peuvent apporter aux entreprises

We are witnessing the growing mixing of virtual and physical worlds through VR and AR, the ability of machines to think faster than humans thanks to AI, with increasing decentralization and greater transparency of data thanks to blockchain technology. Everything is moving very fast and the question is: do we have to keep up with the technological movement begun with the pandemic? If we consider that the Web2 model that we use on a daily basis needs fresh life and that we understand that this wave of technology is in the process of being formed, then yes, we have to start the movement for change-CIOs and IT managers need to understand the value and risks of emerging technologies based on their peers' perceptions. Gartner's Hype cycle, for example, is a first step in writing his own road map of his profession. The cases of usage and their monetization are endless, it "suffices" to create them Â

From traceability to the virtual world

A garment, at the base, is something you wear on the street to be comfortable, to be part of a tribe, or to differentiate yourself. But this garment will soon become more than a material, even if it remains one of the central points of acquisition.

The blockchain makes it possible to produce unique certificates per product (NFT) for fashion, it allows to put a lot of information on its creation, on materials, provenances, buyers … It creates a unique link between the physical product and its digital twin. This will be useful for clothing to also become virtual clothing that seems to be a natural progression for the fashion industry in the coming years.

Arianee and several partners have created an MVP, a series of hooded sweats that are unique in design, sustainable in production and immersive in the digital experience. Each hooded sweater comes with a unique NFC chip, through which users have access to the hooded hoodie's NFT digital passport. This NFT contains the "narration" of the hooded sweater with transparency information verified by IBM's blockchain platform, proof of ownership and is also enriched by an augmented reality experience.

An NFC compatible hoodie does more than just keep you warm, it gives clothes another dimension.