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Many brands are launching in the metaverse. Tommy Hilfiger is already moving across the metaverse.
The premium lifestyle brand is debuting a multi-metaverse hub that creates a unified presence on platforms including Decentraland, Roblox, Spatial, DressX and Ready Player Me.
Timed with this year’s Decentraland Metaverse Fashion Week, the hub is powered by Emperia.
Where many brands launch in a single platform, Tommy Hilfiger is effectively bringing its metaverse launch to many platforms at once.
The activation will feature a structure with the “TH” monogram on each platform. This creates a unified brand experience, even as users will be able to move between the metaverse platforms, and the Tommy Hilfiger website.
Tommy Hilfiger on Roblox. (Courtesy photo)
On each platform, the hub will offer four exclusive items, including the Tommy Hilfiger Varsity Jacket. These items will be presented in different representations to suit each platform. They will also be available in physical form through Tommy Hilfiger’s ecommerce platform at the Emperia hub, and digital form through the DressX digital fashion platform and Ready Player Me. In a move designed to multiple potential options, the digital form can be used in various games and digital environments.
“Our work with Tommy Hilfiger and the PVH Group signals the industry’s movement towards collaboration, with the idea of leveraging each technology vendor’s own unique traits and capabilities, under the umbrella of Emperia’s virtual environments, connecting all solutions end-to-end, while enhancing and streamlining user experience and creating a brand-new digital retail environment which decreases usage friction and encourages a deeper brand engagement and increased shopper loyalty,” said Emperia CEO Olga Dogadkina, in a statement.
The activation shows that the metaverse is not a monolith. It describes multiple experiences moving across the digital and physical worlds, each with their own unique characteristics. Fashion that is used in one can be applied to another, and brands can plan their strategy to account for this. The ability to connect shopping physical items to the experience also shows the way for digital platforms to power real-life sales.This is just the latest in a string of launches for Emperia following the company’s $10 million Series A. Combining software that powers a digital experience with data that provides insights on consumer behavior, Emperia has also stood up virtual stores for Pinko, Saxx, Tatcha, Bloomingdale’s and Dior, among others.
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Labor disputes on the West Coast could cause further disruption heading into peak season.
When the first half of 2023 is complete, imports are expected to dip 22% below last year.
That’s according to new data from the Global Port Tracker, which is compiled monthly by the National Retail Federation and Hackett Associates.
The decline has been building over the entire year, as imports dipped in the winter. With the spring, volume started to rebound. In April, the major ports handled 1.78 million Twenty-Foot Equivalent Units. That was an increase of 9.6% from March. Still it was a decline of 21.3% year over year – reflecting the record cargo hauled in over the spike in consumer demand of 2021 and the inventory glut 2022.
In 2023, consumer spending is remaining resilient with in a strong job market, despite the collision of inflation and interest rates. The economy remains different from pre-pandemic days, but shipping volumes are beginning to once again resemble the time before COVID-19.
“Economists and shipping lines increasingly wonder why the decline in container import demand is so much at odds with continuous growth in consumer demand,” said Hackett Associates Founder Ben Hackett, in a statement. “Import container shipments have returned the pre-pandemic levels seen in 2019 and appear likely to stay there for a while.”
Retailers and logistics professionals alike are looking to the second half of the year for a potential upswing. Peak shipping season occurs in the summer, which is in preparation for peak shopping season over the holidays.
Yet disruption could occur on the West Coast if labor issues can’t be settled. This week, ports from Los Angeles to Seattle reported closures and slowdowns as ongoing union disputes boil over, CNBC reported. NRF called on the Biden administration to intervene.
“Cargo volume is lower than last year but retailers are entering the busiest shipping season of the year bringing in holiday merchandise. The last thing retailers and other shippers need is ongoing disruption at the ports,” aid NRF Vice President for Supply Chain and Customs Policy Jonathan Gold said. “If labor and management can’t reach agreement and operate smoothly and efficiently, retailers will have no choice but to continue to take their cargo to East Coast and Gulf Coast gateways. We continue to urge the administration to step in and help the parties reach an agreement and end the disruptions so operations can return to normal. We’ve had enough unavoidable supply chain issues the past two years. This is not the time for one that can be avoided.”