After decades of preparing for virtual and augmented reality to go mainstream, miniaturized wearable screens and more powerful microchips have combined with sophisticated software to give rise to the metaverse, a persistent digital space linked to the real world, connecting multiple experiences. virtual developed by independent creators. . And as is often the case, the retail industry has become fertile ground for brands that want to engage customers in fresh new ways.

Big retailers like Nike and Zara, as well as ultra-luxury brands like Balenciaga, have already staked their place in the metaverse. For example, Nike recently acquired RTFKT, a brand that creates metaverse sneakers that people can wear and wear in the online space. The company also launched NIKELAND, a virtual space…