Undoubtedly the starting announcement in this Metaverso race has been given by Facebook or, rather, finish, a few months ago.But in matters of taking it to action there are already some other companies or projects that have taken the lead a little.
First hand, there are a variety of platforms that immerse themselves in virtual reality such as Decentraland and Cryptovoxels with an approach focused on game experience, NFTS and cryptocurrencies. Ahora bien, un poco alejado de esta temática reinante de videojuegos y criptos se encuentra Zepeto, una plataforma del metaverso de origen surcoreano.This platform is currently for Zara's bet to launch its first virtual clothing collection but what is it and how does it work?.
This is Zepeto
Zepeto es una plataforma desarrollada por la compañía surcoreana Naver Z Corp, que fue lanzada en agosto de 2018 para que los creadores y usuarios pudieran explotar su creatividad en un nuevo universo digital.In his early years he had a special impact on young communities due to the presentation of Avatars in 3D, a function with which he has been able to obtain more than 200 million registered users and about two million active users per day.Among these users, most of its population is among women aged 14 to 25.
In this way, as we have already advanced, within the application, users can create their avatars (a 3D animated version), with which they can explore the different universes of this metaverso, interact with others and mark trends with different clothes and accessories.It also has different environments to explore, as we explain in the following video.
In spite of everything, the penetration of Zepeto within the Spanish market is not too broad, and in fact the application is translated only partially into Spanish.Taking this into account, the question arises from why Zara would select a platform with such little impact on its main markets for launching its virtual collection.The answer to this question could track it to the main function of this platform, its social interaction.
A social platform designed for avatars
As we already mentioned, Zepeto raises a different metovers to those we have seen before, where the main theme is games and interaction through their universes.This metach also has a particular aesthetic that makes it similar to a social network, only that it is specifically designed for users' avatars.
On their platform users can navigate through their feed and that of others, as if it were Instagram or Tiktok.In this way, you can access videos, stories or publications, about different challenges or user trips through different application environments.Precisely this new level of social interaction, raises an average attraction for Zara, since it is allowed to create a community similar to that existing in social networks with influencers using their garments, although through avatars.
Similarly, this universe raises an alternative way for brands to be promoted, especially in the case of the fashion and accessories sector, since it has a wide customization capacity for avatars, giving rise to even some creators believe their ownunique pieces and market them through the Zepeto currency.In this sense, in Zepeto there are two monetary units: gems and coins.According to our calculations, each gem, which must be bought, costs between 6 and 7 euro cents.For their part, the coins are achieved in the app, playing games, responding to surveys or seeing ads.
In any case, it is important to emphasize that, unlike other metavers, such as Decentraland or Cryptovoxels, Zepeto is neither decentralized (it is owned by a company, such as Tiktok or Instagram) nor is it based on blockchain technology or its articles with NFTS.Although it is true that in May 2021 they signed an agreement with The Sandbox, a crypto metovers, so it would not be surprising that they take steps in this sense in the near future.
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