Fashion United: Tech companies bullish but consumers still uninterested in metaverse

Recent discussions about the metaverse and NFTs suggest a growing virtual reality trend for fashion brands, allowing them to test designs before production. However, a study by Klaviyo revealed that most UK customers have little understanding of the metaverse and minimal interest in shopping within it. 

Avihay Feld, CEO of Browzwear, sees these findings as expected due to the abstract nature of the metaverse concept. He suggests reframing questions and providing more relatable scenarios could yield different results, emphasizing the importance of meaningful metaverse participation for brands. While the metaverse's buzz has led to excitement among brands, Klaviyo's data suggests caution and customer-centricity are key for successful integration.