Aéropostale to Launch Immersive Shopping and Perks in Metaverse

Aéropostale has partnered with MetaversePlus to offer immersive shopping, socializing and gaming in the metaverse.

The first of four major phases of the fashion retailer’s presence in the metaverse will launch Thursday (March 23), the companies said in a press release.

“Our teams have worked to design, develop and expand the brand’s presence through [non-fungible tokens (NFTs)], world-building in the metaverse, and offering members-only perks and promotions,” Aéropostale said in a post on LinkedIn.

The first phase of Aéropostale’s metaverse plans includes an offering of NFTs that provide access to limited-edition apparel, promotions, a drawing for 10 Tesla vehicles and a chance to be featured on one of the retailer’s digital channels, according to the release.

The second phase of the rollout will offer a preview of Aéropostale’s metaverse and will enable members to claim unique avatars, access events and games, and collect points that can be redeemed for merchandise and perks, the release said.

The elements of the third and fourth phases will be announced later, per the release.

“We’re thrilled to partner with MetaversePlus to build a unique Aéropostale metaverse for the brand’s fans and global community,” Naushaba Moeen, executive vice president of lifestyle at Authentic Brands Group, Aéropostale’s parent company, said in the release. “Through this partnership, we aim to make Aéropostale a leading brand in the Web3 space and help shape the future of community and customer engagement in the virtual world.”

Fashion shows and other major public events have been building a presence in the metaverse.

For example, Dolce & Gabbana, Balenciaga and Gucci have sold virtual creations, and Nike has even let avatar owners design their own sneakers.

Brands have also focused on more traditional commercial pursuits in the metaverse.

For example, Tommy Hilfiger has sold not only NFT clothing and accessories, but also real goods.

Beyond the fashion space, Samsung has set up a virtual pop-up store with entertainment meant to bring users to the merchandise marketing room, fast-casual chain Chipotle has let users earn rewards points good for real burritos, and drugstore chain CVS has built a presence there as well.

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