{"id":51299,"date":"2021-09-24T14:40:05","date_gmt":"2021-09-24T14:40:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/balenciaga-makes-virtual-clothes-fortnite\/"},"modified":"2021-09-24T14:40:05","modified_gmt":"2021-09-24T14:40:05","slug":"balenciaga-makes-virtual-clothes-fortnite","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/balenciaga-makes-virtual-clothes-fortnite\/","title":{"rendered":"Balenciaga maakt virtuele kleren voor Fortnite"},"content":{"rendered":"<p>Luxemerk <strong>Balenciaga<\/strong> gaat virtueel: de populaire computergame Fortnite krijgt een heuse Balenciaga-winkel waar spelers virtuele outfits kunnen kopen. Oh, en de kleren zijn ook echt in de winkels te koop.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Balenciaga voor 8 dollar<\/h2>\n<p>Balenciaga gaat als eerste luxemerk ter wereld een samenwerking aan met Epic Games, de maker van het bekende computerspel Fortnite \u2013 goed voor zo\u2019n 400 miljoen gebruikers wereldwijd en ruim 5 miljard dollar omzet. Waar de game oorspronkelijk vooral een online schietspel was waarin spelers het tegen elkaar opnemen, maken cultuur en mode vandaag een wezenlijk deel van de beleving uit. Zo gaf de populaire Amerikaanse rapper Travis Scott er tijdens de lockdown een virtueel concert dat 45 miljoen kijkers trok.<\/p>\n<p>\nIn de game kunnen gebruikers ook veranderen van outfits (skins) en accessoires, en dat is waar Balenciaga in het verhaal komt. Het hippe luxemerk heeft vier virtuele outfits, verschillende accessoires en zelfs eigen wapens ontworpen voor in het spel. Spelers kunnen ze \u2013 voor de democratische prijs van 8 dollar \u2013 gaan kopen in een eigen Balenciaga-wereld in het spel, inclusief virtuele winkel.<\/p>\n<p>\u00a0<\/p>\n<h2>Welkom in het metaversum<\/h2>\n<p>Voor Fortnite mag het dan wel de eerste samenwerking zijn, luxemerken en de virtuele wereld vinden elkaar al langer. Zowel Balenciaga als Louis Vuitton hadden eerder een eigen videogame om hun nieuwe collecties te tonen aan digital-minded jongeren, Gucci ontwierp onder andere skins voor Pok\u00e9mon Go en heeft een heuse Gucci Garden op gameplatform Roblox, waar een virtuele handtas voor meer dan 4.000 dollar over de toonbank ging.<\/p>\n<p>\nDe sterke groei van dergelijke virtuele werelden maakt onderdeel uit van wat het metaversum wordt genoemd: een wereld waarin digitale leefwerelden net zo echt worden als de fysieke realiteit en daarin ook naadloos overvloeien. Virtual reality en AR (augmented reality) maken dat steeds meer mogelijk. Als iemand zichzelf bijvoorbeeld hondenoortjes of een engelengezicht geeft op TikTok of Snapchat, dan is ook dat augmented reality.<\/p>\n<p>\u00a0<\/p>\n<h2>Ook in het echt<\/h2>\n<p>Balenciaga gaat met Fortnite nog een stap verder en geeft de actie ook een fysieke component. Er komen in de winkels en de webshop van het merk limited-edition Balenciaga x Fortnite hoeden, T-shirts en hoodies te liggen. In de straten van grote steden zoals New York en Tokio verschijnen bovendien 3D-billboards om de samenwerking aan te kondigen.<\/p>\n<p>\nEpic Games laat al verstaan dat er in de toekomst wellicht nog meer samenwerkingen komen. Het gameplatform wijst erop dat merken ook \u201cde creativiteit van de Fortnite-gemeenschap kunnen aanboren om hen te helpen <a href=\"https:\/\/www.voguebusiness.com\/technology\/balenciaga-launches-on-fortnite-what-it-means-for-luxury\" target=\"_blank\" rel=\"noopener\">kledingstukken of virtuele acties te cre\u00ebren<\/a>\u201d, zegt communicatiedirecteur Alan Cooper aan Vogue Business. \u201cMerken kunnen onze spelers opdracht geven om voor hen te ontwerpen.\u201d\u00a0<\/p>\n<p>\nRecent lanceerde supermarktketen Carrefour <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/carrefour-duikt-de-wereld-van-fortnite\" target=\"_blank\" rel=\"noopener\">nog een eigen wereld<\/a> op Fortnite om jongeren spelenderwijs attent te maken op het belang van gezonde voeding. Meer weten over het metaversum en de kansen voor merken en retailers? In januari 2022 lees je er alles over in\u00a0het boek <em>The Future of Shopping: Re-set Re-made Re-tail<\/em>, te verschijnen bij Lannoo Campus.<\/p>\n<p>\u00a0<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Luxemerk Balenciaga gaat virtueel: de populaire computergame Fortnite krijgt een heuse Balenciaga-winkel waar spelers virtuele outfits kunnen kopen. Oh, en de kleren zijn ook echt in de winkels te koop. \u00a0 Balenciaga voor 8 dollar Balenciaga gaat als eerste luxemerk ter wereld een samenwerking aan met Epic Games, de maker van het bekende computerspel Fortnite [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":51297,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-51299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Balenciaga maakt virtuele kleren voor Fortnite - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Luxemerk 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