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Brands are beginning to realize that consumers are not attuned to innovative web3 concepts, and many are trying to dominate their tools, marketing, and language to attract everyday shoppers. increase. Web3-native fashion brand RSTLSS, created by London-based designer Charli Cohen, is leveraging the app and his TikTok to bring groups, including Roblox gamers and trend-setting teens, into the world of tech. It pulls you into the advanced world.
RSTLSS will launch on December 15th, march From investors including Metaverse angel investor Paris Hilton. Since then, we have minted all 1,000 NFT “keys” through the app. This novel app has been developed to make it easier for consumers to participate in the world of RSTLSS. It features drops, lore, customization opportunities, game integration, and earning structures such as experience points and skill trees.
While NFTs typically launch through NFT marketplaces such as Opensea, Cohen expects RSTLSS’ app and web platform, which launches in Q2, to become the default solution for mass Web3 adoption. .
Shari Glazer, web3 investor and founder of web3 branding firm Kalos Labs, says web3 will see mass adoption in 2023. “Crypto Winter has been an incredible building opportunity for those working on web3 infrastructure and tools,” he said. “But [seamless] Onboarding the general public was the missing piece of the puzzle. The barrier to web3 is high for the average person. With Instagram launching its web3 program this year and Amazon potentially launching his NFT marketplace, all the major social media players will be establishing their presence starting this year. ”
The RSTLSS app is currently hosting the NFT Jacket Drop, centered around customizable digital jackets sold on physical twins linked to NFC chips. His RSTLSS jacket, which is unisex, not only serves as a digital collectible, but also from Roblox, Avatar Platform Ready Player Me, metaverse worlds, AR/VR and social integration.It also serves as a key for our upcoming launch: Jacket Offer owners exclusive or early access to brand sales, updates and collaborations. There are many digital clothing NFTs out there, but not many are available through his brand-owned dedicated NFT app, and even fewer are wearable in-game.
“Collectors are now downloading the app in beta and mining is done on iOS,” said Cohen. “It’s a very different UX and now he adds a different proposition to the NFT format. I am trying to ensure that
The app also serves as an essential tool. The NFC chip on the physical jacket that registers the garment to the chain can only be scanned with the app.Additionally, only apps can unlock AAn R lens that allows you to try on a digital jacket. “We started building the app in the spring of 2021. I thought, ‘If we can make this work on a mobile app, we can make it work anywhere,'” she said. It’s the hardest place to work on UX, so we put a lot of resources into getting it set up in the first place.”
“We have a drop we plan to do later this year that will also introduce elements like Tamagotchi that are native to the app,” Cohen said, adding that he wants the app to do more than sell. point. “It’s also good for people who just want to sit in a tube and play around with customizing and creating clothes.”
she added, “There is a lot of skepticism about NFTs from the gaming community. A major rebranding and abstraction is required away from NFTs, blockchains and web3. Almost everything has become a metaverse meme for this caricature. But the gaming space is one of the few spaces where consumers are natively digitally present, understand the value of digital assets, and place a lot of value on their digital identities. ”
In-game, and Roblox in particular, “we realized that there is this huge user-generated content economy where people can build brands and businesses out of creating and selling digital assets,” said Cohen of House of Blueberry. Creators like Roblox Creator Studios and creators like Samuel Jordan are working with brands like Natori, Stella McCartney, and Forever 21 to build profitable businesses.
So far, 1 for RSTLSSThe 1,000 users are heavily skewed towards traditional 20-30 year old web3 collectors. But Cohen believes that with more game integration, creator economy elements, and new social media approaches, the user base will grow more inclusive. The brand is discussing collaborations with traditional brands, but initially prioritizes creativity and access.
According to Cohen, teenage girls set trends and move culture forward. “Outside this existing web3 and gaming community that we wanted to launch first, we’re focused on teenage girls,” she said. Her Roblox female user base, who will be able to buy and wear RSTLSS skins this year, is 44% of her. Together with Roblox, RSTLSS reaches out to its target audience on platforms centered around anime, K-Pop and social media.
Cohen said web3 would be a natural next step as players and creators age away from Roblox. “There is a lot of skepticism in his TikTok about Web3 and his NFTs, as in the gamer community,” Cohen said. “We are working to change that narrative, and since RSTLSS has a lot of lore and stories, we plan to create a story character who will have his own TikTok account.” It will launch in line with the brand’s main browser experience next quarter.
“Initially, we focused on social media activity around Twitter and Discord, but we are gradually shifting our focus to TikTok,” said Cohen. Cohen’s 10-year-old techwear brand uses his TikTok, which has 62,000 followers, as his primary marketing platform.
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