German retailer Aldi Süd is launching its latest summer collection, this time available not only in stores but also on the Metaverse.
Customers can test the styles of the new collection digitally before sales start in stores on July 31, Aldi Süd announced on Monday. To do this, the company works with ReadyPlayerMe’s Metaverse technology, which creates an avatar based on a photo on the smartphone. The digital doubles can then be styled in the ‘Aldimania’ looks, which can be found in a range of outfits from the Pull & Bear and New Balance brands, but also from other companies such as car group BMW.
“Aldimania is an absolute heart project for us and we go one step further with each collection,” says Christian Göbel, Group Director Customer Interaction Marketing and Communication at Aldi Süd. “With the new collection for the festival summer, we not only show that we offer iconic clothing for everyone at a reasonable price, but are also the first grocer to be present in the Metaverse with a digital collection.”
Aldi Süd is represented on the platform with a total of ten looks, which particularly focus on shorts, T-shirts and slippers. The physical collection, which costs between 1.29 euros for socks and 6.49 euros for beach towels, is complemented by various accessories such as peaked caps and a fisherman’s hut as well as a shoulder bag.