Aeropostale created AeroPax, an NFT collection featuring 30,000 one-of-a-kind avatars, in partnership with the development firm MetaversePlus.
Aeropostale was previously insolvent but was rescued by the popularity of “tiny tops” on TikTok. Now, the brand’s next effort at virality involves the metaverse.
AeroPax, an NFT collection featuring 30,000 one-of-a-kind avatars, was released today in collaboration with software company MetaversePlus. The collection “will build community and give members access to limited-edition apparel and VIP promotions.”
Aeropostale is the most recent prominent fashion company to enter the metaverse, following the likes of Gucci, Forever 21, and Balenciaga. The potential return might be substantial: According to Precedence Research, the worldwide metaverse industry was worth almost $69 billion in 2022 and is projected to approach $1,3 trillion by 2030. In addition, digital objects enable endless repeatability at a low cost and an integrated marketing platform.
However, according to a recent McKinsey analysis, “direct sales may not be at the forefront of the metaverse right now.” In other words, this is a marketing ploy, and producing money is not the primary objective.
A few years ago, Aeropostale was a bankrupt fashion business with many failing physical stores. The brand’s bread-and-butter for years, thin jeans and graphic shirts, were no longer profitable.
The brand regained attention when their “tiny tops” became popular on TikTok, apparently out of nowhere.
The corporation may also seek a similar viral effect in the metaverse, but the nature of this effect is unknown.
“We see it as the formation of a community of like-minded individuals… a new generation coming together to build a brighter, more inclusive future,” said Aeropostale’s director of marketing, Michael DeLellis. We have no preconceived preconceptions about the composition of this new society. Everyone is welcome!”
The idea has found some traction so far by adding more than 7,000 Instagram followers and more than 500 Discord users.
This gathering of digital souls may have more to do with the company’s intention to give away ten Tesla Model Ys than bunny-character NFTs. Ultimately, winning a $50,000-plus automobile may be more enticing than access to a personalized Aeropostale wolf, but anything can happen in crypto.
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