BCG：元宇宙与可持续发展对时尚业的影响-96页-WN5.pdf

METAVERSEOPPORTUNITY OR THREAT?&SUSTAINABILITYin Fashion群内每日免费分享5份+最新资料 群内每日免费分享5份+最新资料 300T网盘资源+4040万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长 全面赋能！添加微信，备注“入群”立刻免费领取 立刻免费领取 200套知识地图+最新研报收钱文案、增长黑客、产品运营、品牌企划、营销战略、办公软件、会计财务、广告设计、摄影修图、视频剪辑、直播带货、电商运营、投资理财、汽车房产、餐饮烹饪、职场经验、演讲口才、风水命理、心理思维、恋爱情趣、美妆护肤、健身瘦身、格斗搏击、漫画手绘、声乐训练、自媒体打造、效率软件工具、游戏影音扫码先加好友，以备不时之需扫码先加好友，以备不时之需行业报告/思维导图/电子书/资讯情报行业报告/思维导图/电子书/资讯情报致终身学习者社群致终身学习者社群关注公众号获取更多资料关注公众号获取更多资料3CONTENTSFOREWORDEXECUTIVE SUMMARYABOUT THE REPORTCHAPTER I:SUSTAINABILITY SUSTAINABILITY AND THE FASHION AGENDAAND THE FASHION AGENDAINTERVIEW VALERIA SADOVYKHINTERVIEW HELLO GAMERCHAPTER II:METAVERSE METAVERSE AS EMERGING FASHION POWERAS EMERGING FASHION POWERINTERVIEW OLGA CHERNYSHEVA CHAPTER III:MEASURING THE MEASURING THE METAVERSE IMPACTMETAVERSE IMPACTINTERVIEW JOEL DIETZCHAPTER IV:A STRATEGY FOR A STRATEGY FOR BUSINESS AND THE PLANETBUSINESS AND THE PLANETINTERVIEW TAREQ NAZLAWYAUTHORS AND CONTRIBUTORS461112 182022 3440 6872 80864BOSTON CONSULING GROUPManaging Director and PartnerOKTAWIAN ZAJCThe current climate trajectory is alarming,and the time to take traditional sustainability actions is long past.Increased consumer awareness and ambitious corporate declarations will no longer move the needle tangibly.Enter a new prominent digital trend:fashion in the metaverse.Digital fashion is no longer a possibility of the futureit is a present-day reality.By 2030,most fashion industry leaders will establish a digital presence,but what cost to the fashion industrys sustainability goals will this presence have,or what benefit?There is little consensus regarding the relationship between sustainability and technology.While some point to a substantial environmental cost,others see digital fashion as a disruptive force enabling the fashion industry to reach its ambitious sustainability targets by reframing the system and revising old habits.Until recently,the Ethereum blockchain consumed around 84 TWh of electricity each yer,comparable to the consumption of a medium-sized country such as Finland.The change in consensus mechanism that took place in September of this year has reduced its energy consumption by more than 99%,demonstrating how crucial the choice of technology is,a choice that fashion industry leaders will need to make themselves as they enter the metaverse.The time to act and to use technology to the advantage of the environment is now.Climate change will not wait,and neither should we.FOREWORD5VOGUE POLSKAChairwomanKATARZYNA JORDAN-KULCZYKLast year,20%of digitally aware people aged 18 to 25 purchased physical clothing for the sole purpose of taking a picture or video and posting it on their social media.Young people increasingly use social media to show off their style,seek inspiration,and curate their individual image.Therefore,what is exclusive and one-of-a-kind remains in great demand.However,oftentimes,physical clothes are bought for one-time use and later returned or discarded,thus generating further pollution and waste.Could digital fashion be the answer?Boston Consulting Group and Vogue Polska have jointly produced a report on sustainable fashion,business,and the booming virtual asset industry.The digital fashion sphere is generating real revenue,and brands active in the metaverse are rapidly gaining more buyers.Non-fungible tokens,which enable ownership of original,branded digital art and fashion,are game changers.As the first data from BCGs global survey shows,the number of digital users interested in buying NFT in the next 12 months triples the number of current NFT holders.Among NFT holders,19%have purchased virtual clothing or accessories,22%have bought in-game accessories,and 62%have purchased digital artwork.Fashion companies have the reason and tools to enter this new digital realm,but to ensure that it does not come with an increased carbon footprint,industry leaders need to keep sustainability at the forefront of their agendas.FOREWORD6EXECUTIVE SUMMARYEXECUTIVE SUMMARYClimate concerns have long plagued the fashion industry,and despite collectively mobilizing to reduce emissions,much remains to be done.Efforts to introduce new regulations and policies,such as setting requirements for the longevity and recyclability of apparel,have the potential to transform the industrys commitment to sustainability even further.Fashion brands must comply with these upcoming regulations,a task that does not come without challenges,given the unstable politico-economic climate of today.Meanwhile,a new prominent digital trendfashion in the metaverseis on the rise,and there is little consensus regarding its impact on sustainability.The metaverse,considered the next generation of the Internet,is a virtual reality strongly linked to the physical world.While the vision is still in its initial stages,leading to various interpretations and definitions,it is undeniably exciting and versatile.For the fashion industry,the potential of the metaverse lies in its intersection of three groups of technologies.Augmented reality,virtual reality,and extended reality Metaverse platforms Web3,collectibles,and NFTsAlthough digital fashion originated in gaming with avatar outfits known as skins,in the metaverse,nothing limits a designers imagination.Metaverse fashion can look like augmented reality clothing,digital art,or even phigital items that connect physical and virtual realities.Several forward-thinking brands have already created digital spaces on metaverse platforms,while others have launched NFT drops alongside well-known virtual designers.As a whole,the fashion industry is rapidly embracing the metaverse.Our analysis shows that in the two years since the trend began,one-third of the worlds 120 leading fashion companies have already experimented with the metaverse.These brands are discovering,learning,and earning in the process.We estimate that since Nikes acquisition of digitally native brand RTFKT,the value of the first three Nike x RTFKT NFT drops equates to$250 milliontwo-thirds of market share in the$360 million market value of the fashion NFT collections launched in 2022.With thousands of NFTs already created and millions of dollars already traded on the market,one thing is clear:this is just the beginning.Despite early problems of the metaversesuch as concerns over the graphics quality,data streaming limits,and the inability to move assets around various,coexisting spaces of the metaversethe opportunities are attractive for brands,as they open new ways of engaging with customers and community building.We acknowledge the metaverse may sound like an abstract notion to the general audience and that many are skeptical about it,fearing it will reduce face-to-face interactions that we all value.However,we see the metaverse not as a revolution but as a gradual evolution of the internet we know today.In our view,while a gradual progression,we may all live in the metaverse sooner than later.Our research indicates that consumers increasingly care about their digital presence,especially in Asia,where 45%of digital users answered that their digital appearance is equally as important as their physical appearance.7EXECUTIVE SUMMARYWe expect that by 2030,most fashion industry leaders will have entered into the metaverse.We estimate that in the base case,this could translate into extra revenues of$25 billion a year,out of which:$6 billion would come from video game skins offered through fashion brand and gaming company collaborations.Worldwide,there are nearly 3.2 billion gamers.Video game skins are a fast-growing category of in-game microtransactions.Fashion companies can increasingly tap into this lucrative market.In our survey,18%of gamers declared they would be more likely to buy skins from established fashion brands if such skins were available.$6 billion would come from digital fashion,including avatars and avatar wearables,augmented reality photo overlays,and 3D try-on.The market for digital fashion is still young,dominated by a handful of digital fashion startups.However,fashion industry leaders are well-positioned to win market share in digital fashion against these newer,digitally native brands or to engage in successful partnerships.In our survey,established luxury and sportswear brands were top picks for purchasing digital fashion:36%of respondents would consider luxury brands,and 34%sportswear brands.$13 billion would come from NFT drops launched by the fashion industry.In our survey,NFTs were the most promising digital asset classthe number of digital users interested in purchasing NFTs in the next 12 months would nearly triple the number of current NFT holders.We see the most significant market opportunity for NFTs in categories with higher price tags,such as luxury and premium sportswear.These brands could leverage NFTs to ensure their digital products are as exclusive as their physical items,and capitalize on innovative technology such as digital twin,which is a virtual replica of a fashion item containing crucial information about the product,including its technical parameters and materials used.Other technologies to utilize include proof of authenticity and token-gated access,which allows a brand to restrict access to certain content to holders of a particular token or NFT.In a bull scenario,assuming higher adoption rates,our predictions are twofold,reaching$50 billion in total by 2030.As fashion in the metaverse scales up,there is still no consensus regarding the impact on the industrys sustainability goals.While some point to a substantial environmental cost related to metaverse technologies,particularly blockchain,others believe that digital fashion could be a disruptive force enabling the fashion industry to reach its ambitious sustainability targets.The fashion industry currently accounts for 5%of CO2 emissions globally,and digital fashion,especially NFTs,carries its own carbon footprint via excessive technology use.We analyze three fundamental questions to understand whether the metaverse is a sustainability threat or an opportunity for the fashion industry.First,what 8EXECUTIVE SUMMARYis the technology used to create and trade fashion in the metaverse,and what is its carbon footprint?Second,can digital fashion replace any physical production,or is it complementary?Third,can digital technologies help fashion companies reduce CO2 emissions from their traditional business?To understand the fundamental importance of the technology used to create and trade fashion in the metaverse in regard to sustainability,we have hypothesized three scenarios:a high carbon metaverse,a light carbon metaverse,and the metaverse as a force for good.In the first scenario,a high carbon metaverse,we analyze worst-case impact.If fashion in the metaverse is fully incremental to physical fashion and the current blockchain NFT mix applies with 80%of NFTs minted on a blockchain using proof-of-work consensus mechanism,we estimate that by 2030 the metaverse could increase fashion industry emissions between 0.6%and 1.2%.Fortunately,this scenario is unlikely to materialize as technology is evolving right before our eyes.On September 15,Ethereum,the most popular blockchain used for NFTs,changed to a proof-of-stake consensus mechanism,reducing its energy usage and carbon footprint by over 99%.This fundamental change has provided a remedy to broad criticism that NFTs have a staggering environmental impact.In the second scenario,a light carbon metaverse,we assume that blockchain sustainability is addressed and,going forward,the metaverse is built using sustainable and energy-efficient technologies,such as,Ethereum with proof-of-stake consensus mechanism or second layer blockchain.In such a scenario,fashion in the metaverse would generate only up to 0.1%of additional CO2 emissions by 2030.In the third scenario,the metaverse as a force for good,we consider the additional sustainability opportunities brought forth by the metaverse.Could digital fashion partially reduce physical clothing purchases?Our survey respondents are skeptical,yet one in five digital users between the ages of 18 and 25 reveal they occasionally purchase apparel specifically for digital content creation.The popularity of hashtags such as#haul or#unboxing highlights the magnitude of this phenomenon.Creating this content can come at a significantly smaller cost to the environment with the rise of digital fashion.Digital innovation also presents excellent opportunities for fashion players to reduce overproduction and,subsequently,carbon footprint.New solutions in product development such as 3D design could help significantly reduce physical samples and shorten time to market.Virtual showrooms and 3D try-on could help reduce the number of returns.We estimate that for every 1%reduction in overproduction,the CO2e emissions of the fashion industry would decline by between 0.2%and 0.4%.As the world of fashion enters the metaverse,it is vital to incorporate sustainability mechanisms from the start before it faces exponential growth that could rapidly scale up environmental costs and threaten the industrys sustainability aspirations.Fashion companies should not only make conscious technology choices for their own metaverse endeavors,but also help set sustainable standards for the metaverse.Consumers often do 9EXECUTIVE SUMMARYnot realize the environmental impact of digital purchases.At the same time,the metaverse opens a window of opportunitya chance to disrupt the industry and use digital technology to benefit the environment.It is up to leading fashion brands to enter into the metaverse and become sustainability innovators and disruptive forces of digital fashion.10ABOUT THE REPORT11ABOUT THE REPORTABOUT THE REPORTSince our first report was published in 2021,the average global temperatures have been persistently increasing,calling for actionable solutions and urgent preventive measures to be taken by consumers,corporations,and regulators alike.Amidst the progressive sustainability targets and bold proclamations,we see a rising new trend:the fashion industry increasingly engaging with the technologies of the digital world,putting the relationship between sustainability and technology in question.For example,Tesla,which heavily invested in Bitcoin early on,recently withdrew from the crypto world due to concerns over its climate impact.Such moves have added further uncertainty to the already highly volatile cryptocurrency market.Within this context,the fashion industry,although rapidly embracing the metaverse world,continues to have valid concerns about the environmental aspects of the metaverse.The environmental cost of metaverse technologies is a bone of contentionwhile some raise environmental concerns,others stand behind the idea that tech may enhance the sustainability of the fashion industry.This 2022 report,the first such comprehensive analysis of the impact that fashion in the metaverse could have on the environment,focuses on analyzing digital fashion in t