- Victoria’s Secret has filed several applications with the United States Patent and Trademark Office,
- Victoria’s Secret is focused on participating in the metaverse through various products such as clothing, underwear, footwear, bags, etc., and virtual services, in online and virtual environments.
The metaverse and NFTs are attracting more and more users and brands. The fashion industry is one of the markets that has adapted to them the fastest and one of the latest fashion firms that has joined the digital world is El Secreto de Victoria.
Michael Kondoudis, a lawyer focused on intellectual property, trademark and patent law, announced through his Twitter account that filed several patents for the lingerie company with the United States Patent and Trademark Office, for “ooffer digital collectibles and media created with blockchain technology and clothing and online media for use in “virtual environments“.
These patent filings could see the company launch plans to offer its designs as NFTs on different platforms in the metaverse.
In addition to the patents filed for Victoria’s Secret, Kondoudis filed others for Pink, a sub-brand of the lingerie firm, focused on a younger audience, inspired by fashion for young people and college girls.
In accordance with registered patents Victoria’s Secret also wants to cover retail store services with virtual products, among which are clothing, underwear, footwear, headgear, glasses, bags, fashion accessories, photographs, images, videos and recorded footage for use in environments virtual shows and virtual fashion shows.
The purpose of this process is to ensure that the brand cannot be used by third parties in the multiverse, because to do so you must have the approval or consent of the original company.
With its products, services and fashion shows in the virtual environment, Victoria’s Secret joins other renowned firms, such as:
- Ralph Lauren, which develops digital clothing sales strategies or virtual visits to its stores, targeting mainly young buyers.
- Gucci and Superplastic with the collaborative project called SuperGucci, or with the purchase of an unspecified amount of land in Decentraland and
- Dolce and Gabbana and its exclusive High Fashion NFT collections made by Dolce & Gabbana.
For some fashion analysts, the realm of the metaverse could be an opportunity for Victoria’s Secret to resume its high position, evolve with world trends, and promote and launch innovative marketing strategies to conquer new groups of fans and followers.
None of this would come amiss, after between 2017 and 2019, AL Brands Inc., owner of Victoria’s Secret, registered a drop in its audience and received a series of criticisms that affected its flight, reputation and sales.
The controversies that arose forced the brand to react and work to change its image, seeking to improve, to be more inclusive, less sexist and outdated, and exhibit greater diversity in the choice of models, with females of dark complexion and of different origins. ethnic. This environment of criticism is influenced by the new thinking of today’s young generations about the physical appearance of a woman.
“There are two elements in the lingerie industry that are affecting the popularity of brands: comfort and positive thinking about the body.“, he told BBC World Jo Lynch, the lingerie editor of WGSN, a consulting firm that anticipates trends in the world of fashion.
Targeting new projects in the metaverse, currently rated as one of the crucial markets, is a point in favor of this brand founded in the early 1970s in the United States by Roy Raymond.
You might be interested in: