Stradivarius Enters the Metaverse with a Digital Clothing Line

The Inditex group’s fastest-growing chain has launched a business line dedicated to the development and sale of digital garments that can be added to images to share on networks. 

The Inditex group’s chain is now committed to digital fashion. After Zara took its leap into the metaverse with a first solo capsule in the Zepeto app and Pull&Bear entered virtual reality with the creation of a surfing game, as well as a virtual showroom and fitting room, Stradivarius becomes the third brand of the company founded by Amancio Ortega to launch itself into the virtual universe. In its case, it will do so with a digital fashion project as a way of expanding its catalogue of proposals.

The project will be dedicated to the development and sale of clothing items only available virtually. The model is similar to that of other companies specialising in digital fashion, such as DressX. Digital Fashion “offers the purchase of digital garments that can be added to images to share them through networks”, according to Stradivarius in a statement. 

These garments will be offered for sale by drops and will be marketed exclusively on the chain’s mobile app. The first is Drop 1: Blueming, a collection of digital denim and floral print items. 

The Digital Fashion service is currently available in Spain, Germany, Italy, Poland, Portugal, the United Kingdom, Austria, Ireland, Denmark, Romania, Greece, Sweden, Bulgaria, Croatia, Hungary, Czech Republic, Slovakia, and Finland, Slovenia, Serbia, France and Turkey.

Stradivarius Launches “Digital Fashion” Exclusively on its Mobile App

Stradivarius, Inditex’s fastest growing chain, was launched in 1994 and now has a presence in 64 countries through more than nine hundred shops. The concept was one of the only two of the Galician group that closed 2021 recovering pre-pandemic levels, together with Zara. 

Specifically, Stradivarius ended the year with sales of 1,824 million euros, an increase of 4.23% compared to 2019. The chain was the one that grew the most in annual terms, increasing its sales by 42.2%.

In addition, Stradivarius, Oysho and Pull&Bear were the only Inditex concepts that increased their pre-tax profit compared to before the outbreak of the pandemic. For Stradivarius, the increase was 10.6%. 

Inditex closed 2021 with sales of 27,716 million euros, 36% more than in 2020, but 2% below its turnover in 2019, before the pandemic. The profit of the company, the world’s number one fashion retailer, tripled compared to 2020, but is still 11% away from reaching pre-Covid levels. 

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