Springfield enters metaverse with first digital collection

By

Rocío ALONSO LOPEZ

Translated by
Roberta HERRERA

Published
Nov 23, 2022

The Madrid-based retail chain is launching its first digital collection. The new 'Metacollection' will be available exclusively on the Roblox and Decentraland platforms until December 18. The project was developed in collaboration with Playoffnations, a Spanish company specializing in metaverse experiences, as well as with Web 3 and metaverse specialist, AlterHeaven.

This initiative, based on an existing physical collection of the brand, will allow users to purchase clothes for their digital avatars to wear. Items purchased on Roblox can only be used on that platform, while garments purchased on Decentraland can be used in other digital spaces, thanks to blockchain technology.

"Fashion is a way of expressing one's personality and as in the physical world, everyone will be able to choose their own unique avatar in the metaverse," explained Rosario Treviño, Springfield's marketing and communications director. "The avatar itself is fashion, a digital expression of your personality and how you want others to perceive you," she added.

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With the launch, Springfield enters the list of Spanish brands that have bowed digital collections in the metaverse, along with names such as Mango, which unveiled an NFT collection earlier this year in May, and Zara and Stradivarius, both owned by the Inditex group, which respectively launched a capsule on the Zepeto app, and a digital fashion line divided into different "drops."

Present in around 70 countries through a retail network of 750 points of sale, Springfield forms part of the Tendam group brand portfolio. The group also owns the brands Cortefiel, Pedro del Hierro, Women'secret, Hoss Intropia, High Spirits, Slow Love, Dash and Stars, Ooto and Fifty. On the financial front, Tendam increased its sales by 12.1% in the first half of its current fiscal year, reaching 577.4 million euros.