Increased accessibility is another big driving factor for digital-led experiences

A virtual fashion-based company AdamEveFamily has lined up a full roster of digital models and collections that will bring about a change in the way the world perceives fashion and advertising. As digital marketing moves more and more towards a personalised niche, virtual avatars will continue to rise and find themselves becoming the real deal, like the metaverse. In an Interview with Fibre2Fashion, Co-founder & CEO Jeff Emmanuel discusses about AR-VR based companies, digital influencers and shares his thoughts on digital well-being.

Fibre2Fashion: How did the AdamEveFamily get started?

Jeff Emmanuel:

We started out with two parallel thoughts that forked to meet.

F2F: How would you define the emerging trend of digital fashion and meta world?

JE:

Overall, the entire landscape of businesses that are looking towards profitability while being mindful of the means that they are taking to get there, seems to be the biggest first adopters and gainers from the digital and metaverse ecosystems.

F2F: With so many virtual and AR-based companies showing up in the market, what makes your venture stand out?

JE:

As is with any trend, and especially with one as seemingly large and buzzing as the metaverse, you will always find a cluster of ‘first timers’ relying quite heavily upon trial-and-error methods to discover what they really offer as a value proposition to their adopters. While this is integral to discovering the best use of the platform itself, it’s often at the cost of time, money and resources for the client/business.

F2F: Will the meta-based influencers be able to replace the real ones and what are the benefits of working with virtual influencers?

JE:

Replacing is a harsh word and it’s important to remember that as humans, we value physical interactions too. But having said that, owing to limitations of time, travel and other such factors that we cannot control, a digital medium offers serious precision, scope, and scale to visualise our future in ways we cannot even completely begin to grasp!

F2F: In addition to digital avatars, which other services does your company provide?

JE:

We also offer end-to-end digitally-driven influencer marketing campaigns, content creation, social media execution and metaverse connection plugs for products/services/businesses looking to be fast and future-ready by also providing an ethical alternative focused on sustainability – for the consumer, the product/service/business itself and the planet too!

F2F: Do you think Indian brands and designers will take interest in entering the metaverse? Have you encountered any such brands lately?

JE:

We’re already creating full digital-influencer led ecosystems for two world class fashion designers well-known in popular Indian culture and context, who are keen to explore the potential of digital with us. With NFTs (non-fungible tokens) also being a high-value offering in this context for art and artists, the added value of creating and curating digitally saves and optimises time, money, resources.

F2F: What other sectors, outside fashion, may use and profit from AR & VR and the meta world?

JE:

Soon, we predict that the real estate and automotive sectors will also break out and into the virtual playing field in vast number while they create unique experiences for customers and increase their own profitability.

F2F: Why is metaverse better than traditional physical stores?

JE:

Primarily because you experience the product in a new way that is more interactive and immersive than even the authenticity of a physical experience. Data can be plugged and used to create personalised experiences that can engage and blow minds in ways that we wouldn’t necessarily imagine!

F2F: Since many people are opting to reduce their screen time, how can your company contribute towards digital well-being?

JE:

Digital well-being for us also operates from a place of not adding to visual clutter or time. We strive to check spiking existing levels of screen time and use in our basic function – we create experiences that are curated for a specific use or purpose.

F2F: Tell us about your favourite projects and clients you have collaborated with.

JE:

While we can’t be too revealing here to honour our agreements with our clients, we can reveal this much: