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Fashion Talk

Jeff Emmanuel

Co-founder & CEO
Company - AdamEveFamily

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.

One, is that resources – both natural and man-made – are increasingly strained, while catapulting demand for increased consumption has put the planet in serious danger.

Two, was that the increasingly rapid migration to the metaverse and digital living overall should enable creating solutions that are focused on sustainability for all involved, especially for fashion and marketing, when adopting and merging with new-age tech.

Also, synchronising with the gen Z boom – that digital humans were spiking in popularity when it came to creating intrigue – was a value addition we wanted to help equip businesses with, so they could be 100 per cent future-ready to build, grow and scale-up.

 

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.

Digital fashion is coming to the fore, and it is influenced by the noise and outrage about unethical long-term practices that fast-fashion and the fashion world overall has repeatedly been accused of. This has caused irreparable damage to the planet while also creating several consumer biases.

Digital fashion offers a lower carbon footprint solution for future-first brands while also having an uncanny ability to spike profitability and optimise time because everything is so much quicker, easier and efficient on the internet! The metaverse too, with its unique personalised experiences, offers such hope and promise, that the future of the Earth hinges on its success.

Brands that are able to offer experiences and value for time stand to profit from the virtual ecosystem while also breaking the clutter and standing out from the crowd!

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.

At AdamEveFamily, we have already invested in this R&D and built our roster of digital avatars and models which are hyper-realistic, authentic and tried-and-tested – as guaranteed brand value optimisers equipped to cater to ever-increasing demands of scale, profitability and authenticity for every business we offer our services to, while being relatable and aspirational to a steadily increasing and demanding consumer base.

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!


Our virtual influencers would primarily create value in:

Cost Efficiency: by offsetting massive costs for physical spaces, shoots, models, equipment, rentals, and such that require giant budgets to maintain a high standard of asset creation.In India alone, an estimated 3,400 crore plus is spent yearly on marketing and shoots in the fashion space or spaces connected to fashion in any way. We believe this can be optimised by 50-60 per cent to open up capital for other essential functions or for savings and profitability.

Quality Asset Creation: Since the world is somewhat at the crossroads of digital transformation, a lot of cost and time is spent on creating assets that are not necessarily cross-platform/physical-to-digital friendly. Creating quality assets that are seamlessly interchangeable between physical and digital spaces is what we are offering at optimised costs and timelines.

Time Optimisation: Imagine a universe, rather multiverse, where everything and everyone is so efficiently inter-connected that you save time at every level of your operations/processes. That is exactly what we are creating for the fashion world!

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.

We are also currently creating some exciting virtual-driven brand and product marketing campaigns for some popular clothing brands that we see and interact with on a daily basis. More on that soon!

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.

Global consumer brands looking to enter and consolidate their presence colloquially, while being more relatable to local markets by creating unique, aspirational consumer-centric experiences also stand to benefit from this digital transformation.

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!

Increased accessibility is another big driving factor for digital-led experiences because the internet can remove physical barriers of time and space – that means interconnected stores, product experiences that are not dependent on traditional physical methods, and more that enhance the use case for both the business and the consumer.

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.

With technology opening up new possibilities incrementally, we as people are increasingly transforming most of our physical interactions and experiences digitally – to remove real-time physical barriers and costs. At AdamEve, we are creating virtual ecosystems so these interactions can minimise human effort overall too, while offering an efficient and scalable platform for brands and businesses to create ethically and mindfully.

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:


We’ve recently partnered with John Jacobs for one of their collections. We’re currently creating digital ecosystems for two reputed fashion designers. We are also working with a well-known fashion retail brand on their novel sustainability-led collection. We are also set to re-create a popular Middle East celebrity and create her digital avatar. And there’s more brewing that we hope to make public soon!

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

Interviewer: Kiran Sahija
Published on: 27/10/2022
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