She hailed Web3 integration and community building as key ways for the brand to engage with new generation of consumers.
Group, delivered her speech on how to drive innovation during unprecedented times via her avatar during the WWD x The digital revolution, ensuring diversity, inclusion and sustainable operations, as well as dealing with an increasingly demanding consumer, compounded by socioeconomic and geopolitical disruptions, are some of the key areas she has been working on.
The first entails the optimization of the business operations, said Kim, which started with supply chain, production, and merchandising through the principle of seasonless-ness. Last but not least, Kim hailed “the pioneering mission impossible mindset of our team drove strong morale through an anything is possible spirit.”
“We will introduce 360-degree online and offline environments connected through the metaverse offering consumers the freedom to interact, engage and immerse. This is also comprised of three important pillars,” she said. “Next, we have NFTs. Through the metaverse, NFTs can provide new products and services such as proof of authenticity, ownership, assurance, ease of resale, and rewards, which is the approach we’re taking as the first step. In fact, we recently became a member of thea nonprofit association of luxury brands investing in Web3 In order to provide enriched experiences for consumers,” said Kim.
During the process, the relationship between the brand and the customers is changing. Kim said she no longer regards her clients as consumers but members of MCM’s community.
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