Product details

Daphnée Prometheus, CEO of a luxury apparel company called Grass, (a fictitious company and character), made it a habit to follow fashion trends on the internet. Grass, although founded in 1946 in Paris with a turnover of over EUR850 million (USD855 million), had built its reputation on timeless and elegant pieces of clothing for those who could afford them and opened self-owned boutiques in 20 major cities including San Francisco, Paris, Shanghai, Tokyo, and London. Daphnée was concerned about the staying power of the brand to keep it relevant and fresh for the younger generations of potential customers. Digital fashion, or 'contactless cyber fashion', in other words, virtual digital fashion is 3-D clothing designed for humans and digital avatars. The clothing articles are created with 3-D computers without any fabrics or materials and did not exist in a three-dimensional format. To buy digital clothing online, the ease of purchase is as simple as any other online purchases of products and services. One of the main platform for digital fashion is in the world of online gaming. Nearly 3 billion people around the world play video games, and that figure just keeps growing. In this context, Daphnée was considering whether digital/virtual/contactless fashion would be an opportunity. She was trying to analyze why customers would spend from EUR30 (USD32) to EUR1,000 (USD1,100) or much more on clothing that did not exist in the real world, only online.