And you, are you more BtoC or BtoA?  - Jean Marketing > E-marketing TV

And you, are you more BtoC or BtoA? – Jean Marketing > E-marketing TV


You knew the BtoC, business to consumer, the BtoB to sell to companies, even the BtoBtoC, well my little marketers, I invite you to discover a new category which looks very promising, the BtoA… for business to avatar.

In the old world, the purpose of a company was to imagine a service or design a product to sell it to customers, whether individuals or companies.

Manufacturing process, organization of transport, storage and distribution logistics for sale in stores or e-commerce, after-sales service return, … what a hassle!

But that was before. Because today, there is a new El Dorado for brands. the BtoAotherwise called DTA for Direct to Avatar, the sale of digital objects to the digital version of each of us, our avatars,

It’s easy, not restrictive and above all it can pay off big.

No more problem of quality, size, season…

This new immersive Holy Grail of tomorrow’s social interactions could weigh 688 billion euros in 2024, according to a study conducted by Bloomberg.

So promising that brands like Nike are beginning to activate to become players.

She has just bought RTFKT, pronounce Artéfact, a nugget created in early 2020 by three partners including a Frenchman, Benoît Pagotto.

This company sells virtual items to equip your avatar.

I see you coming my little marketers, you say to yourself, it sells wind!

Not really !

In fact, each item is associated with an NFT, a digital token that is certified and traceable on the blockchain. Each NFT is produced in limited quantities to preserve its rarity.

To design its virtual items, RTFKT called on a community of designers and creators.

And she is far from the only one.

To supply the virtual goods market, platforms are multiplying, RTFKT, as we have seen, but also The Manufacturer, which allows users to create, manufacture and exchange digital clothing.

More interestingly, in 2020, young Croatians created Tribute Brand, the first brand whose clothes are 100% virtual.

The concept is simple: on the brand’s e-shop, users can acquire one of the items on sale. They are available for all genders and in all sizes, but in limited quantities.

This will then be digitally added to a photo of the purchaser and can be published on social networks.

For just a few dollars, anyone can now show themselves in a techno-couture creation with high potential for likes, without even owning the garment.

According to the site’s creator, “physical fashion will focus more on craftsmanship, functionality and durability. People will wear a uniform in real life. All the purely visual aspect of fashion, including the constant renewal of trends, will move into the virtual zone. »

For Kerry Murphy, Founder and CEO of The Manufacturer, “People will start to see the value of digital items? and realize that they would rather interact with a digital product, or have an endless digital clothing wardrobe, but a very limited physical wardrobe.

Not very reassuring for the big luxury brands whose goodwill and profitability is based above all on the quantity and quality of manufacture of their IRL products, in real life.

Who will be the big winners in the BtoA battle? No one can tell.

But some luxury bosses are wondering. This is the case of Bernard Arnault.

During the results of his LVMH group, he insisted that “we want a real product, sold for real.” “We are not interested in selling virtual sneakers for 10 euros. We are not in there. »

Not BToA for a penny, this Bernard!

Come on my little marketers, it’s over for today.

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