However, designing virtual clothes versus designing a virtual shopping experience are two disparate concepts. Despite a resurfaced five-year-old video from Walmart and an ultimately unofficial teaser demo of H&M, the strip mall of the screens remains speculative. But whenever that eventually happens, marketing will also be reshaped and molded to fit into the 3D world. Advertising company Wunderman Thompson is anticipating this and experimenting with “inspiration kiosks” to test out different marketing features.
First off, fashion and beauty companies are selling visions of metaverse makeovers, in which avatars get dressed up and dolled up. Luxury brands like Gucci, Balenciaga and Burberry have been sketching and planning digital fits to adorn digital users. PulpoAR will offer virtual makeovers. Other companies, like Procter & Gamble, are adding more subtle beauty experiences like BeautySPHERE, which walks users through the ingredients and processes used to make their cosmetic products.
Source : https://www.popsci.com/technology/metaverse-technology-ces/