Pull & Bear has become Inditex’s second brand after Zara to venture into metaverse. Pull & Bear has launched a virtual reality project for the metaverse that features everything froma virtual showroom to a fitting room, and even a surfing game that allows users to interact with the retail brand. The brand plans to make the immersive experience available to users via the ‘Meta Quest 2’ virtual reality glasses. It will also make a portion of this new universe available through a web adaptation to enable users to access it.
To carry out this project, Pull & Bear launched six digital looks plucked from collections that are more geared towards generation Z. Developed in partnership with La Frontera VR and Meta Creative Shop, the digital project aims to create a universe where garments will be compatible with the Ready Player Me platform's apps and games, such as VRChat, Sommium Space, LIV and Animaze.
Founded in 1991, Pull & Bear focuses on the teen apparel market, alongside other Inditex-owned retailers such as Berksha and Stradivarius. It operates through its own e-commerce site and a total of 706 physical stores worldwide.
