BCG：元宇宙与可持续发展对时尚业的影响-96页_29mb

Report Summary: Metaverse Opportunity or Threat for Fashion Sustainability

Contents

• Sustainability and the Fashion Agenda
• The Metaverse as Emerging Fashion Power
• Measuring the Metaverse Impact
• A Strategy for Business and the Planet

SUSTAINABILITY AND THE FASHION AGENDA

• The fashion industry is a major emitter, responsible for 5% of global CO2 emissions.
• Consumer demands and regulations are pushing brands toward sustainability, but greenwashing concerns persist.
• Supply chain emissions are largely driven by Scope 3 (value chain), especially raw materials like cotton.

Climate change is driving urgent action in the fashion industry, including ambitious emission reduction pledges by major brands, collaborations with institutions to address greenwashing, and innovations in circularity. However, technical and regulatory uncertainties within the supply chain remain significant challenges.

THE METAVERSE AS EMERGING FASHION POWER

• The metaverse intersects technologies like AR/VR, Web3, and NFTs, creating new opportunities for fashion.
• Brands are entering the metaverse through NFTs, digital-only fashion, and video game skins.
• Established luxury and sportswear brands are top contenders in the digital fashion space.

The metaverse represents a fundamental shift in how fashion engages with consumers, especially Gen Z and younger demographics. Initiatives like virtual events (e.g., Metaverse Fashion Week), integrated platforms (e.g., Roblox), and partnerships with digital native brands are driving growth. Despite skepticism about its environmental impact, the fashion industry already sees early financial gains from metaverse activities.

MEASURING THE METAVERSE IMPACT

EMISSIONS Scenarios

• High-carbon metaverse: Could increase the fashion industry’s CO2e emissions by 0.6%–1.2% by 2030, mostly due to energy-intensive NFTs.
• Light-carbon metaverse: Assumes adoption of sustainable blockchain technology (e.g., Proof-of-Stake), resulting in only up to 0.1% additional emissions.
• Force for good: Could lead to a 1–3% reduction in emissions per 1% decrease in physical overproduction through digital tools.

While blockchain upgrades are critical, emissions also depend on factors like energy mix and industry adoption. Greater nearshoring and renewable energy use could further reduce the environmental footprint.

A STRATEGY FOR BUSINESS AND THE PLANET

Key Recommendations for Fashion Companies Entering the Metaverse:

1. Track Holistically: Integrate sustainability metrics into metaverse strategies.
2. Choose Low-Carbon Tech: Prioritize sustainable technologies like Proof-of-Stake blockchains.
3. Offset/Inset Emissions: Use carbon offsetting or partnerships aimed at on-chain emission reduction.
4. Leverage Innovation: Use blockchain and AR/VR to reduce overproduction.
5. Educate Consumers: Raise awareness about the environmental impact of digital purchases.
6. Protect IP: Register trademarks for metaverse-related products and NFTs.

Legal and Market Highlights:

• Blockchain proves effective for supply chain transparency but faces challenges in standardization.
• Legal protections are still emerging regarding trademarks in virtual spaces, with notable cases like Hermes vs. a digital artist.

Concluding Thoughts

The metaverse presents both significant business opportunities and sustainability challenges. Early action on technology adoption is crucial, and established brands stand in an excellent position to shape a sustainable digital future for fashion while leading consumer education. While the metaverse can help reduce overproduction, its potential as a force for good depends on a commitment to low-carbon strategies and responsible implementation.