Link To The Presentation : The change I want to see in the World
How we Create, Consume, Communicate and Work has changed with digital revolution and the recent pandemic has put us all in practice. We have evolved to hybrid work cultures, digital commerce , online learning but as I unravelled deeper, one of the only industry that has not yet adapted to the digital bloom is the handicraft industry. The US Labor Statistics in a report mentioned 0% job growth for the artisans for the forecast period 2018-2028. As per Business Insider, thirty million Indian Textile Workers have lost their job owing to the outbreak and the decline of the interest in handicrafts. UNESCO has identified the indigenous craft as one of the domains of the intangible cultural heritage. The slowdowns and the inability to adapt to the changed digital periphery has resulted in loss of livelihoods for the artisans and this heritage. My experience with working closely with pashmina weavers in India, bases my research to explore the impact on the Indian handicraft industry.
The major stakeholders involved are :
- The artisans and craftsmen who are the epicentre of the change that will help them grow, the blockchain traces the product to origin so it would help artisans against rip-offs.
- The consumers of art, fashion, music and commerce on this platform for immersive experience
- Already successful digital brands who want to expand to new market and channel;
- Main stream brands like Nike, Dolce&Gabanna , Zara that want to capitalise on an emerging market; marketing agencies for an added channel
Firstly, in conversation with Ajit Mohan, Vice President and Managing Director META India, he expressed how Meta is determined to drive the change and how India can shape what metaverse will become globally with young population, the ease to embrace change and adopt new technologies will be an advantage. Secondly, while researching there were a lot of concerns over metaverse as to net carbon footprint, privacy issues, access and I had an opportunity to ask Andrew Kiguel, chairman Metaverse group during convention ‘ Fashion and Metaverse’ in March about the essential cross- platform concerns to which he expressed how the team at META is aggressively researching and testing the possibilities. Thirdly, I used social media as a tool to take a poll. The demographics of interest peaked in India and USA followed by United Kingdom. 80% of the 20 respondents wanted to test and shop in Metaverse as it would give them an opportunity to try the garments virtually before purchase that shows increased shoppability*.
I expect to use the planning method of backcasting**
the future models that I look as an added avenue for the artisans are Shoppable Art Exhibitions that can be accessed virtually through VR headsets. The artwork will be available as sale virtually as NFTs or tangible paintings with a delivery option on checkout; Virtual Commerce Stores;
Fashion Shows; workshops. The reach of the movement ‘Black Lives Matter’ through social media is testimony of the impact of social media. I want to use this new platform to percolate practices of Inclusivity at all levels, Cultural Representation and Gender Fluidity through the virtual goods and campaigns. This arena is emerging, volatile and there are developments as we speak. The uncertainty around the future with virtual reality and metaverse raises questions but the inevitability of this evolution and my passion towards the change wants me to Test, Build, may be Fail, Rebuild and explore this uncertainty.
“And if there is potential, then why not stake the claim and explore the opportunity?”
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**Shoppability is the process of curating the shopper’s path to purchase from engagement through to product discovery and conversion, with the main ambition of shortening the funnel and reducing friction
*** Backcasting is a planning method that starts with defining a desirable future and then works backwards to identify policies and programs that will connect that specified future to the present.