The updating of knowledge and continuous training are key for us to progress in a society that advances at an unstoppable rate. The best example we have in the last year and a half. Most of the companies had a very large section in their five-year strategic plans that said “Digital transformation of our activity”.
The arrival of the coronavirus has caused that what they had planned to do in five years, they have had to carry out in just a few months. We can never underestimate our environment. For that reason, we must be aware of each and every one of the developments that occur in our day to day. Today, one of the issues that generates the most interest and confusion is that of cryptocurrencies.
Not even twelve years have passed since we started talking about them and there are already more than 800 around the world that concentrate, according to the AECOC, a collective capitalization of 80,000 million dollars. We are talking about a market that is necessary to know because its growth is increasing. In fact, and here we go with the matter that concerns us, the big luxury brands have already allied themselves with digital consultants to launch their own cryptocurrencies or have even announced exclusive collections related to them.
But before delving into the matter, how can we define it? It is an exclusively digital currency that uses special encryption and registration techniques called blockchain. This is in charge of regulating the creation of new currencies, the so-called tokens, and is independent of a central bank.
And it is that NFTs (non-fungible tokens) are increasingly coveted and there are many who value having a unique digital item. They are nothing more than intangible assets. For example, in March Gucci aligned itself with Wanna, an app specialized in rendering sneakers, to launch a series of 25 sneakers for virtual use only.
For 7 euros, in Wanna itself, and about 12, in the application of the Italian house, the user could get the complete lot and put on the designs at will through augmented reality. Likewise, it could be used as a filter on social networks such as Instagram or Snapchat. Posture at its best.
Another of the firms that has put its head in the world of cryptocurrencies has been Dolce & Gabbana, which just a few days ago presented its first exclusive NFT (Collezione Genesi) collection in the UNXD luxury market. And it has done so during the recent Alta Moda, Alta Sartoria and Alta Gioielleria shows in Venice.
Likewise, Reebok and Louis Vuitton have also launched their own non-fungible fashion tokens. The sports shoe brand, for example, launched its limited-edition sneakers in the NFT format at the end of April, with prices from $500 to $2,000, with only 200 pairs in stock.
Although it is difficult to assimilate, it is necessary to get used to all this because it is called to become the trend of the future.