2 mins readIn its latest endeavor, Lacoste broadens its Web3 program, UNDW3, introducing an immersive gamified ecosystem for its NFT holders. The French fashion house is setting the stage for deeper customer engagement, offering token-based rewards linked to various creative and interactive activities. As users rack up points, the rarity, and hence value of their NFTs, increase. This innovative approach presents a stark contrast to other luxury brands' Web3 strategies, solidifying Lacoste's position at the forefront of the digital fashion landscape.
Credit: Lacoste
French Fashion House Lacoste Expands Web3 Initiative
Lacoste, a renowned French clothing brand, has excitedly disclosed the latest addition to its digital Web3 initiative. This cutting-edge development, a gamified ecosystem, aims to stimulate active user engagement by offering enticing NFT benefits.
In June last year, Lacoste rolled out UNDW3 (pronounced "underwater"), which unveiled 11,212 unique profile picture NFTs that ingeniously incorporated the brand's signature crocodile symbol. Early participants of UNDW3 were treated to exclusive merchandise and special event invitations. The brand's latest announcement takes this program a notch higher, aiming to bolster Lacoste's digital presence and foster a more interactive, beneficial relationship with customers and the wider community.
Earning Rewards through Engaging Activities
UNDW3 NFT holders who link their crypto wallets to the newly unveiled UNDW3 portal are now privy to a variety of activities. These include creative contests, interactive discussions hosted by Lacoste, and video game quests. The level of engagement and success in these activities translates into points earned on the participants' UNDW3 card, associated with their wallet and Discord account. As Lacoste confirms, accumulating points augments the rarity, and subsequently, the value of the participants' NFT.
UNDW3 NFTs, initially offered last summer for .08 ETH per token, now command a floor price of .0294 ETH, equivalent to just over $54 at the time of this writing.
Blockchain as a Digital Accelerator
Catherine Spindler, Lacoste's deputy CEO, shared the brand's vision of blockchain technology as a transformative agent for the digital landscape. Lacoste is geared towards more than just keeping up with trends surrounding NFTs and the metaverse. Instead, it seeks to engage creators, nurture relationships with customers, and integrate them into the brand's creative process.
Engaging Missions and Rewards for Participants
UNDW3 "missions" are set to roll out on both Discord and Lacoste's dedicated website, with each season being further divided into month-long, themed chapters. The first season, which consists of five chapters, is slated to conclude in October, and the top 200 most active users of each season will receive exclusive rewards.
This strategic move from Lacoste to create wide-ranging, gamified experiences that entice a significant user base stands in stark contrast with the Web3 strategies of other luxury brands. These brands have often leaned towards tokenization mechanisms to reward small, exclusive circles of elite customers with personalized events and exclusive merchandise.
