While we have previously profiled the potential of Gather as a virtual workspace, this metaverse is also being employed as a tool for brand education and recruitment. In South Korea, leading multi-brand retailer Lotte Department Store recently opened Lotte Town in Gather as a space to recruit new team members across its fashion, luxury goods and beauty departments.
Beginning with a contactless seminar in Gather to inform recruits about the company, Lotte’s metaverse recruitment drive is echoed by Samsung Electronics, which is hosting job consultation sessions in the metaverse as a conduit to engaging Millennial and Generation Z job-hunters. Other brands, such as Coca-Cola Korea, are using the metaverse for brand education; it recently built an island in Gather to engage people in its plastic recycling efforts.
Bricks-and-mortar store closures are normally forced by falling sales, the need to cut costs or economic impacts such as the global pandemic. For others, they could soon be a response of the environmental impacts of physical store operations, with Israeli company ByondXR positing that metaverse retail could be an eco-solution for conscious retail companies.
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