Innovation signalling

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What is innovation signalling?

Innovation signalling has some similarities with its counterpart virtue signalling in terms of authenticity in terms of behaviour and the projected image. An organisation looks to demonstrate its ‘high degree’ of innovation with actions and projects with the external image firmly in mind. There may be an internal learning, or business benefit to this as well, but the image projected is the main objective.

How to Complete Label’s Fashion Challenge in Animal Crossing: New Horizons

As I wrote this post a collaboration between Moncler and Adidas dropped putting innovation signalling at its core involving both involving NFTs and AI generated designs and models.

Open Sea has an NFT where the owner gets a Rolex watch on submission of the NFT. This has since been extended into the US market by CRM Jewellers in Miami.

AI has its place for instance, simulating and optimising product design based on physical properties. NASA has used AI for just this purpose in conjunction with additive manufacturing techniques for small production runs of parts needed for the space programme.

It’s not just the luxury sector

This might read like I have been picking excessively on the luxury sector. I use them as exemplars mainly because their examples are so high profile. But there are examples in other sectors. For instance, Walmart partnering with IBM to use block chain to track individual lettuce heads from farm to customer trolley.

There were similar partnerships that IBM hatched with Unilever, Nestlé and Dole Foods as well, but the fruits of these projects were not publicised to the same degree.

You can find similar posts here and this metaverse discussion paper that helps to cut through the blockchain and metaverse hype.

More information

Dior takes its Chinaverse presence to new heights with second virtual showcase | Digital | Campaign Asia

How the metaverse downturn is benefitting digital designers | Vogue Business

Kim Jones designs skins and vintage car for Dior’s gaming debut | Vogue Business

Inside The Metaverse Strategies Of L’Oréal And LVMH | The Drum

Meta’s new digital fashion marketplace will sell Prada, Balenciaga and Thom Browne | Vogue Business

When it comes to Roblox, Gucci is not playing around | Vogue Business

Gucci Town Lands on Roblox With Activities and Shopping Experiences – Robb Report and Gucci Cosmos Land brings physical heritage to the metaverse | Vogue Business – on The Sandbox

VR Experience for Santos de Cartier Launch – Virtual Reality Marketing

Cartier Plugs into VR to Sell Historical Watch Story to China | Jing Daily

LVMH’s Arnault is wary of the metaverse “bubble”. Should luxury be? | Vogue Business

Marni introduces digital fashion with new virtual world | Vogue Business

Tiffany’s Alexandre Arnault joins the NFT Cryptopunks community | Vogue Business

Roblox earnings: Why enticing brands is key to the future of the metaverse platform – Digiday

What fashion week looks like in the metaverse | Vogue Business

Luxury brands are ditching KOLs for virtual influencers in China: how Alexander McQueen, Dior and Prada are turning to digital avatars and AI idols to woo millennials | South China Morning Post

An Outfit to Match Your Chain – Google Drive – Highsnobriety has interviews where these intersect with luxury and fashion. It will be probably handy for a couple of client presentations

NASA Turns to AI to Design Mission Hardware |

From Farm to Blockchain: Walmart Tracks Its Lettuce – The New York Times

Walmart and 9 Food Giants Team Up on IBM Blockchain Plans |