Balenciaga, Hugo Boss bank on Web3 to boost customer loyalty

26 May 2024

Balenciaga launches NFC-connected merch; Hugo Boss introduces a new Web3-powered loyalty program; and Adidas taps the Apple Vision Pro at its Seoul store.

Hot on the heels of Blackpink’s digital collectibles drop, the Web3-powered entertainment industry is gradually regaining momentum. This week, Balenciaga launched another NFC-connected merch collection, this time in collaboration with music artist BFRND.

The collection marks the next NFC-infused project to arrive from Balenciaga’s Music subsidiary and also introduces a new gamified experience. But has the concept got legs?

In other news this week, the Aura Blockchain Consortium has hit a milestone of onboarding 40 million products onto the blockchain — a watershed moment for the technology and its rocky past — while Hugo Boss has unveiled a Web3-powered loyalty program to improve the customer experience.