On today's episode, we discuss which brands are emerging as key players in the metaverse race, how Apple could make its mark, why Disney's intellectual property (IP) makes it a heavyweight in this space, how Nike is positioning itself, and more. We then talk about what to expect from cashierless technology in 2022 and how a new breed of remote workers has changed shopping. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

On today's episode, we discuss the pillars driving what's next in retail media, how to navigate the pros and cons of retail media expansion, and retail media budget commitments. We then talk about how eBay is streamlining things, the significance of Wayfair's bump in the road, and Nike's foray into the metaverse. Tune in to the discussion with senior director of strategic marketplace services at Tinuiti Elizabeth Marsten and eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

Nike files to trademark virtual goods as metaverse inches closer to reality: Many companies have already begun experimenting with branded digital items, but some are starting to take it more seriously as buzz around the metaverse intensifies.

The big takeaway: Consumers might be moving to private label brands for groceries and other essentials, but the strong performance of brands like Levi’s and Nike shows that plenty of shoppers are willing to pay higher prices for premium items.

Macy’s and Nike tied for second in total number of features offered, with 33 each, but Macy’s outperformed Nike by providing more of the features that apparel buyers were most interested in. Macy’s tied for first in two categories: Payments (in a three-way tie with Dick’s Sporting Goods and Walmart) and Search and Filtering (where it tied with Kohl’s).

Brands such as adidas and Levi’s have dedicated storefronts on Amazon, while Birkenstock and Nike have pulled off the platform. The question of whether retailers should distribute on Amazon ultimately comes down to whether the platform can provide incremental sales without eating into their bottom lines.

Take direct-to-consumer (D2C) ecommerce, where there’s a sharp dichotomy between established brands such as Nike and digitally native brands such as Peloton, Warby Parker, and the retail brands that Amazon aggregators like Thrasio purchase. While digitally native brands used cheap capital to build their businesses, they’re having trouble adapting to the new landscape.

Nike. The iconic global footwear and apparel brand epitomizes the successful D2C strategy for established brands. Over the past decade, Nike has invested in cutting-edge channels it owns and operates—both online and via physical stores—while systematically pruning its distribution partners. Nike is taking more complete ownership of its brand while amplifying its direct relationship with customers.

For example, pandemic-related factory shutdowns in Vietnam and Indonesia caused Nike to lose three months of production during 2021. With fewer products to sell, Nike sought to conserve profit by halting sales to third-party merchants such as DSW and Foot Locker. Buying behaviors have shifted, leading brands to adjust their product assortment.

Ralph Lauren, Nike, Hyundai, and Vans have all launched recent campaigns on Roblox to woo younger customers. As metaverse initiatives become more prominent, expect more attention to be paid to this space. Oasis Consortium, a group of game developers and online companies envisioning an ethical and safe internet, has introduced guidelines to promote safety in the metaverse.

That’s a larger share than Nike Membership (7.1%), Instacart Express (5.9%), and Target’s Shipt service (2.9%). The big takeaway: Membership programs can significantly boost customer lifetime value.

Apple and Nike have both shut down stores, with Apple stating it will halt all product sales in the country. Visa and Mastercard announced that they would cease business in Russia. BMW and General Motors have halted vehicle deliveries. The big takeaway: Russia isn’t a huge market, but it’s not a small one, either.

Notable brands include Nike, Ralph Lauren, Louis Vuitton, Tommy Hilfiger, Balenciaga, Burberry, Gucci, Vans, Zara, and Forever 21. While most have taken an experimental approach—think one-off campaigns more about marketing than sales—some are staking claims to become metaverse pioneers in “direct-to-avatar” commerce. Nike stands out as the biggest brand to commit most fully to a virtual future.

Expect to see some comingle their loyalty programs and some retailers carry exclusive brand merchandise, as Dick’s Sporting Goods does with Nike on its website. Immersive brick-and-mortar experiences will lure consumers back.

Brands have already made aggressive moves into the metaverse: Nike recently acquired a virtual apparel company to bring its brand to virtual worlds, and Ralph Lauren has partnered with Roblox to release limited-edition virtual clothing made by the legendary designer. Looking forward: If a unified, open virtual world is what you imagine when you think of a metaverse, you’re in for a disappointment.

Notable brands include Nike, Ralph Lauren, Louis Vuitton, Tommy Hilfiger, Balenciaga, Burberry, Gucci, Vans, Zara, and Forever 21. While most have taken an experimental approach—think one-off campaigns more about marketing than sales—some are staking claims to become metaverse pioneers in “direct-to-avatar” commerce. Nike stands out as the biggest brand to commit most fully to a virtual future.