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Home Ericsson Blog All I want for Christmas is…nothing? Shopping for a
dematerialized holiday with XR
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ALL I WANT FOR CHRISTMAS IS…NOTHING? SHOPPING FOR A DEMATERIALIZED HOLIDAY WITH
XR


Dec 16, 2022 | 3 min.
Sara Thorson

Sara Thorson

Head of Concept development Ericsson Consumer and Industry Lab

Category & Hashtags
Category
Digital transformation Research
Hashtags
#XR #Dematerialization #Christmas #Metaverse #ConsumerLab #ConsumerTrends
#EveryspacePlaza
Dec 16, 2022 | 3 min.
Sara Thorson

Sara Thorson

Head of Concept development Ericsson Consumer and Industry Lab

Sara Thorson

Sara Thorson

Head of Concept development Ericsson Consumer and Industry Lab

Category & Hashtags
Category
Digital transformation Research
Hashtags
#XR #Dematerialization #Christmas #Metaverse #ConsumerLab #ConsumerTrends
#EveryspacePlaza
 * XR-based technologies such as digital-only clothes, NFT fashion items and AR
   try-before-you-buy filters could be about to transform online shopping
   experiences, making them more immersive than ever.
 * We go deeper into this new reality in Ericsson’s ‘Everyspace Plaza’ – a
   collection of XR design concepts built by today’s consumers, exploring future
   ideas such as the never-ending virtual store, hybrid restaurants, and even
   hybrid gyms.

The holiday season is here, and like most parents I’m starting to feel the
stress of the countdown to the holidays and the gift hysteria that goes with it
(yes, gift giving anxiety is a thing). Giving is better than receiving, and some
people really enjoy buying presents but when I ask my kids what they wish to get
they say “nothing” or “money”. When they were younger, it was much easier.
Younger kids just like getting stuff; particularly stuff that is noisy, flashy
and wrapped in sparkly paper.

But today’s younger adults are different. They don’t seem to value getting
things. Or perhaps they do but they value not getting things more. For me, as a
teenager who wrote wish lists for stuff like a cassette recorder, brand jeans or
band posters, this is a bit difficult to understand.

But I have a feeling this is a good thing.


GEN-Z AND THE VANISHING XMAS LISTS

So why are Christmas wish lists changing?

Each generational cohort thinks and behaves differently and Gen Z (‘zoomers’ as
they’re also called) are no exception. As the first truly mobile-native
generation, Gen Z has come of age in an era of hyper-connectivity where shared-
and subscriber economies are now considered the norm. Movies, music, mobility,
transport – there’s a subscription for everything. So why would anyone need to
own any of those things ever again?

In many ways we are already in a de-materialized economy thanks to the wave of
digitalization reducing paperwork and office visits. In other ways, we have
accelerated our material consumption, just think of the access we have to
shopping whenever, wherever and whatever.

These lines between the digital and “real” world are constantly shifting. For
example, the fashion company DRESSX found that consumers were returning their
items not because they were unhappy but because they had already posted cool
pictures on Instagram with the garments on.

In response, DRESSX transformed into a metacloset of digital-only clothes, NFT
fashion items and AR looks offering digital only garments that is dressed on
your portrait – without any physical production involved.

Now larger fashion brands, such as H&M are also now exploring this through AR
filters and immersive online experiences. And Vogue has partnered with Snap to
create three AR lenses for its Vogue World event, plus the chance to “try on”
some of the designs on the Vogue Runway app.

WHAT WILL CHRISTMAS LOOK LIKE IN 2050?

Hear the predictions of Ericsson researchers

A message from 2050

 


WELCOME TO THE XR SHOPPING MALL OF THE FUTURE

In last year’s 10 Hot Consumer Trends report, we explored a whole mall of
dematerialized XR possibilities, a place where high speed connectivity can
unlock a new era of digitalized consumption culture. We call it the everyspace
plaza, and it includes XR spaces such as a ‘never-ending virtual store’, a
hybrid restaurant that welcomes guests from around the world, and a hybrid gym
that converses physical and virtual worlds.

Already today there are event sites where you get to use the latest VR equipment
and private 5G networks to run free through immersive virtual reality
adventures, such as this partnership between Verizon and Dreamscape.

So it is not unimaginable that other commercial sites, such as a shopping mall,
would be the next place to offer immersive experiences, especially given the
drawbacks of physical retail stores.

In our research, the most inspiring concept in the everyspace plaza was that of
an indoor nature + park that could shift from day to day and give you immersive
all-senses natural experiences. The longing and need for nature experiences is
something we see coming through, and people didn’t back away from experiencing
nature digitally if the time, cost and travel makes it otherwise inaccessible.

My hypothesis is that we do not want to exchange nature for digital nature –
rather that we start seeing the opportunities of the digital realm to provide
just as valuable experiences as the physical world.

Let’s come back to fashion. In the everyspace plaza, consumers also responded
positively to the idea of a meta tailor – a place where you can purchase digital
fashion for yourself or your avatar. There is even an immersive beauty salon
where you can get digital make up, since you will be seen by others in their AR
glasses. Next will we see them creating digital make-up for your physical self?

HOW WILL XR CHANGE YOUR SHOPPING EXPERIENCE?

Step into tomorrow’s hybrid everyspace plaza

The Meta Tailor

 


XR EVOLUTION – FROM VR AND AR, TO SENSORY AND HOLOGRAPHIC COMMUNICATION

De-materialization and digitalization are two of the important puzzle pieces in
building a sustainable society, and we are already on our path there.

We may see a true paradigm shift soon with the introduction of holographic and
sensory communication enabled by future 6G and maybe even 5G Advanced.

In our latest Imagine Possible series, we speculate about how a future retail
environment could look with holographic communication. For instance, shoppers
could get holographic personalized assistance from any part of the world, as
well as seeing a virtual replica of an item that could then be modified in real
time.

Sensory communication, on the other hand, would take us beyond the audio-visual
paradigm and allow us to utilize all of our senses while interacting with the
digital world, whether that be touch, smell or taste. It may even allow other
senses to be enhanced, such as having the ability to see through objects.

But with so many research challenges to address before we can achieve that
vision, for now I will say have a jolly XR Xmas from me!


EXPLORE MORE

Explore the report: 10 Hot Consumer Trends 2030 – The Everyspace Plaza

Blog post: Welcome to a world of immersive experiences with XR

Blog post: The future of Christmas is here – A message from 2050

Learn more about 6G and the Internet of Senses

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