WGSN has been tracking digital assets for many years now but we’re seeing a significant rise in the engagement across markets, regions, categories and consumer cohorts. Approximately 70% of Gen Z and Gen X global consumers rate their digital identity as important, meanwhile 65% rate digital ownership as important and more than 50% are interested in purchasing a digital asset in the next 12 months. In this conversation, WGSN Prints & Graphics Strategist Kraggy is joined by Nell Lloyd-Malcolm CEO and co-founder of XYdrobe, Oliver Royce, who is head of apparel and digital goods at Fnatic, and Ommy Akhe, creative technologist and leading figure in the augmented reality space, to discuss what the implications of these new rules are, and how fashion companies can authentically engage in this space.