Scarlet McNicol is a fashion category analyst at Kantar, where she is spearheading Kantar Worldpanel’s efforts in quantifying consumer engagement in the Metaverse.

Prior to this, she worked in the video games industry as a data analyst at Plaion and Fancensus, before completing her Strategic Fashion Marketing Masters at London College of Fashion. As part of her Masters, she conducted a business report to identify and understand the benefits of video game and luxury fashion brands collaborating through in-game advertising for which she was awarded a Distinction.

Her experience in data analysis in both industries has led her to this intersection of fashion and technology, with a specific interest in Metaverse and Web3 developments. Currently, she works on behalf of existing fashion clients and helps prospective clients strategise their plans to engage with the Metaverse.