A Case Study of the Fashion Brands Marketing via Metaverse
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Fashion Brands in the Metaverse: Redefining Digital Marketing and Branding Landscapes
- First Online: 31 August 2024
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- Yasmina Zaki ORCID: orcid.org/0000-0002-2100-2895 9 ,
- Meng-Shan Wu ORCID: orcid.org/0000-0002-2857-6381 10 ,
- Allam Hamdan ORCID: orcid.org/0000-0001-8578-2803 11 &
- Jeremy Thomas ORCID: orcid.org/0009-0008-8525-8372 9
Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 538))
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In the rapidly evolving digital world and the emergence of virtual reality platforms, fashion brands must establish their presence in these new landscapes. Current frameworks require the redefinition and development of major concepts, such as digital marketing and branding. Despite the novelty of the metaverse, the fashion industry has recently witnessed a surge in investment, with major brands such as Nike, Ralph Lauren, and Gucci reaping returns of billions of dollars. The rise of the metaverse presents unprecedented opportunities for innovation in branding and marketing strategies in various sectors. However, there is a significant lack of theoretical and empirical research focusing on the digital marketing strategies employed by different fashion brands in the metaverse realm. In this new frontier of digital fashion within the metaverse, brands are exploring innovative strategies to redefine their digital marketing and branding techniques. Therefore, this study aimed to synthesize fashion brand companies in the metaverse realm and investigate their digital marketing strategies. It also presents the possible impact of metaverse marketing strategies on brand equity and brand experience, documented in the extant literature review. To bridge this gap, a thematic analysis approach was adopted to offer novel insights to both practitioners and academia. This study is regarded as one of the first to address this subject. It acknowledges the multifaceted dimensions of metaverse marketing including NFTs, avatars, gaming, immersive technologies, virtual spaces, and influencers.
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Yasmina Zaki & Jeremy Thomas
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Ahlia University, Manama, Kingdom of Bahrain
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Zaki, Y., Wu, MS., Hamdan, A., Thomas, J. (2024). Fashion Brands in the Metaverse: Redefining Digital Marketing and Branding Landscapes. In: Hamdan, A., Harraf, A. (eds) Business Development via AI and Digitalization. Studies in Systems, Decision and Control, vol 538. Springer, Cham. https://doi.org/10.1007/978-3-031-62102-4_19
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COMMENTS
First, fashion brands use metaverse or its relevant type in a complex manner. Second, the current fashion brands marketing via metaverse is composed of Virtual Worlds and lifelogging. Third, presence and interoperability were found to be the core characteristics of the metaverse marketing.
The purpose of this study is to investigate the types and characteristics of fashion brands marketing via metaverse by analyzing such cases in the digital fashion environment.
Through a thorough analysis, this research reveals that the most active fashion sub-industries on the Metaverse are those relating to luxury, sportswear and beauty, with Nike, Gucci and Hermès emerging as the leading brands.
Reviewing the key publications in this field, it identifies the key stakeholders who shape fashion marketing in the metaverse: fashion brands, tech developers, and consumers. Furthermore,...
This conceptual paper focuses on how fashion brands can benefit from the metaverse’s vast opportunities. Reviewing the key publications in this field, it identifies the key stakeholders who shape fashion marketing in the metaverse: fashion brands, tech developers, and consumers.
This study identified three critical metaverse strategies that fashion brands adopt: releasing NFT brand assets, engaging customers with branded virtual worlds via games and virtual worlds, and creating unique brand experiences using immersive technologies.
In this study, we investigate the psychological risk evaluation process that shapes consumer behavior toward blockchain-based NFT luxury fashion items across individualist (United States) and collectivist (South Korea) cultures.
Through this analysis, the study provides a typology of current marketing strategies of fashion brands in the metaverse. Based on these empirical findings, this research proposes a theoretical framework that explains how different metaverse strategies affect different dimensions of brand equity.
This study identified six essential metaverse marketing strategies adopted by fashion brands: NFTs; virtual gaming; immersive technologies; avatars; virtual influencer marketing; and virtual ads, stores, and exhibitions.
Gucci, Louis Vuitton, Burberry, and Dolce & Gabbana, who have released a number of virtual fashion products and are actively engaged in meta-bus marketing, were analyzed. As a result of the study, various brands that used traditional marketing and communication were conducting new ways of marketing.