A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital
Autor(a) principal: | |
---|---|
Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/741 |
Resumo: | The way in which fashion admirers consume brands and products has changed over the years, transforming from passive consumption to active conversation. The development of new forms of interaction and consumption, driven by recent technological resources, enabled the emergence of a completely virtual ecosystem. This is an environment commonly called the Metaverse, a term created in 1990 in Neal Stephenson's Snow Crash. Within this context, the work proposed here aims to identify possible opportunities for luxury brands: Louis Vuitton, Gucci and Dolce & Gabbana, within the Metaverse. In order to obtain solid data, a bibliographical review, case study and survey were sent out to luxury fashion consumers, admirers and those interested in technology. The research proposed here aims to identify the perception of luxury brands consumers, regarding their initiatives in the Metaverse. The choice of theme arose due to the need to reflect on this new digital environment, which already receives multimillion-dollar investments from major brands, in addition to promoting discussions about its possible consequences for society. The data will be analyzed in the light of scholars such as Lévy (1999), Castells (1999), Ashton (1999), Galhanone (2005), Lloyd and Luk (2010) and, finally, Hackl, Lueth and di Bartolo (2022). The results showed that, until now, those interested in fashion are usually not interested in technology recurrently, and vice versa. |
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Abreu, Leonardo Marques dehttp://lattes.cnpq.br/8226912747072221Contino, Joana Martinshttp://lattes.cnpq.br/2630848049734147Rodrigues, Marco Aurélio de Souzahttp://lattes.cnpq.br/2401140666349156Santa Rosa, José Guilherme da Silvahttp://lattes.cnpq.br/768689698090400006121100796http://lattes.cnpq.br/9104873862560412Carvalho, Luisa Haddad Barros de2024-07-20T15:15:40Z2023-08-30Carvalho, Luisa Haddad Barros de. A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital. 2023.145 f. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, Rio de Janeiro.http://tede2.espm.br/handle/tede/741The way in which fashion admirers consume brands and products has changed over the years, transforming from passive consumption to active conversation. The development of new forms of interaction and consumption, driven by recent technological resources, enabled the emergence of a completely virtual ecosystem. This is an environment commonly called the Metaverse, a term created in 1990 in Neal Stephenson's Snow Crash. Within this context, the work proposed here aims to identify possible opportunities for luxury brands: Louis Vuitton, Gucci and Dolce & Gabbana, within the Metaverse. In order to obtain solid data, a bibliographical review, case study and survey were sent out to luxury fashion consumers, admirers and those interested in technology. The research proposed here aims to identify the perception of luxury brands consumers, regarding their initiatives in the Metaverse. The choice of theme arose due to the need to reflect on this new digital environment, which already receives multimillion-dollar investments from major brands, in addition to promoting discussions about its possible consequences for society. The data will be analyzed in the light of scholars such as Lévy (1999), Castells (1999), Ashton (1999), Galhanone (2005), Lloyd and Luk (2010) and, finally, Hackl, Lueth and di Bartolo (2022). The results showed that, until now, those interested in fashion are usually not interested in technology recurrently, and vice versa.A forma pela qual os admiradores de moda consomem as marcas e produtos mudou com o passar dos anos, transformando-se de consumo passivo para a conversação ativa. O desenvolvimento de novas formas de interação e consumo, impulsionado pelos recentes recursos tecnológicos, possibilitou o surgimento de um ecossistema completamente virtual. Trata-se de um ambiente comumente chamado de Metaverso, termo criado em 1990, na obra Snow Crash de Neal Stephenson. Dentro desse contexto, o trabalho aqui proposto tem como objetivo identificar as possíveis oportunidades para as marcas de luxo: Louis Vuitton, Gucci e Dolce & Gabbana, dentro do Metaverso. Com o intuito de obter dados sólidos, foi feita uma revisão bibliográfica, estudo de caso e survey com o público consumidor de moda de luxo, admiradores de moda e aqueles interessados por tecnologia. A pesquisa aqui proposta visa identificar a percepção dos consumidores das marcas de luxo frente às suas iniciativas no Metaverso. A escolha do tema surgiu devido à necessidade de refletir sobre esse novo ambiente digital, que já recebe investimentos multimilionários de grandes marcas, além de promover discussões acerca de seus possíveis desdobramentos para a sociedade. Os dados serão analisados à luz de estudiosos como Lévy (1999), Castells (1999), Ashton (1999), Galhanone (2005), Lloyd e Luk (2010) e, por fim, Hackl et al. (2022). Os resultados mostraram que, até o momento, usualmente, aqueles interessados por moda, não se interessam por tecnologia de maneira recorrente, e vice-versa.Submitted by Tamara Cecilia Lombardi (tamara.lombardi@espm.br) on 2024-07-20T15:15:10Z No. of bitstreams: 1 CARVALHO, Luísa Haddad Barros de. A moda de luxo no metaverso_Versão Final.pdf: 3099731 bytes, checksum: cc4ef80d44eb20b37846b940c052b9f5 (MD5)Approved for entry into archive by Tamara Cecilia Lombardi (tamara.lombardi@espm.br) on 2024-07-20T15:15:21Z (GMT) No. of bitstreams: 1 CARVALHO, Luísa Haddad Barros de. A moda de luxo no metaverso_Versão Final.pdf: 3099731 bytes, checksum: cc4ef80d44eb20b37846b940c052b9f5 (MD5)Approved for entry into archive by Tamara Cecilia Lombardi (tamara.lombardi@espm.br) on 2024-07-20T15:15:31Z (GMT) No. of bitstreams: 1 CARVALHO, Luísa Haddad Barros de. A moda de luxo no metaverso_Versão Final.pdf: 3099731 bytes, checksum: cc4ef80d44eb20b37846b940c052b9f5 (MD5)Made available in DSpace on 2024-07-20T15:15:40Z (GMT). No. of bitstreams: 1 CARVALHO, Luísa Haddad Barros de. A moda de luxo no metaverso_Versão Final.pdf: 3099731 bytes, checksum: cc4ef80d44eb20b37846b940c052b9f5 (MD5) Previous issue date: 2023-08-30application/pdfhttp://tede2.espm.br/retrieve/2635/CARVALHO%2c%20Lu%c3%adsa%20Haddad%20Barros%20de.%20A%20moda%20de%20luxo%20no%20metaverso_Vers%c3%a3o%20Final.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Gestão da Economia CriativaESPMBrasilESPM::Pós-Graduação Stricto SensuMetaverso; Sociedade em Rede; Economia Criativa; Moda de Luxo; Ambiente Virtual; NFTMetaverse; Network Society; Creative Economy; Luxury Fashion; Virtual Environment; NFTCIENCIAS SOCIAIS APLICADAS::ECONOMIAA moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digitalLuxury fashion in the metaverse: how brands are inserting themselves in this digital environmentinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5059127625252930782500500600-4455193753091852328-2504903392600098822info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILCARVALHO, Luísa Haddad Barros de. 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dc.title.por.fl_str_mv |
A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital |
dc.title.alternative.eng.fl_str_mv |
Luxury fashion in the metaverse: how brands are inserting themselves in this digital environment |
title |
A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital |
spellingShingle |
A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital Carvalho, Luisa Haddad Barros de Metaverso; Sociedade em Rede; Economia Criativa; Moda de Luxo; Ambiente Virtual; NFT Metaverse; Network Society; Creative Economy; Luxury Fashion; Virtual Environment; NFT CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
title_short |
A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital |
title_full |
A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital |
title_fullStr |
A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital |
title_full_unstemmed |
A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital |
title_sort |
A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital |
author |
Carvalho, Luisa Haddad Barros de |
author_facet |
Carvalho, Luisa Haddad Barros de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Abreu, Leonardo Marques de |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/8226912747072221 |
dc.contributor.advisor-co1.fl_str_mv |
Contino, Joana Martins |
dc.contributor.advisor-co1Lattes.fl_str_mv |
http://lattes.cnpq.br/2630848049734147 |
dc.contributor.referee1.fl_str_mv |
Rodrigues, Marco Aurélio de Souza |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/2401140666349156 |
dc.contributor.referee2.fl_str_mv |
Santa Rosa, José Guilherme da Silva |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/7686896980904000 |
dc.contributor.authorID.fl_str_mv |
06121100796 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/9104873862560412 |
dc.contributor.author.fl_str_mv |
Carvalho, Luisa Haddad Barros de |
contributor_str_mv |
Abreu, Leonardo Marques de Contino, Joana Martins Rodrigues, Marco Aurélio de Souza Santa Rosa, José Guilherme da Silva |
dc.subject.por.fl_str_mv |
Metaverso; Sociedade em Rede; Economia Criativa; Moda de Luxo; Ambiente Virtual; NFT |
topic |
Metaverso; Sociedade em Rede; Economia Criativa; Moda de Luxo; Ambiente Virtual; NFT Metaverse; Network Society; Creative Economy; Luxury Fashion; Virtual Environment; NFT CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
dc.subject.eng.fl_str_mv |
Metaverse; Network Society; Creative Economy; Luxury Fashion; Virtual Environment; NFT |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
description |
The way in which fashion admirers consume brands and products has changed over the years, transforming from passive consumption to active conversation. The development of new forms of interaction and consumption, driven by recent technological resources, enabled the emergence of a completely virtual ecosystem. This is an environment commonly called the Metaverse, a term created in 1990 in Neal Stephenson's Snow Crash. Within this context, the work proposed here aims to identify possible opportunities for luxury brands: Louis Vuitton, Gucci and Dolce & Gabbana, within the Metaverse. In order to obtain solid data, a bibliographical review, case study and survey were sent out to luxury fashion consumers, admirers and those interested in technology. The research proposed here aims to identify the perception of luxury brands consumers, regarding their initiatives in the Metaverse. The choice of theme arose due to the need to reflect on this new digital environment, which already receives multimillion-dollar investments from major brands, in addition to promoting discussions about its possible consequences for society. The data will be analyzed in the light of scholars such as Lévy (1999), Castells (1999), Ashton (1999), Galhanone (2005), Lloyd and Luk (2010) and, finally, Hackl, Lueth and di Bartolo (2022). The results showed that, until now, those interested in fashion are usually not interested in technology recurrently, and vice versa. |
publishDate |
2023 |
dc.date.issued.fl_str_mv |
2023-08-30 |
dc.date.accessioned.fl_str_mv |
2024-07-20T15:15:40Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Carvalho, Luisa Haddad Barros de. A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital. 2023.145 f. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, Rio de Janeiro. |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/741 |
identifier_str_mv |
Carvalho, Luisa Haddad Barros de. A moda de luxo no metaverso: como as marcas estão se inserindo nesse ambiente digital. 2023.145 f. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, Rio de Janeiro. |
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http://tede2.espm.br/handle/tede/741 |
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Escola Superior de Propaganda e Marketing |
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