Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?

Detalhes bibliográficos
Autor(a) principal: Cruz, Sara Filipa Ferreira da
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/159701
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
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spelling Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?Luxury brandsMetaverseimmersive experiencesdigital fashionnon-fungible tokensSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThe metaverse, a platform bridging the real and virtual worlds, has recently emerged as an attractive business avenue, particularly for the fashion industry. Fashion brands are increasingly exploring the metaverse as a novel marketing platform to connect with younger audiences. However, the concept of the metaverse lacks consensus, and there is limited academic research on its impact on fashion brands' marketing strategies and immersive brand experiences. To address these gaps, this study employs a qualitative approach, utilizing immersive netnographic research conducted on gaming and virtual platforms to firsthand observe luxury brands' strategies. The analysis reveals three key strategies employed by fashion brands in the metaverse. Firstly, luxury brands establish their own virtual spaces within gaming platforms and virtual worlds to showcase their products and engage consumers. Secondly, brands strive to captivate and involve consumers through highly immersive experiences. Lastly, economic transactions within the metaverse predominantly rely on non-fungible tokens (NFTs), enabling brands to sell digital assets and maintain exclusivity. This study not only identifies the primary strategies of fashion brands but also serves as a model for future research endeavors aiming to conduct immersive netnographic studies in this evolving landscape.Pinto, Diego CostaDalmoro, MarlonRUNCruz, Sara Filipa Ferreira da2023-11-08T17:05:04Z2023-10-232023-10-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/159701TID:203382064enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:42:09Zoai:run.unl.pt:10362/159701Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:40.131756Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?
title Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?
spellingShingle Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?
Cruz, Sara Filipa Ferreira da
Luxury brands
Metaverse
immersive experiences
digital fashion
non-fungible tokens
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?
title_full Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?
title_fullStr Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?
title_full_unstemmed Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?
title_sort Luxury Fashion in Metaverse: What are the strategies employed by fashion brands in virtual worlds?
author Cruz, Sara Filipa Ferreira da
author_facet Cruz, Sara Filipa Ferreira da
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
Dalmoro, Marlon
RUN
dc.contributor.author.fl_str_mv Cruz, Sara Filipa Ferreira da
dc.subject.por.fl_str_mv Luxury brands
Metaverse
immersive experiences
digital fashion
non-fungible tokens
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Luxury brands
Metaverse
immersive experiences
digital fashion
non-fungible tokens
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-11-08T17:05:04Z
2023-10-23
2023-10-23T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/159701
TID:203382064
url http://hdl.handle.net/10362/159701
identifier_str_mv TID:203382064
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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