The impact of metaverse on the fashion business

• Autor(a) principal: Batista, Sofia Ventura Duarte
• 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/10400.26/48582
• topic: Metaverse; Fashion; Management; Strategy; Virtual

The current development of brands and businesses provides for new digital and virtual structures, in which the metaverse plays a disruptive and essential role to them. In this sense, it is increasingly urgent to understand this concept, how brands can ally themselves with this virtual space and how they can gain from it. The knowledge gap in this area is very vast. It is something recent, in development and still not all companies consider this virtual channel. Through a thematic literature review and a focus group with seven participants from different areas and countries, this research aims to find how metaverse impacts the fashion business, on awareness, engagement and profit levels. It also intends to find if there’re any key resources fashion brands need to enter and develop inside the metaverse. The results indicate that the metaverse has a positive impact on the fashion business, increasing brand awareness and engagement, and several resources are needed for them to succeed. Some say it is the tomorrow of the Internet, but the Metaverse is still far from developed. It will undoubtedly be the future, but there are still many unanswered questions.