메타버스 기술 확장과 패션브랜드 콜라보레이션 현황에 관한 연구

Abstract

This study is to study fashion brand collaboration according to the expansion of metaverse technology. As a theoretical background, the types of metaverse technology were analyzed into four categories, and metaverse platform types implemented according to technological development were classified. The results of analyzing the types of fashion platforms growing through metaverse technology expansion are as follows. First, the game platform type, an early metaverse type, is an MMORPG type. Game users achieve goals through avatars, communicate with users, play games, and target the MZ generation. For fashion brands collaborating with game platforms, VR virtual fashion expands the business by overcoming realistic marketing limitations and merging real and virtual products beyond simple games. Second, the community platform type combines group play and cultural activities with social media games. It is being used as a space to build a brand identity for the MZ generation by providing fashion shows and virtual store experiences to users through fashion shows and virtual store experiences through collaboration with the metaverse platform and item creation through avatars. Third, the collaborative business platform is a service that supports video conferencing and multi-collaboration and is based on the development of AR, VR, MR, XR, and 3D design technology according to the development of metaverse technology. It is a representative type that suggests the direction of the future fashion platform as a meta-commerce platform that provides a shopping experience without time and space restrictions through collaboration with fashion brands based on delicate meta technology and connects with actual purchases. This study is meaningful in that it analyzes the impact of the convergence of metaverse technology and fashion brands on the development of the fashion industry and suggests the direction of future fashion platform implementation. It is expected that further studies on changes and future values will follow.