Fashion and the metaverse: Clarifying the domain and establishing a research agenda

Abstract

In recent years, the metaverse has garnered significant attention as a term referring to a network of 3D virtual worlds that integrate elements of both physical and digital worlds. Fashion brands have begun exploring the metaverse as a new marketing platform, which is expected to bring about substantial changes in the fashion and retail industry. However, a lack of consensus on the nature of the metaverse and its impact on the fashion industry currently exists, and limited academic research is available on the metaverse's influence on fashion brands' marketing strategies and brand experiences. To address this gap, this study employs a thematic analysis approach on trade journals and industry articles that cover fashion brands' metaverse strategies. 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. Finally, this study offers research directions for fashion brands' metaverse strategies by presenting an integrated framework that synthesizes the key insights from our research findings.