I paesaggi della moda nel Metaverso
Strategie ed approcci nell’interazione “fisica”, sociale e culturale tra brand di moda e universi digitali
Abstract
Per la moda il Metaverso, con il suo portato di nuovi panorami e immaginari entro una costellazione di ambienti digitali altamente creativi e interattivi, costituisce un’occasione di sperimentazione in territori ancora parzialmente inesplorati e profondamente aperti all’innovazione. A partire da un framework interpretativo ancorato all’analisi di casi esemplari, il contributo indaga quali approcci i marchi di moda stanno adottando per costruire nuovi mondi e modelli relazionali nel Metaverso, sfruttando il potenziale delle NFT, del gaming e del Digital Fashion per creare sistemi culturali e semantici aumentati e altamente significativi nella relazione tra spazi, prodotti e comunità di utenti.
Riferimenti bibliografici
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- Bain, M. (2021b, November 30). How to Seize Fashion’s Gaming Opportunity. The Business of Fashion. https://www.businessoffashion. com/case-studies/marketing-pr/fashion-technology-gaming-vans-balenciaga-benefit/
- Bertola, P., & Teunissen, J. (2018). Fashion 4.0. Innovating fashion industry through digital transformation. Research Journal of Textile and Apparel, 22(4), 352–369.
- BOF, & McKinsey & Company. (2022). Metaverse Mindset. Gucci: Testing Luxury’s Opportunities in the Metaverse (The State of Fashion 2022, pp. 56–63).
- BOF, & McKinsey & Company. (2023). Digital Marketing Reloaded. How Web3 Is Shaking Up Digital Marketing (The State of Fashion 2023, pp. 98–106).
- Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., Cheung, C. M. K., Conboy, K., Doyle, R., Dubey, R., Dutot, V., Felix, R., Goyal, D. P., Gustafsson, A., Hinsch, C., Jebabli, I., ... Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66.
- Finney, A. (2022, November 8). Burberry releases digital clothing collection ‘for the modern explorer’ in video game Minecraft. Dezeen. https://www.dezeen.com/2022/11/08/burberry-minecraft-freedom-beyond-digital-fashion/
- Harrison, S. & Dourish, P. (1996). Re-place-ing Space: the Roles of Place and Space in Collaborative Systems. In Proceedings of CSCW 1996. New York: ACM.
- Heim, H., & Hopper, C. (2022). Dress code: The digital transformation of the circular fashion supply chain. International Journal of Fashion Design, Technology and Education, 15(2), 233–244.
- Hirsch, P. B. (2022). Adventures in the metaverse. Journal of Business Strategy, 43(5), 332–336.
- Hollensen, S., Kotler, P., & Opresnik, M. O. (2022). Metaverse – the new marketing universe. Journal of Business Strategy, ahead-of-print.
- Joy, A., Zhu, Y., Peña, C., & Brouard, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens. Strategic Change, 31(3), 337–343.
- LaPorte, N. (2021, September 1). Why Vans is launching a skateboarding world inside of Roblox. Fast Company. https://www.fastcompany.com/90671240/vans-world-roblox-marketing
- Lee, J. Y. (2021). A Study on Metaverse Hype for Sustainable Growth. International Journal of Advanced Smart Convergence, 10(3), 72–80.
- Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2021). Digital Fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32–46.
- Pantano, E., & Vannucci, V. (2019). Who is innovating? An exploratory research of digital technologies diffusion in retail industry. Journal of Retailing and Consumer Services, 49, 297–304.
- Park, J., & Chun, J. (2023). Evolution of Fashion as Play in the Digital Space. Fashion Practice, 0(0), 1–23.
- Rocamora, A. (2017). Mediatization and Digital Media in the Field of Fashion. Fashion Theory, 21(5), 505–522.
- Rodriguez Sanchez, M., & Garcia-Badell, G. (2023). Dressing the Metaverse. The Digital Strategies of Fashion Brands in the Virtual Universe. In A. C. Broega, J. Cunha, H. Carvalho, & B. Providência (Eds.), Advances in Fashion and Design Research (pp. 387–397). Springer International Publishing.
- Sayem, A. S. M. (2022). Digital fashion innovations for the real world and metaverse. International Journal of Fashion Design, Technology and Education, 15(2), 139–141.
- Schulz, M. (2022a, October 27). Gucci Vault opens metaverse world in The Sandbox with games and vintage fashion. Vogue Business. https://www.voguebusiness.com/technology/gucci-vault-opens-metaverse-world-in-the-sandbox-with-games-and-vintage-fashion
- Schulz, M. (2022b, November 1). Burberry partners with Minecraft as it goes deeper into gaming. Vogue Business. https://www.vogue-business.com/technology/burberry-partners-with-minecraft-as-it-goes-deeper-into-gaming
- Shen, B., Tan, W., Guo, J., Zhao, L., & Qin, P. (2021). How to Promote User Purchase in Metaverse? A Systematic Literature Review on Consumer Behavior Research and Virtual Commerce Application Design. Applied Sciences, 11(23).
- Tuan, Y. (1977). Space and Place. The Perspective of Experience. Minneapolis: University of Minnesota Press.
- Weinberger, M. (2022). What Is Metaverse? A Definition Based on Qualitative Meta-Synthesis. Future Internet, 14(11).
Pubblicato
2022-12-31
Come citare
Spagnoli, A. (2022). I paesaggi della moda nel Metaverso: Strategie ed approcci nell’interazione “fisica”, sociale e culturale tra brand di moda e universi digitali. AND Rivista Di Architetture, Città E Architetti, 42(2). Recuperato da https://and-architettura.it/index.php/and/article/view/588
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