Fashion landscapes in the Metaverse
Strategies and approaches in the “physical”, social, and cultural interplay between fashion brand and digital universes
Abstract
For the fashion industry, the Metaverse, with its range of new landscapes and imaginaries embedded in a constellation of highly creative and interactive digital environments, constitutes an opportunity for experimentation within territories that are still partially unexplored and profoundly open to innovation. Based on an interpretative framework rooted in the analysis of emblematic cases, the article investigates which approaches fashion brands are adopting in building new worlds and relational models in the Metaverse, exploiting the potential of NFTs, gaming and digital fashion to craft augmented and meaningful cultural and semantic systems among spaces, products, and user communities.
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- 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.
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- 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).
Published
2022-12-31
How to Cite
Spagnoli, A. (2022). Fashion landscapes in the Metaverse: Strategies and approaches in the “physical”, social, and cultural interplay between fashion brand and digital universes. AND Journal of Architecture, Cities and Architects, 42(2). Retrieved from https://and-architettura.it/index.php/and/article/view/588
Section
Articles
Copyright (c) 2022 Author(s)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
