Abstract
AIM
The aim of this study is to carry out an in depth understanding and investigation into the transposing of fashion communication, branding, and sales concepts for luxury streetwear within the metaverse analysed from the existing key target audience perspective of millennials and generation Z.
RATIONALE
This research is focused on exploring the nascent developing and emerging concept of the metaverse in the context of fashion, which is seeing increasing consumer interest and latterly investment from fashion companies. This new and unchartered area offers opportunities and risks for companies entering it and the research focuses on looking at what is the best approach to build an effective and holistic branding strategy for fashion brands to enter the metaverse in conjunction with their current omnichannel strategy by focusing firstly; on consumer demands and appetites for fashion products in the metaverse.
METHODOLOGY
The approach of conceptualising what the metaverse is from a theoretical and commercial perspective to consumers and brands within fashion luxury streetwear through both secondary research and primary data offers a new area of exploration within fashion academia. In order to underpin this research strand and finding little current literature on the subject a small scale exploratory study was undertaken.
The aim of this study is to carry out an in depth understanding and investigation into the transposing of fashion communication, branding, and sales concepts for luxury streetwear within the metaverse analysed from the existing key target audience perspective of millennials and generation Z.
RATIONALE
This research is focused on exploring the nascent developing and emerging concept of the metaverse in the context of fashion, which is seeing increasing consumer interest and latterly investment from fashion companies. This new and unchartered area offers opportunities and risks for companies entering it and the research focuses on looking at what is the best approach to build an effective and holistic branding strategy for fashion brands to enter the metaverse in conjunction with their current omnichannel strategy by focusing firstly; on consumer demands and appetites for fashion products in the metaverse.
METHODOLOGY
The approach of conceptualising what the metaverse is from a theoretical and commercial perspective to consumers and brands within fashion luxury streetwear through both secondary research and primary data offers a new area of exploration within fashion academia. In order to underpin this research strand and finding little current literature on the subject a small scale exploratory study was undertaken.
| Original language | English |
|---|---|
| Title of host publication | 92nd Textile Institute World Conference , TIWC 2023 |
| Subtitle of host publication | Sustainability of the Textile and Fashion Supply Chain – Transitioning to Zero Carbon and Zero Waste |
| Publication status | Accepted/In press - 7 Feb 2023 |
| Event | 92nd Textile Institute World Conference: Sustainability of the Textile and Fashion Supply Chain – Transitioning to Zero Carbon and Zero Waste - University of Huddersfield, Huddersfield, United Kingdom Duration: 3 Jul 2023 → 6 Jul 2023 Conference number: 92 https://www.hud.ac.uk/about/schools/art-humanities/tiwc/ |
Conference
| Conference | 92nd Textile Institute World Conference |
|---|---|
| Abbreviated title | TIWC 2023 |
| Country/Territory | United Kingdom |
| City | Huddersfield |
| Period | 3/07/23 → 6/07/23 |
| Internet address |