메타버스 유형에 나타난 패션 브랜드 확장 전략연구

Abstract

Brand expansion into the metaverse is an inevitable strategy for new markets and requires diversification research. This paper aims to lay the foundation for the study by focusing on the phenomenon of fashion brands appearing in the metaverse, reviewing and converging the types of metaverse, classifying the cases, laying the groundwork for the phenomenon of metaverse expansion, and presenting a vision of the development trend and the direction of fashion brand development. The cases of fashion brands that appeared in the metaverse were searched on domestic and foreign business sites, articles, etc. from July 2022 to May 2023, and 50 cases of brands that entered the metaverse were collected after excluding duplicate data and analysed according to their types. The results of the study show that, first, fashion brands are converging with other types of brands in augmented reality, life logging, mirror worlds, and virtual worlds rather than developing independently. Second, augmented reality can be divided into customer service, life logging can be divided into customer purchase records, mirror world can be divided into reflection and twin features, and virtual world can be divided into shop and promotion. Third, fashion brands in the metaverse have an experimental form of productisation, which includes physical products, intangible digital products and consumer experiences. This study strategizes the expansion of fashion brands in the early stages of entering the metaverse, with the limitation of classifying the current status of fashion brands by type. Yet, through its results, it aims to provide a vision for the development of fashion brands in the metaverse era.