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A Case Study of the Fashion Brands Marketing via Metaverse

노영희|김민수
융합연구학회 (The Society for Transdisciplinary Studies)|2022.04|The Journal of Transdisciplinary Studies|제6권 제1호|pp. 57-76|DOI 10.22685/JTS.2022.6.1.057

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Virtual FashionDigital FashionFashion BrandsMetaverse FashionMetaverse Fashion Marketing
주제분류학제간연구

초록

The purpose of this study is to investigate the types and characteristics of fashion brands marketing via metaverse by analyzing such cases in the digital fashion environment. To this end, the concept and the current status of metaverse were examined by collecting relevant data from prior research, literature, and the domestic and foreign media’s press releases. The cases of the fashion brands marketing via metaverse were classified into 4 types and 5 characteristics, respectively, and a plan was devised for the application of fashion brand marketing based on the following research results. First, fashion brands use metaverse or its relevant type in a complex manner. Second, the current fashion brands marketing via metaverse is composed of Virtual Worlds and lifelogging. Third, presence and interoperability were found to be the core characteristics of the metaverse marketing. Based on the research results, the fashion brands marketing via metaverse can be applied by focusing on Virtual Fitting services using the VR and AR technologies, considering the creation of added values through the development digitally scarce products, and implementing a strategy to promote the brand identity by combining storytelling reflective of the brand philosophy and the contents of metaverse.

Abstract

The purpose of this study is to investigate the types and characteristics of fashion brands marketing via metaverse by analyzing such cases in the digital fashion environment. To this end, the concept and the current status of metaverse were examined by collecting relevant data from prior research, literature, and the domestic and foreign media’s press releases. The cases of the fashion brands marketing via metaverse were classified into 4 types and 5 characteristics, respectively, and a plan was devised for the application of fashion brand marketing based on the following research results. First, fashion brands use metaverse or its relevant type in a complex manner. Second, the current fashion brands marketing via metaverse is composed of Virtual Worlds and lifelogging. Third, presence and interoperability were found to be the core characteristics of the metaverse marketing. Based on the research results, the fashion brands marketing via metaverse can be applied by focusing on Virtual Fitting services using the VR and AR technologies, considering the creation of added values through the development digitally scarce products, and implementing a strategy to promote the brand identity by combining storytelling reflective of the brand philosophy and the contents of metaverse.

참고문헌 (43)

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