In recent years, the convergence of virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies has given rise to an innovative paradigm known as the metaverse. This transformative technological capability transcends traditional digital experiences, offering a multi-dynamic space for immersive experiences. Within this expansive landscape, the fashion industry is leveraging metaverse marketing as a powerful tool to redefine consumer engagement and reshape the dynamics of commerce. Metaverse marketing in the fashion industry thus represents a revolutionary approach that harnesses virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies to redefine consumer engagement.
The metaverse, a term popularized by Neal Stephenson’s novel ‘Snow Crash’ (1992), refers to a collective virtual shared space, typically created by the convergence of physical and virtual reality. In the context of fashion marketing, the metaverse becomes a dynamic platform where consumers can interact with brands and products in ways previously unimaginable. Metaverse marketing in fashion extends beyond conventional online retail experiences, offering consumers immersive and interactive engagements that transcend the limitations of traditional e-commerce.
As highlighted by Dena and Ermi (2018), the fashion metaverse encompasses virtual spaces where consumers can view products and at the same time actively participate in a rich tapestry of other interactive experiences. These experiences may include virtual fashion shows, interactive product try-ons, and personalized shopping journeys. The scope of metaverse marketing in fashion, therefore, encompasses a spectrum of digital touchpoints that go beyond the transactional approach of buying and selling, thereby creating a stronger brand-consumer relationship.
Notably, metaverse platforms and spaces allow consumers to engage with fashion brands in a spatial and sensory manner, challenging the boundaries of conventional marketing and creating novel avenues for brands to interact with their consumers.
