Journal article 432 views
Fashion marketing in the metaverse
Emmanuel Mogaji 
,
Yogesh Dwivedi ,
Ramakrishnan Raman
,
Yogesh Dwivedi ,
Ramakrishnan Raman
Journal of Global Fashion Marketing, Volume: 15, Issue: 1, Pages: 115 - 130
Swansea University Author:
Yogesh Dwivedi
DOI (Published version): 10.1080/20932685.2023.2249483
Abstract
The metaverse is a shared virtual environment with significant implications for several aspects of businesses. This conceptual paper focuses on how fashion brands can benefit from the metaverse’s vast opportunities. Reviewing the key publications in this field, it identifies the key stakeholders who...
| Published in: | Journal of Global Fashion Marketing |
|---|---|
| ISSN: | 2093-2685 2325-4483 |
| Published: |
Informa UK Limited
2024
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| Online Access: |
Check full text
|
| URI: | https://cronfa.swan.ac.uk/Record/cronfa64071 |
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| Abstract: |
The metaverse is a shared virtual environment with significant implications for several aspects of businesses. This conceptual paper focuses on how fashion brands can benefit from the metaverse’s vast opportunities. Reviewing the key publications in this field, it identifies the key stakeholders who shape fashion marketing in the metaverse: fashion brands, tech developers, and consumers. Furthermore, the paper outlines the opportunities and challenges of fashion marketing in the metaverse. The study presents a conceptual framework that shows the collaborative relationships between critical stakeholders involved in fashion marketing to take such opportunities and overcome potential challenges. The framework provides a theoretical foundation for research and practice in fashion marketing within the metaverse. The study contributes to the expanding body of research on the intersection of the metaverse and fashion marketing, offering valuable managerial insights for fashion brands and tech developers and a rich agenda for future research. |
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| Keywords: |
Metaverse, fashion marketing, conceptual framework, stakeholder collaboration, technological infrastructure, immersive time |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
1 |
| Start Page: |
115 |
| End Page: |
130 |