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Journal article 433 views

Fashion marketing in the metaverse

Emmanuel Mogaji Orcid Logo, Yogesh Dwivedi Orcid Logo, Ramakrishnan Raman Orcid Logo

Journal of Global Fashion Marketing, Volume: 15, Issue: 1, Pages: 115 - 130

Swansea University Author: Yogesh Dwivedi Orcid Logo

  • Accepted Manuscript under embargo until: 28th February 2025

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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...

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Published in: Journal of Global Fashion Marketing
ISSN: 2093-2685 2325-4483
Published: Informa UK Limited 2024
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa64071
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first_indexed 2023-08-14T09:39:42Z
last_indexed 2023-08-14T09:39:42Z
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spelling v2 64071 2023-08-14 Fashion marketing in the metaverse d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-08-14 CBAE 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. Journal Article Journal of Global Fashion Marketing 15 1 115 130 Informa UK Limited 2093-2685 2325-4483 Metaverse, fashion marketing, conceptual framework, stakeholder collaboration, technological infrastructure, immersive time 2 1 2024 2024-01-02 10.1080/20932685.2023.2249483 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2024-08-20T14:19:31.4862427 2023-08-14T10:37:43.6601220 Faculty of Humanities and Social Sciences School of Management - Business Management Emmanuel Mogaji 0000-0003-0544-4842 1 Yogesh Dwivedi 0000-0002-5547-9990 2 Ramakrishnan Raman 0000-0003-3642-6989 3 Under embargo Under embargo 2023-08-14T10:39:24.4887962 Output 164938 application/pdf Accepted Manuscript true 2025-02-28T00:00:00.0000000 Released under the terms of CC BY-NC licence. true eng https://creativecommons.org/licenses/by-nc/4.0/deed.en
title Fashion marketing in the metaverse
spellingShingle Fashion marketing in the metaverse
Yogesh Dwivedi
title_short Fashion marketing in the metaverse
title_full Fashion marketing in the metaverse
title_fullStr Fashion marketing in the metaverse
title_full_unstemmed Fashion marketing in the metaverse
title_sort Fashion marketing in the metaverse
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Emmanuel Mogaji
Yogesh Dwivedi
Ramakrishnan Raman
format Journal article
container_title Journal of Global Fashion Marketing
container_volume 15
container_issue 1
container_start_page 115
publishDate 2024
institution Swansea University
issn 2093-2685
2325-4483
doi_str_mv 10.1080/20932685.2023.2249483
publisher Informa UK Limited
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
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description 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.
published_date 2024-01-02T14:19:30Z
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score 11.037275

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