Luxury Brand Metaverse Runway Shows: relevant themes

Conference paper


Bigi, A., Bonera, M. and Ghanavat, A. 2023. Luxury Brand Metaverse Runway Shows: relevant themes. Società Italiana Marketing (SIM) Conference 2023. Florence, Italy 20 - 21 Oct 2023 Italian Marketing Society.
AuthorsBigi, A., Bonera, M. and Ghanavat, A.
TypeConference paper
Abstract

In this study, we have explored the fascinating world of luxury brand Metaverse Runway Shows in an effort to learn more about the opportunities and difficulties that virtual fashion experiences bring. Our understanding of fashion has been transformed by the Metaverse, which makes it possible to seamlessly navigate between many 3D communities and realms with the use of virtual and augmented reality. Our study used a qualitative secondary theme analysis methodology to assess accessibility, inclusivity, and the ability to reach global audiences. The importance of managing technology constraints, investing in social engagement, and embracing innovation as a strategy for enhancing brand identification in the Metaverse are all highlighted by our research. The Metaverse offers the fashion industry a revolutionary platform, but it also brings enormous problems. The success of luxury companies as they continue to foray into this digital space depends on their
ability to negotiate these difficulties while seizing the rare opportunities.

Keywordsmetaverse; luxury fashion; runway shows
Year2023
ConferenceSocietà Italiana Marketing (SIM) Conference 2023
PublisherItalian Marketing Society
Publisher's version
License
File Access Level
Anyone
Publication dates
OnlineNov 2023
Publication process dates
Accepted03 Oct 2023
Deposited03 Nov 2023
Book titleProceedings of the Società Italiana Marketing (SIM) Conference 2023
ISBN9788894782905
Web address (URL) of conference proceedingshttps://www.simktg.it/attivita/education/social-events/sim-conference/
Copyright holder© 2023, The Authors
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https://repository.uel.ac.uk/item/8wwvq

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LUXURY BRAND METAVERSE RUNWAY SHOWS RELEVANT THEMES.pdf
License: All rights reserved
File access level: Anyone

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