Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Luxury Fashion Brands Case Analysis of Using Metaverse

럭셔리 패션 브랜드의 메타버스 활용 사례 연구

  • Kim, Yunmi (Dept. of Fashion Design, Hongik University) ;
  • Kim, Jinyoung (Dept. of Textile Art & Fashion Design, Hongik University)
  • 김윤미 (홍익대학교 의상디자인학과) ;
  • 김진영 (홍익대학교 섬유미술.패션디자인과)
  • Received : 2022.05.25
  • Accepted : 2022.07.05
  • Published : 2022.07.30
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Abstract

This study aimed to present pioneering data on the use of Metaverse through a case study on the use of Metaverse by luxury brands and to reveal the intrinsic value of Metaverse in the fashion industry. The study was conducted based on literature data such as various articles and papers related to Metaverse and cases of luxury brands. For luxury brands data, we used Interbrand and LYST. As a result, Gucci, Louis Vuitton, Balenciaga, and Burberry were selected. Examples of the use of luxury brands' Metaverse use include; Gucci actively embraced digital technology and used Metaverse technology for the most diverse purposes such as promoting new products, opening seasons, and experiences. Louis Vuitton and Balenciaga focused on the entertainment and games. Burberry focused on promoting and experimenting with new products. As a result of the study, the intrinsic value of the Metaverse is as follows. First, there are no restrictions on time, scale, and institution. Second, active information acceptance is possible; Information can be selectively accommodated through participation and communication using Metaverse. Third, customers and businesses interact in equal positions. As customers participate and communicate, their ties with companies deepen, thus the can create a brand image together. Through Metaverse fashion, customers experiences are not limited to reality and the can directly access optional information. Based on the above examples and values, we hope those fashion companies and Metaverse media will innovate desings to match the trends and the seasons.

Keywords

Acknowledgement

본 논문은 2021학년도 홍익대학교 학술연구진흥비에 의하여 지원되었음

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