Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Case Study on Fashion Brand Flagship Store in Metaverse -Focusing on Fashion Brand in ZEPETO-

패션 브랜드 메타버스 플래그십 스토어 사례연구 -제페토(ZEPETO) 내 패션 브랜드를 중심으로-

  • Kim, Woo Bin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Hur, Hee Jin (Dept. of Fashion Design & Business, Daejeon University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 김우빈 (서울대학교 의류학과) ;
  • 허희진 (대전대학교 패션디자인.비즈니스학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2022.04.29
  • Accepted : 2022.06.02
  • Published : 2022.06.30
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Abstract

Metaverse is a digitally generated world beyond the physical realm; many fashion brands are launching virtual stores in Metaverse. This study explores the cases of flagship stores of fashion brands in Metaverse to understand the peculiarity of Metaverse retailing. This study selected four flagship stores of fashion brands launched on ZEPETO, the largest Metaverse platform in Korea. The characteristics of Metaverse retailing used for case analysis were store (store credibility, servicescape, ease of use), product (content, demos, incentives), social factor (store personnel, store customers), and entertainment (events, games, free gifts). The results illustrate that a transaction system linked to reality could not be established due to technical limitations; it was difficult to obtain specific product information, such as the color, size, and fabric. However, all four fashion brands overwhelmed the traditional retail channels in terms of providing various spatial experiences by operating their virtual stores in global cities related to the heritage and identity of each brand. Furthermore, fashion brands can convey a sense of deviation and fantasy to consumers by delivering unique entertainment activities in Metaverse that they cannot easily provide in real life.

Keywords

Acknowledgement

This work was supported by the National Research Foundation of Korea(NRF) grant funded by the Korea government (the Ministry of Education) (No. 2020S1A5A2A03).

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