Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Analyzing Key Factors for Metaverse Investment: A Perspective from Fashion Brand Companies

메타버스 투자를 위한 주요 요인 분석: 패션브랜드 기업 관점

  • So-Hyun Lee ;
  • Mi-Jeong Na ;
  • Sang-Hyeak Yoon
  • 이소현 (경기대학교 산업경영정보공학과) ;
  • 나미정 (조선대학교 라이프스타일디자인학부 섬유.패션디자인 전공) ;
  • 윤상혁 (한국기술교육대학교 산업경영학부)
  • Received : 2024.02.27
  • Accepted : 2024.04.30
  • Published : 2024.04.30
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Abstract

With the advancement of Information and Communication Technologies (ICT) and Artificial Intelligence (AI), the metaverse has emerged as a transformative model across various sectors, offering a three-dimensional virtual world where activities mirroring the real world occur. This study delves into the significant factors influencing fashion brand companies' investments in the metaverse, an evolved concept from Virtual Reality (VR) that extends beyond gaming to include real-life activities through avatars. This study highlights the surge in virtual fashion engagements, as evidenced by increased avatar updates and purchases of digital fashion items on platforms like Roblox. Luxury brands are steadily entering the metaverse indicating a new revenue stream within the fashion industry. This study employs a mixed-methods approach, integrating text mining and interviews to identify key factors for fashion companies considering metaverse investments. By proposing strategies based on these findings, this study not only enriches academic discourse in fashion, e-commerce, and information systems but also serves as a guideline for fashion companies aiming to navigate the burgeoning digital market, contributing to the generation of new revenue streams in the fashion sector.

Keywords

Acknowledgement

이 논문은 2023년 대한민국 교육부와 한국연구재단의 인문사회분야 신진연구자지원사업의 지원을 받아 수행된 연구임(NRF-2023S1A5A8079844).

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