Browse > Article
http://dx.doi.org/10.12940/jfb.2022.26.3.50

Luxury Fashion Brands Case Analysis of Using Metaverse  

Kim, Yunmi (Dept. of Fashion Design, Hongik University)
Kim, Jinyoung (Dept. of Textile Art & Fashion Design, Hongik University)
Publication Information
Journal of Fashion Business / v.26, no.3, 2022 , pp. 50-71 More about this Journal
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
metaverse; luxury brands; generation mz;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 A Digital Experience. (2021). Burberry, Retrieved February 20, 2022, from https://www.burberryplc.com/en/news/brand/2021/a-digital-experience.html
2 Afterworld. (2020). [Digital Photograph]. Dezeen. Retrieved from https://www.dezeen.com/2020/12/09/balenciaga-afterworld-the-age-of-tomorrow-video-game/
3 Airbnb. (2022). [Digital Photograph]. Financial News. Retrieved from https://www.fnnews.com/news/202201190913581537
4 Alexis, B. (2021, May 10). The Most-Searched brands of 2021(So far) Indicate a return to high fashion. Vogue. Retrieved February 20, 2022, from https://www.vogue.com/
5 AR Olympia. (2021). [Digital Photograph]. Burberry. Retrieved from https://www.burberryplc.com/en/news/brand/2021/burberry-invites-customers-into-theworld-of-olympia-with-its-la.html
6 Artava. (2022). [Digital Photograph]. Fashion Insight. Retrieved from https://www.fi.co.kr/main/view.asp?idx=73662
7 B, Surf. (2020). [Digital Photograph], Bagaholicoboy. Retrieved from https://bagaholicboy.com/2020/07/burberry-play-the-new-b-surf-game/
8 Balenciaga 21F/W. (2021). [Digital Photograph]. Hypebeast. Retrieved from https://hypebeast.com/2020/12/balenciaga-fall-2021-collection-afterworld-age-of-tomorrow-video-game
9 Best global brands. (2022). Interbrand. Retrieved January 27 2022, from https://interbrand.com/best-global-brands/?filter-brand-sector=luxury
10 Burberry: Play the new 'B Surf' game! (2020, July 8). Bagaholicboy. Retrieved February 20, 2022, from https://bagaholicboy.com/
11 Burberry Just released an A.R. app that lets you design your very own virtual sculptures featuring the brand's iconic imagery. (2021, June 7). Artnet. Retrieved February 21, 2022, from https://news.artnet.com/style/burberry-ar-app-1977138
12 Ala, H. (2022, January 14). Balenciaga's "Afterworld: The Age of Tomorrow" Could be the future of Fashion. Hackernoon. Retrieved February 20, 2022, from https://hackernoon.com/
13 Bethany, B. (2016, May 12). Experience, Not expense: The evolving definition of luxury brands. Digiday. Retrieved February 20, 2022, from https://digiday.com/
14 Choi, S. (2020, January 23). Riot Games and Louis Vuitton will unveil their second "League of Legends" skin. Bizfact. Retrieved February 20, 2022, from http://news.tf.co.kr/
15 Devon, B. (2021, August 19). 6 Charateristics of luxury brands. Thoughtlab. Retrieved March 20, 2022, from https://www.thoughtlab.com/
16 Burberry strategic report 2020/21. (2021). Burberry. Retrieved May 5, 2022, from https://www.burberryplc.com/content/dam/burberry/corporate/oar/2021/pdf/Burberry_2020-21_Annual_Report.pdf
17 Chang, M. (2021). If the "Muyaho" meme of Infinite Challenge belongs to me? #NFT. Marieclaire. Retrieved February 23, 2022, from https://www.marieclairekorea.com/
18 Choi, E., & Pyun. J. (2021). Effect of brand experience on brand attitude within Meta-bus through avatars-Focused on Gucci Villa in ZEPETO. Journal Korea Society of Visual Design Forum, 73(0), 83-94. UCI:I410-ECN-0102-2022-600-000820122   DOI
19 Doo, K., & Ko, S. (2016). A study on trend of augmented reality contents, The Korea Contents Association Review. 14(4), 22-28. Retrieved from https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07078697
20 Esquire. (2020). [Digital Photograph]. Lookinar. Retrieved from https://lookinar.com/augmented-reality/augmented-reality/
21 Digital Experience. (2021). [Digital Photograph], Burberry. Retrieved from https://www.burberryplc.com/en/news/brand/2021/a-digital-experience.html
22 Face Book(Meta). (2022). [Digital Photograph]. Koreatimes. Retrieved from http://www.koreatimes.com/article/1396027
23 Fashion's Hottest Brands and Products Q3 2021. (2021). Lyst. Retrieved January 27, 2022, from https://www.lyst.com/data/the-lyst-index/q321/
24 Franca, S. (2011, March 5). What is luxury? Vogue Italia. Retrieved January 10, 2022, from https://www.vogue.it/
25 GAOK. (2021). [Digital Photograph]. Pinpointnews. Retrieved from https://cnews.pinpointnews.co.kr/view.php?ud=2021083109135223158a97108249_45
26 Gucci Aria. (2021). [Digital Photograph]. Marieclaire. Retrieved from https://www.marieclairekorea.com/culture/2022/01/nft-brand/?utm_source=naver&utm_medium=partnership
27 Gucci Garden. (2021). [Digital Photograph]. Lawissue. Retrieved from https://ccnews.lawissue.co.kr/view.php?ud=20200909152338394607f28b58b8_12
28 Gucci Villa. (2021). [Digital Photograph]. Businesswatch. Retrieved from http://news.bizwatch.co.kr/article/mobile/2021/06/01/0032
29 Gucci Virtual 25, (2021). [Digital Photograph]. Fashionbiz. Retrieved from http://www.fashionbiz.co.kr/article/view.asp?idx=184835
30 Ikea Place. (2017). [Digital Photograph]. Datanet. Retrieved from http://www.datanet.co.kr/news/articleView.html?idxno=115476
31 Instagram. (2022). [Digital Photograph]. zdnet. Retrieved from https://zdnet.co.kr/view/?no=20220217091550&re=O_20220217091550&p=4
32 Jang, B. (2022, January 5). Metaverse' trend destructive power comparable to streetwear. Apparelnews. Retrieved January 13, 2022, from http://www.apparelnews.co.kr
33 Google Earth. (2021). [Digital Photograph]. Hankyung. Retrieved from https://www.hankyung.com/international/article/202108256963i
34 Lenge. (2022). [Digital Photograph]. Maeil Business. Retrieved from https://www.mk.co.kr/news/it/view/2022/01/21539/
35 Meera, N. (2021, June, 3). Gucci goes for Its first NFT. Buro247. Retrieved January 10, 2022, from https://www.buro247.com/
36 Nam, Y. (2021). The types and values of fashion based on virtual reality technology in the age of digital transformation. Bulletin of Korean Society of Basic Design & Art, 22(5), 117-128. doi:10.47294/KSBDA.22.5.9.   DOI
37 Park, J. S. (2020). Analysis of digital marketing strategies of luxury brands (Unpublished master's thesis). Sungshin Women's University, Seoul, Korea.
38 Pokemon Go. (2022). [Digital Photograph]. Digital Daily. Retrieved from https://www.ddaily.co.kr/news/article/?no=229764
39 Roblox. (2022). [Digital Photograph]. Fashionn. Retrieved from https://www.fashionn.com/board/read_new.php?table=1004&number=39602
40 Ryu, S. (2022, January 2). What is the NFT without boundaries? Global fashion on Metaverse. Fashionn. Retrieved March 2, 2022, from https://www.fashionn.com/
41 Second Life. (2022). [Digital Photograph]. Bloter. Retrieved from https://www.bloter.net/newsView/blt202201140086
42 Seo, S. (2008). A study on R&D trends and propects of Metaverse, Proceedings of HCI Korea 2022, (pp. 1450-1457). Seoul: The HCI Society of Korea.
43 Sa, J. (2021, December 6). Watch a virtual fashion show and buy clothes worn by models... Fashion. Metaverse is on. Donga. Retrieved January 11, 2022, from https://www.donga.com/
44 Jonathan, S. (n.d.). Alessandro michele designed Gucci's first virtual sneaker & now you can too. Highsnobiety, Retrieved April 10, 2022, from https://www.highsnobiety.com/
45 Jung, W. (2021, November 23). "Playing with Adidas on Battleground Mobile". Games that collaborate with fashion brands. Joongang. Retrieved January 11, 2022, from https://www.joongang.co.kr/
46 Kim, H., & Choi, H. (2022, January). Fly splendidly on the back of online and Metaverse technology. Traditional luxury companies are turning into high-tech brands. Donga. Retrieved February 20, 2022,from https://dbr.donga.com/
47 Kwon, H. (2021, August 31). Samsung released "Gucci Store Exclusive App" on Galaxy Fold 3rd...Aiming at MZ Generation. Pinpoint. Retrieved January 10, 2022, from https://cnews.pinpointnews.co.kr/
48 League of Legends Senna Skin. (2020). [Digital Photograph], Louisvuitton. Retrieved from https://eu.louisvuitton.com/eng-e1/magazine/articles/league-of-legends-senna-true-damage
49 Lee, E., & Lee, J. (2021). Interactive characteristics and development direction of augmented reality in fashion communication. Journal of Fashion Design. 21(1), 21-36. doi: 10.18652/2021.21.1.2.   DOI
50 Burberry creates augmented reality pocket bag experience. (2021). Burberry. Retrieved February 20, 2022, https://www.burberryplc.com/en/news/brand/2021/burberry-creates-augmented-reality-pocket-bag-experience.html
51 Burberry drops NFT collection in Mythical games 'Blankos Block Party'. (2021). Burberry. Retrieved February 21, 2022, from https://www.burberryplc.com/en/news/brand/2021/Blankos.html
52 Choi, K. (2020, August 24). Post-COVID era, brand survival strategy. Maeil Business News. Retrieved February 26, 2022, from https://www.mk.co.kr
53 Chu, H. (2022, January 25). Luxury brand Gucci. "Super Gucci" NFT is released. Digitaltoday. Retrieved April 5, 2022, from http://www.digitaltoday.co.kr/
54 Com2verse (2022). [Digital Photograph]. Gamemeca. Retrieved from https://www.gamemeca.com/view.php?gid=1674023
55 Burberry AR App. (2021). [Digital Photograph], Burberry. Retrieved from https://www.burberryplc.com/en/news/brand/2021/burberry-creates-augmented-realitypocket-bag-experience.html
56 Fortnite. (2021). [Digital Photograph]. Vogue. Retrieved from https://www.vogue.com/article/balenciagafortnite-partnership
57 Lee, M. (2018). A study on the effects of luxury fashion brand exhibition on brand image, brand attitude, and brand loyalty. The Korean Society of Science & Art, 33, 175-186. doi: 10.17548/ksaf.2018.03.30.175   DOI
58 Lee, H., & Ku, Y. (2020). Classification and characteristics of augmented reality contents of fashion brands, Fashion & Textile Research Journal, 22(3), 310-322. doi:10.5805/SFTI.2020.22.3.310   DOI
59 Jack, S. (2020, December 7). Balenciaga invites players to explore the 'Afterworld' for fall 2021 collection. Hypebeast. Retrieved January 14, 2022, from https://hypebeast.com/
60 Jung, S. (2021, May 12). The fashion industry is competing for "'Physital" in the "Metaverse" space for the MZ generation. Opinionnews. Retrieved January 11, 2022, from http://www.opinionnews.co.kr/
61 Kim, E. (2022, January 5). From Generation Z playground to consumption platform... "Meta Commerce" will open. Chosunbiz. Retrieved January 9, 2022, from https://biz.chosun.com/
62 Kim, Y. (2020, September 9). Gucci Released "Gucci Garden Virtual Tour". Lawissue. Retrieved January 10, 2022, from https://ccnews.lawissue.co.kr/.
63 Lee, J. (2018, March 15). Spain's "Zara" digital strategy worked...Online sales jump 41%. Etoday. Retrieved February 10, 2022, from https://www.etoday.co.kr/
64 Lee, W. (2010). A study of the technical tendency augmented reality and the application of fashion industry. Journal of the Korean Society Design Culture, 16(2), 367-377. Retrieved from https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE06542210
65 Lim, Y. (2022, January 7). "YouTube? You're behind the times. I'm Zepeto influencer". Maeil Business. Retrieved April 13, 2022, from https://www.mk.co.kr/
66 Louis the Game. (2021). [Digital Photograph], Highsnobiety. Retrieved from https://www.highsnobiety.com/p/louis-vuitton-nft-game/
67 Kolong NFT. (2022). [Photograph]. Newspim. Retrieved from https://www.newspim.com/news/view/20211224000867
68 Steff, Y. (2021, September 20). Balenciaga and Fortnite team Up for a digital-to-physical Partnership. Vogue. Retrieved January 10, 2022, from https://www.vogue.com/
69 Super Gucci. (2022). [Digital Photograph]. Superplastic. Retrieved from https://superplastic.co/pages/guccisupergucci
70 Woo, S., & Chang, D. (2021). A study on Metaverse brand communication in trans-media environment. A Journal of Brand Design Association of Korea, 19(2), 29-48. doi:10.18852/bdak.2021.19.2.29   DOI
71 Yoo, R. (2021, August). Fashion World with virtual reality. Marieclaire. Retrieved January 12, 2022, from https://www.marieclairekorea.com/
72 Yun, H. [Hyunjung], Lee, J. & Yun, H [Hyeyoung]. (2021). A preliminary study on concept and types of Metaverse: Focusing on the possible World theory. Humanities Contents, 62. 57-81. doi:10.18658/humancon.2021.09.57.   DOI
73 MCM Haus. (2021). [Photograph]. Donga. Retrieved from https://www.donga.com/news/article/all/20211206/110622323/1
74 Natashah, H. (2020, December 9). Balenciaga's Afterworld video game takes players to a secret rave in the forest. Dezeen. Retrieved January 10, 2022, from https://www.dezeen.com/
75 Nike Land. (2021). [Digital Photograph]. Korea Textile. Retrieved from http://www.ktnews.com/news/articleView.html?idxno=121694
76 Luckychoette VR. (2021). [Digital Photograph]. Donga. Retrieved from https://www.donga.com/news/article/all/20211206/110622323/1
77 ZARA AR. (2018). [Photograph]. Etoday. Retrieved from https://www.etoday.co.kr/news/view/1603853
78 Zeekit. (2021). [Digital Photograph]. Apparelnews. Retrieved from http://www.apparelnews.co.kr/news/news_view/?idx=190301
79 Zepeto. (2022). [Digital Photograph]. Bloter. Retrieved from https://www.bloter.net/newsView/blt202201140086
80 Zoooom with Friends in AR. (2021), [Digital Photograph], Louisvuitton. Retrieved from https://eu.louisvuitton.com/eng-e1/magazine/articles/mens-ss21-ar-experience#
81 Song, H. (2021, December 24). The virtual world is expanding rapidly. What's the future of fashion and beauty on "Metaverse and NFT"?. Newspim. Retrieved February 16, 2022, from https://www.newspim.com/
82 Sharky B. (2021), [Digital Photograph], Marieclaire. Retrieved from https://www.marieclairekorea.com/culture/2022/01/nft-brand/?utm_source=naver&utm_medium=partnership
83 Lee, K. (2021, December 23). Keywords for next year's fashion market?...Y2K Fashion Metaverse. Newsis. Retrieved January 10, 2022, from https://newsis.com/
84 Zoooom with friends in AR. (2021). Retrieved May 5, 2022, from https://eu.louisvuitton.com/eng-e1/magazine/ㅍarticles/mens-ss21-ar-experience#
85 "Fortnite" will reveal a collaboration with luxury fashion house Balenciaga. (2021, September 23). This is game. Retrieved January 10, 2022, from https://www.epicgames.com/site/en-US/news/balenciaga-brings-high-fashion-to-fortnite
86 Ifland. (2022). [Screenshot]. Hankook sports Business. Retrieved from http://www.sporbiz.co.kr/news/articleView.html?idxno=607545