Metaverse and Brand Experience in Fashion Digital Marketing | ||||
| International Design Journal | ||||
| Article 22, Volume 13, Issue 3, May and June 2023, Page 331-344 PDF (2 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2023.296273 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Nancy Abdalla Mohmed Fakhry1; Mona M. Nasr2 | ||||
| 1Lecturer, Faculty of Applied Arts, Advertising, printing and publishing Department, Benha University | ||||
| 2Assistant Professor, Department of Apparel Technology & Fashion, Faculty of Applied Arts, Benha University, Cairo, Egypt. | ||||
| Abstract | ||||
| Metaverse is the virtual world loaded with 3D symbolic images; it utilizes enhanced virtual reality technologies to provide its users with an unforgettable interactive experience; which encouraged fashion brands to engage in the Metaverse world. This research identifies the Metaverse technology as an interactive digital advertising tool; it discusses its efficiency in digital marketing in general; and in digital marketing for fashion in specific. The research also discusses the different forms of this digital marketing tool, its applicability, and the extent of the audience’s interaction with it. Furthermore, the research studies the strategies used in the integration between fashion brands in the Metaverse world and its impact on the image of these brands and their performance in regard to developing a unique shopping experience which can increase the loyalty of their customers. Through the theoretical and practical study; the research has concluded that the Metaverse endows the fashion brand with a sense of enjoyment, participation and modernity through this virtual shopping experience. It was found that this experience links shopping for a fashion brand with playing games, making most of its audience from the millennial generation; it also provides them with the opportunity to increase their creativity, thus; enhancing their shopping experience. On the other hand, utilizing this technology in virtual window displays and stores is an innovative milestone in both marketing and fashion fields | ||||
| Keywords | ||||
| Metaverse; Fashion; Brand experience; digital advertising; digital marketing | ||||
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Supplementary Files
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| References | ||||
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