Metaverse Fashion Ecosystem: A Sustainable Marketing Perspective

Document Type

Book Chapter

Source of Publication

Sustainable Digital Marketing for Fashion and Luxury Brands Theory and Practice

Publication Date

6-1-2025

Abstract

This chapter discusses the mechanism of building the Metaverse Fashion Ecosystem (MFE) as an alternative platform for sustainable marketing. MFE offers a more sustainable venue for fashion companies post-COVID-19, including “Gucci,” “Burberry,” “Balenciaga,” and “The Fabricant.” To address this phenomenon, we reviewed the published cases for their Metaverse shops to explore the pillars of MFE. Then, we used the multiple perspective theory as a lens to analyze it from a trio: technical, organizational, and personal perspectives. Our findings refer to social media and influencer marketing as key technical tools for the immersive experience, social engagement, and visual presentation for different actors. Strategies for sustainable marketing, branding, market positioning, and performance measurements have been highlighted as the main organizational tools for sustainable marketing in MFE. From a personal perspective, consumer behavior could be developed as a customized persona based on nonfungible tokens (NFTs) and blockchain technologies while interacting with customers.

ISBN

[9783031824661, 9783031824678]

Publisher

Springer Nature Switzerland

First Page

447

Last Page

473

Disciplines

Business | Computer Sciences

Keywords

Fashion ecosystem, Metaverse, Sustainable marketing

Scopus ID

105024278019

Indexed in Scopus

yes

Open Access

no

Link to Full Text

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