A Case Study on Metaverse Fashion Marketing of Global Fashion Luxury Brand

Abstract

This study began with the development of the 4th Industrial Revolution technology and interest in metaverses. The purpose of the study is to find out marketing through the convergence of fashion luxury brands and metaverses. In addition, the purpose is to study new types of communication about metaverse marketing by studying marketing cases by brand. Therefore, research was conducted through literature, previous studies, and press releases of domestic and foreign media. Gucci, Louis Vuitton, Burberry, and Dolce & Gabbana, who have released a number of virtual fashion products and are actively engaged in meta-bus marketing, were analyzed. As a result of the study, various brands that used traditional marketing and communication were conducting new ways of marketing. Gucci has released Gucci Villa in Geppetto, various digital collections and games. Louis Vuitton has released a game commemorating the 200th anniversary of Louis Vuitton's birth. The story of the brand was naturally melted into the game, and NFT items were also released. Burberry introduced Burberry's characters to the game and released NFT items. Dolce & Gabbana has released an NFT collection that can be used in the real world and in the meta-bus virtual reality. Based on these research results, fashion luxury brands were expanding their marketing and communication areas more diversely. It can also be expected that new communication can be developed in the future.