럭셔리 패션 브랜드의 메타버스 활용 사례 연구Luxury Fashion Brands Case Analysis of Using Metaverse
- Other Titles
- Luxury Fashion Brands Case Analysis of Using Metaverse
- Authors
- 김윤미; 김진영
- Issue Date
- 2022
- Publisher
- 한국패션비즈니스학회
- Keywords
- 메타버스; 럭셔리 브랜드; mz세대; metaverse; luxury brands; generation mz
- Citation
- 패션 비즈니스, v.26, no.3, pp.50 - 71
- Journal Title
- 패션 비즈니스
- Volume
- 26
- Number
- 3
- Start Page
- 50
- End Page
- 71
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/30252
- ISSN
- 1229-3350
- 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.
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Collections - College of Fine Arts > Department of Textile Art and Fashion Design > 1. Journal Articles
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