The metaverse is rapidly emerging as a transformative digital ecosystem, reshaping how brands interact with consumers through immersive, interactive experiences. In the fashion industry, this shift has significant implications for both fast-fashion and luxury brands as they navigate new virtual retail environments. This study explores how fashion retailers, particularly fast-fashion and luxury brands, are leveraging the metaverse to transform consumer experiences, redefine brand engagement, and build digital brand identities. Through a comprehensive literature review, the study examines the technological underpinnings of the metaverse, such as virtual reality, artificial intelligence, blockchain, and NFTs, and analyzes how these tools are being strategically adopted in fashion retail. Key applications, including gamification, virtual shopping environments, and NFT-based digital assets, are assessed using real-life examples from global and Turkish fashion brands like H&M, Gucci, Kiğılı, and Beymen. The research highlights that while fast-fashion brands prioritize accessibility and gamified experiences on platforms like Roblox, luxury brands focus on exclusivity, digital scarcity, and immersive storytelling. The study also presents a comparative analysis of the drivers and challenges each segment faces in adopting metaverse strategies. It concludes by proposing future research directions focused on consumer acceptance, the psychological impact of virtual engagement, and the evolving role of virtual influencers. This study contributes to both academic literature and managerial practice by positioning the metaverse as a strategic platform for innovation in fashion retailing, offering new pathways for brand differentiation, sustainability, and consumer interaction.
Merve Coşkun (Sat,) studied this question.
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