Avatars, fashion and the metaverse: a cross-cultural analysis of young consumers’ digital identity and self-expression

Purpose This study examines, from a cross-cultural perspective, how young consumers engage with fashion brands in the metaverse through avatars. It aims to understand how young people build their digital identity and how they interact with other users, brands and experiences, comparing consumers from a Western country (Italy) and an Eastern one (China). Design/methodology/approach The study employs a qualitative, cross-cultural design based on semi-structured interviews with Italian (N = 12) and Chinese (N = 26) Gen Z and Alpha consumers. It explores how young users engage with the metaverse and social gaming platforms such as Roblox, Fortnite and Zepeto, with particular focus on the role of avatars, immersive brand environments and interactive gaming formats. Findings The findings highlight cross-cultural differences in the ways Italian and Chinese experience virtual brand encounters. Based on level and engagement and on socioeconomic access, four avatar users' profiles have been identified: dreamers, collectors, explorers and pragmatists. Originality/value This study contributes to international marketing research by offering new insights into the way in which fashion brands can leverage metaverse platforms to connect with digitally native consumers. It expands the understanding of brand engagement beyond traditional advertising, emphasising the strategic role of virtual environments and interactive experiences in shaping consumer-brand relationships across different cultures.