Published 30-06-2024
Keywords
- metaverse,
- fashion,
- consumer,
- digital clothing,
- digitalization
How to Cite
Copyright (c) 2024 Romana Andò
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
Although there is not yet a consolidated and shared definition of metaverse, this concept has established itself in recent years within the public debate, in particular within specific markets, such as in the case of fashion. We constantly read in specialized and non-specialized magazines, about brands who landed in the metaverse or opened their first store there, or released their first Non Fungible Tokens (NFTs ). However, the apparent concreteness of these statements corresponds to a widespread confusion from the consumers’ side. The aim of this article is to reflect, starting from the results of a qualitative research on international Millennials and Generation Zed consumers, on the meanings associated with the metaverse, on the overlap between it and the concepts of fashion digitalization and digital clothing; finally on the effective media literacy and expectations of who should be the target of these innovations. In particular, the goal is to investigate the well-known relation between fashion and individual self-presentation within the metaverse.
References
- Ball, M. (2022). The metaverse: and how it will revolutionize everything. Liveright Publishing.
- Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during COVID-19 pandemic. International Journal of Future Generation Communication and Networking, 13(2), 1449–1452.
- Bolter, J. D., & Grusin, R. (2003). Remediation. Understanding new media, 2, 24.
- Cai, J., Wohn, D. Y., & Freeman, G. (2019, October). Who purchases and why? Explaining motivations for in-game purchasing in the online survival game Fortnite. In Proceedings of the annual symposium on computer–human interaction in play (pp. 391–396).
- Calefato, P. The clothed body. (2004). (L. Adams, Trans.)..Berg
- Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141–144.
- Davis, F. (1992). Fashion, culture, and identity. The University of Chicago Press.
- Entwistle, J. (2000). The fashioned body: Fashion, dress and modern social theory. Polity Press,
- Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service Javornik, A., Marder, B., Barhorst, J. B., McLean, G., Rogers, Y., Marshall, P., & Warlop, L. (2022). What lies behind the filter? Uncovering the motivations for using augmented reality (AR) face filters on social media and their effect on well-being. Computers in Human Behavior, 128, 107126.
- King, G., & Krzywinska, T. (2006). Film studies and digital games. Understanding digital games, pp. 112–128.
- Kumar, H. (2022). Augmented reality in online retailing: A systematic review and research agenda. International Journal of Retail & Distribution Management, 50(4), 537–559.
- Liao, C. (2011). Virtual fashion play as embodied identity re/assembling: Second Life fashion bloggers and their avatar bodies. Reinventing ourselves: Contemporary concepts of identity in virtual worlds, 101–127.
- Tiffin, J., & Rajasingham, L. (2003). The global virtual university. Psychology Press.
- Wang, L., Sun, Y., & Luo, X. (2022). Game affordance, gamer orientation, and in‐game purchases: A hedonic–instrumental framework. Information Systems Journal, 32(6), 1097–1125.
- experiences. Journal of the Academy of Marketing Science, 45, 884–905.