메타버스 플랫폼과 명품 패션브랜드의 협업 효과

Collaborative effect of metaverse platform with luxury fashion brands: Focused on Animal crossing: New Horizons, Valentino, Zepeto and Gucci

This study aims to analyze the synergy effect obtained by the metaverse platform in collaboration with luxury fashion brands. We collected social big data representing the consumers’ reactions, employing the programs Textom 5.0 and NodeXL 1.0.1. As a result of the study, the collaboration between “Animal Crossing” and “Valentino” projected onto the consumers a conspicuous personality through the avatar, generating a novel communication effect, whereas the collaboration between “Zepeto” and ”Gucci” also produced the expected effect on the possibility of new profit creation for consumers. Additionally, the collaboration between the metaverse platform and luxury fashion brands was effectively perceived as a fun marketing strategy offering consumers a playful element in all items.