메타버스를 접목시킨 새로운 패러다임의 패션산업 현황

Status of Fashion Industry in a New Paradigm Incorporating Metaverse

Background/Objectives: With a change in the digital landscape, fashion brands are achieving successful outcomes by implementing metaverse-based digital marketing strategies. As marketing strategies that leverage virtual reality and the metaverse are gaining significant attention, it is necessary to examine the cases and effects of digital marketing integrated with the metaverse in fashion brands. This study aims to extend knowledge on the efficacy of metaverse fashion and its integration into fashion marketing based on relevant cases and research, while also exploring recent trends. Methods: The study conducts a reflective analysis of prior research, literature, and recent cases by schematizing and analyzing them. After analyzing brand cases utilizing adventure games and avatars within virtual reality, it categorizes brand cases related to meta-fashion to investigate the current scenario. Results: The fashion industry continues to foray into the virtual reality realm, expanding beyond technology-driven marketing to introduce metaverse products Given consumers' perpetual quest for novel experiences and products, fashion brands adept at trends must cater to these needs. Collaboration with metaverse platforms or direct application development is imperative to enhance visibility within virtual reality environments. Particularly, domestic fashion enterprises must release diverse content utilizing metaverse and Fourth Industrial Revolution technologies while engaging in continuous development. Conclusion/Implications: This study has limitations in terms of an in-depth research on the efficacy of each case, as it selectively analyzes prior research and recently publicized cases. Nevertheless, it is expected to serve as a reference for fashion brands seeking to comprehend relevant cases and embarking on content development endeavors.